General Functions
The Senior Marketing Manager is responsible for leading a team and executing comprehensive marketing strategies that support annual certification renewals and reinstatements for CFP professionals, campaigns for corporate partners to promote CFP certification, programs and events, and products and services developed by departments across CFP Board.
Reporting to the Director of Marketing, the Senior Marketing Manager is a data-informed, innovative leader who drives CFP Board’s marketing initiatives to ensure targeted KPIs are met. The ideal candidate will be a data-driven marketer with significant experience managing marketing automation/operations, email strategy and execution as well as analytics.
This position coordinates and collaborates with departments across the organization to plan and deliver on their marketing needs.
Essential Functions
- Conceives and implements creative marketing plans that meet and exceed KPIs.
- Oversees the end-to-end creation and execution of integrated marketing campaigns across various channels, including email, paid search, paid social, display advertising, remarketing, webinars, direct mail, print, telemarketing, event management, direct response and content marketing.
- Supervises a team consisting of a Senior Marketing Specialist and two Marketing Specialists.
- Responsible for certification renewals and reinstatement programs and maintaining high retention rates of CFP professionals.
- Strengthens the adoption of CFP certification at financial services firms through customized campaigns for internal use.
- Oversees marketing to increase Continuing Education Sponsors.
- Oversees product sales and conference/event promotions.
- Drives robust A/B testing to continuously iterate on growth tactics through experimentation, exploring new channels and methods to optimize and increase engagement.
- Demonstrates a keen eye for detail and a high level of proficiency in crafting compelling and error-free copy across various formats. Able to edit and refine content effectively to ensure clarity, consistency, and alignment with brand voice and messaging.
- Develops and executes effective email marketing strategies, including segmentation, automation, and performance analysis.
- Ensures brand guidelines across all marketing channels are correctly implemented.
- Manages and collaborates with agencies and other strategic partners.
- Performs other duties as assigned or necessary.
Background/Skills/Abilities Preferred
- Bachelor's degree in marketing, advertising, business or related field.
- A minimum of 7 years’ experience in marketing and hands-on email marketing automation.
- Strong understanding of digital marketing trends, tools, and analytics.
- Supervisory experience is required.
- Ability to oversee, interpret and utilize effective market research.
- Analytical experience with BI tools, Google Analytics, Looker Studio and Tableau preferred.
- Budget management, P&L experience and e-commerce experience.
- Experience managing vendor relationships, including contract negotiations.
- Ability to think strategically and creatively.
- Excellent time and project management skills.
- Ability to work in a collaborative environment as a team leader and member.
- Experience working with IT departments to implement, track, and improve marketing programs.
- Excellent presentation, written and verbal communication skills; marketing copywriting and editing skills.
- Proficiency in MS Office.
About CFP Board
CFP Board is the professional body for personal financial planners in the U.S. CFP Board consists of two affiliated organizations focused on advancing the financial planning profession for the public’s benefit. CFP Board of Standards (501(c)(6)) sets and upholds standards for financial planning and administers the prestigious CERTIFIED FINANCIAL PLANNER TM certification — widely recognized by the public, advisors and firms as the standard for financial planners — so that the public has access to the benefits of competent and ethical financial planning.
CFP certification is held by more than 100,000 people in the U.S. CFP Board Center for Financial Planning (501(c)(3)) addresses diversity and workforce development challenges and conducts and publishes research that adds to the financial planning profession’s body of knowledge.
This position works on programs which are part of both the 501 (c)(6) and the 501 (c)(3).
This position is based in the Washington D.C. office and works a hybrid schedule which could be changed at any time.
CFP Board believes that diversity of experience and perspective are strengths and seeks to continue to grow a highly committed, skilled, and collaborative staff.
CFP Board is an Equal Opportunity Employer. The applicable starting annual base salary is anticipated to be in the range of $105,000.00 to $130,000.00. In addition to base salary, total compensation includes incentive compensation for which employees are eligible based on completion of individual goals.
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