Job title: Business Line Marketing Senior Manager – Assurance Specialty Practice
Company: BDO
Job description: 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
About Us:
BDO delivers assurance, tax, digital technology solutions and financial advisory services to clients throughout the country and around the globe. We offer numerous industry-specific practices, world-class resources, and an unparalleled commitment to meeting our clients’ needs. We currently serve more than 400 publicly traded domestic and international clients.
- Unparalleled partner-involvement
- Deep industry knowledge and participation
- Geographic coverage across the U.S.
- Cohesive global network
- Focused capabilities across disciplines
BDO brings world-class resources and exceptional service to each and every one of our clients. BDO USA is a member of BDO International, the world’s fifth largest accounting network.
BDO offers a competitive Total Rewards package that encompass so much more than – “traditional benefits”. Our wide range of rewards and our employees’ ability to customize rewards to their individual needs are two of the reasons why BDO has been honored with so many workplace awards, including 100 Best Companies for Working Parents, Working Mother 100 Best Companies, Top Entry Level Employer, 2022 National Best & Brightest Companies to Work For and more.
Some examples of our Total Rewards offerings include:
- Competitive pay and eligibility for an annual performance bonus.
- A 401k plan plus an employer match
- Comprehensive, medical, dental, vision, FSA, and prescription insurance from day one
- Competitive Paid Time Off with daily accrual from day one of employment, plus paid holidays
- Paid Parental Leave
- Adoption Assistance
- Firm paid life insurance
- Wellness programs
- Additional offerings include BDO Flex, Group Legal insurance, Pet insurance and Long-Term Care Insurance
Above offerings may be subject to eligibility requirements.
Expected salary: $107000 – 120000 per year
Location: Cleveland, OH
Job date: Thu, 29 Feb 2024 06:34:02 GMT
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