Job Description
Job Summary:
The Business Line Marketing Senior Manager is responsible for developing and implementing integrated marketing programs, processes, and communications for specific business lines or firm-wide service solutions of BDO USA. Under the direction of Business Line Marketing Leadership, the Business Line Marketing Senior Manager- works closely with Business Line and Marketing leadership and practice leaders to develop and execute marketing strategies and campaigns for business lines or specific firm-wide service solutions. This position will also serve as a key role in the overall solution design process in addition to the development of solution GTM strategies. This role will have a focus on one or more of BDO's key business lines within Advisory, Tax and Assurance. The Business Line Marketing Senior Manager is responsible for maximizing market and client share, and client satisfaction through effective integrated marketing aligned with the firm's strategic priorities as well as brand, business line, industry and geographic programs, market plans, and objectives.
This specific role will be part of the Assurance Specialty Practice (ASP) Marketing team and will work closely with the National BL Marketing Director to develop and execute the ongoing go-to-market strategy, campaigns and programs that effectively engage decision makers at each stage of the buyer's journey for our Assurance Specialty Practice. Service area focus includes but is not limited to: Accounting Advisory & Outsourcing (AAO) and Risk Advisory Services (RAS).
In particular, the role will focus on building awareness and executing programs directed at key targets. Additionally, the role will focus on building strategic campaigns, thought leadership, and content as well as account-based strategy and tactics for targeting and nurturing prospective clients.
You should have demonstrated success developing campaigns and narratives for complex B2B services. Your experience should include that learned in a corporate environment working with a wide range of teams across digital and traditional channels to manage projects, including but not limited to organic and paid search, earned and paid media, strategic sponsorships, events, creative services, digital marketing, e-mail marketing, social media, and more. You should have project management and direct experience in developing interactive and visually compelling content that brings alive the value proposition and client benefits of consultative specialty services.
Job Duties:
General
Serves as a strategic partner to business line and business development leaders; drives development of integrated marketing plans and strategies for business lines or firm-wide service solutions that will deliver on business goals and objectives
Collaborates with other marketing teams to manage business line or solution development and execution from a marketing perspective
Focuses on integrated marketing campaigns featuring full-funnel content that drives prospects through the buyer's journey
Other programs include organic/paid social and search, digital campaigns, account-based marketing (ABM), events, webinars, and website copy for business lines or specific solutions
Creates messaging architecture for buyer groups and identifies messaging platform and value proposition for services and solutions; aligns buyer personas and client pain points to services and solutions with an audience-first approach
Shares best practices and has a thirst for learning best-in-class marketing practices
Analyzes ROI of marketing programs including leads, pipeline and revenue and uses metrics to optimize marketing strategies and evolve programming
Supports relationships with external integrated marketing partners including media relations, event support, advertising, agency partners, and other vendors
Travels as needed
Event management
Provides direction, management, coordination, support, and follow up in the execution of business line related events, sponsorships, and speaking engagements including, but not limited to conferences, seminars, trade shows, regional events, and roundtables that are specific to business lines or firm-wide service solutions
Works with the Events team to ensure all deadlines are met, and that we are taking advantage of all sponsorship opportunities
Plans and manages event budgets
Collaborates with Training and Development in planning CPE-qualified events for clients and prospects according to the National Association of State Boards of Accountancy (NASBA) specific process and guidelines
Manages follow-up plan to maximize ROI from events, developing and managing lists, etc.
Content and materials development
Develops digitally driven content marketing strategy and approach for specific business lines or firm-wide service solutions, collaborating with marketing teams and practice leaders across Advisory, Tax, Assurance and Industry
Develops, reviews, and edits marketing content and materials across all media to ensure they reflect targeted, on brand messaging; manages review process with marketing and client service professionals as well as appropriate compliance reviews
Consults with relevant subject matter experts and stakeholders on marketing messages, materials, or tactics to achieve business objectives
Creates new content when needed for integrated campaigns, marketing and event materials and other communications
Campaign development and management
Works with business line leaders to develop business line or solution-oriented marketing campaigns and programs that align with business objectives
Collaborate with the digital/automation, email, web, and social teams to execute digital campaigns and content
Contributes and shares best practices across the firm
Supervisory Responsibilities
Supervises marketing staff, as needed
Serves as coach/mentor, supporting the career development of marketing professionals and peers across the firm as needed
Develops performance goals for direct reports with input from business line marketing leadership as needed
Conducts annual performance reviews for direct reports with input from business line marketing leadership
Discusses staffing recommendations (hires, terminations) with the business line marketing leader and participates in the interview process as needed
Other duties as required
Qualifications, Knowledge, Skills and Abilities:
Education:
Bachelor's degree, required; focus in Marketing, Communications, English, Journalism, or Business Administration, preferred
Experience:
Seven (7) or more years of marketing, communications or event management experienced, required
Experience managing marketing professionals, preferred
Experience working in the accounting, financial consulting, business advisory, and/or professional services industries, preferred
Experience working at one of the Big Four or a national / regional accounting firm, preferred
License/certifications:
N/A
Software:
Proficient in the use of Microsoft Office Suite, required
Microsoft Dynamics CRM experience, preferred
Language:
N/A
Other Knowledge, Skills, and Abilities:
Advanced knowledge in the development, management, and execution of content and integrated marketing processes including marketing strategy and development
Proven success in the management of integrated marketing programs and discrete marketing projects
Ability to thoughtfully and positively influence, lead, marshal resources, and manage change in a matrix environment
Strong business acumen with an ability to understand and communicate BDO's business, marketplace, and value proposition
Knowledge of contact management software including updating, maintenance, and list generation
Excellent verbal and written communication, as well as the ability to present and facilitate
Ability to work in a deadline-driven environment while handling multiple projects simultaneously and managing process and service providers to accomplish desired results
Consultative approach to working with marketing and client service professionals at all levels, including leadership
Exceptional project management and organizational skills, including the ability to effectively manage to and monitor marketing budgets
Strong interpersonal and client service skills
Knowledge of production processes for print, internet, and web-based materials
Knowledge of event processes including pre- and post- event marketing
Driven self-starter with a proactive approach to serving professionals at all levels
Knowledge of marketing strategies and tactics and their application in a professional services organization
Demonstration of high level of understanding and application of principles and practices of program management with minimal supervision
Some travel may be required
Individual salaries that are offered to a candidate are determined after consideration of numerous factors including but not limited to the candidate's qualifications, experience, skills, and geography.
National Range: $107,000 - $120,000
NYC/Long Island/Westchester Range: $107,000 - $130,000
California Range: $107,000 - $130,000
All qualified applicants will receive consideration for employment without regard to race, age, color, religion, sex, national origin, disability, protected veteran status, or any other classification protected by law.
