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 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.  This position 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 Marketing team.  The Business Line Marketing Senior Manager will help develop go-to-market strategy, campaigns and programs that effectively engage C-Suite and board level decision makers at each stage of the buyer’s journey for audit and assurance services.  

In particular, the role will focus on building awareness and consideration for BDOADVANTAGE, our technology suite that we use to deliver financial statement audits.  BDOADVANTAGE fully enables today’s modern audit with leading technology including AI, audit data analytics, engagement level automations, automated data capture, global cloud-based client portals, workflow management, audit engagement planning tools and more.   Additionally, the role will focus on building strategic campaigns and content as well as account-based strategy and tactics for targeting and nurturing prospective audit clients.  

You should have demonstrated success developing campaigns and narratives for complex B2B services. Your experience should include work with a range of creative assets deployed across multiple digital and traditional channels- organic & paid search, earned and paid media, strategic sponsorships, events, and more. You should have experience in developing interactive and visually compelling content that brings alive the value proposition and client benefits of consultative services or complex technology solutions.

Job Duties:

General:

Serves as a strategic partner to business line and business development leaders; drives development of integrated marketing plans and strategies that will deliver on business goals and objectives
Collaborates with other marketing teams to manage programs and projects from strategy through execution 

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

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
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
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 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 and 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; field of study in Marketing, Communications, English, Journalism, or Business Administration preferred

Experience:

Seven (7) or more years of marketing, communications or event management experienced, required
Prior experience managing marketing professionals, preferred
Prior experience working in the accounting, financial consulting, business advisory and/or professional services industries, preferred
Prior 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 skills and organizational skills, including 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