Managing Director, Marketing & Communications

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Managing Director, Marketing & Communications
Executive Communications Regular Full-Time Managing Director Washington, D.C., Washington, DC, US

Salary Range: $225,000.00 To $245,000.00 Annually

The Managing Director, Marketing & Communications leads CFP Board’s enterprise marketing and communications strategy including brand, advertising, public awareness, digital marketing, media and public relations, and internal and external communications. As a senior organizational leader, the Managing Director partners across the organization strengthening CFP Board’s reputation, increasing awareness and engagement among key audiences, and ensuring marketing and communications strategies advance organizational priorities and deliver measurable results.

Essential Functions:

Brand Strategy

Ensures the development and implementation of a research driven, evidence-based brand strategy that supports and leverages core operations

Leads the development and collaboration of brand promises/positioning and hierarchy of strategic messaging to support brand strategy and brand story

Identifies, directs, and manages marketing, advertising and communications strategy aligned with CFP Board and CFP® certification brand

Manages, refines, and cultivates CFP Board brand through continuous monitoring and research related to stakeholder perceptions, trends, and advances in financial services

Ensures all messages emanating from CFP Board are accurate, consistent, and present a coherent image of the organization

Regularly monitors business and competitive landscape to strengthen brand position within and beyond the profession of financial advice and financial planning

Marketing & Digital Experience

Ensures consistent and metric driven delivery of tactical marketing plans to achieve organizational goals

Leads development of all creative and content, in partnership with in-house staff and multiple partners

Leads ongoing evaluation and reporting of the efficacy of marketing campaigns and the performance of staff and external business partners

Provides ongoing guidance and direction for CRM strategies including segmentation, competitive analysis/market intelligence, prospecting, lead generation, retention

Leads and manages use of data collection, tracking, reporting and analysis to measure and report marketing results

Provides strategic leadership for CFP Board’s primary digital experiences, including cfp.net and LetsMakeAPlan.org, ensuring content, functionality and user experience support stakeholder needs and organizational objectives

Advertising (Public Awareness Campaign)

Leads the strategy and execution of CFP Board’s public awareness campaign, ensuring alignment with brand strategy and organizational priorities

Oversees creative strategy, media investment and consumer communications across channels

Establishes performance measures and uses research, analytics and campaign results to continuously improve effectiveness and return on investment

Communications

Leads CFP Board’s external and internal communications strategy including media relations, public relations, stakeholder communications, and social media.

Identifies potential crisis communications situations, creates potential responses, and maintains a strong crisis communications protocol and capability

Oversees public relations strategy that gains positive exposure for the organization, and its programs and initiatives

Provides strategic consulting to executive leadership on communications messaging and industry reputation management

Identifies opportunities to strengthen CFP Board’s visibility, reputation and thought leadership within the financial planning profession and among key external audiences

Ensures organizational communications are accurate, consistent, timely and aligned with CFP Board’s strategic priorities and brand

Leadership and Management

Leads, develops and holds accountable a high-performing Marketing & Communications team, establishing clear priorities, roles, performance expectations and opportunities for professional growth

Builds a collaborative, results-oriented culture that encourages innovation, accountability and strong cross-functional partnership

Develops and manages the department’s budget and resources, ensuring investments align with organizational priorities and deliver appropriate value, including managing external agencies and vendor budgets

Oversees relationships and negotiations with agencies, consultants and other external partners and holds partners accountable for performance and results

Partners with leaders across CFP Board to develop integrated strategies and ensure Marketing & Communications effectively supports organizational priorities

Background/Skills/Abilities/ Preferred

Bachelor’s degree in marketing, communications or related disciplines; advanced degree preferred, background in financial services desired

Minimum 15 years’ progressive experience in marketing, public relations and /or communications, including significant leadership experience

Demonstrated experience and leadership in developing and implementing comprehensive brand strategy for communications, media relations, marketing, and websites

Proven ability to manage, inspire and grow diverse teams while fostering a collaborative culture

Deep skills in marketing campaign development, execution and leveraging data and analytics to improve results and increase ROI

Successful track record in developing and implementing an effective communications strategy, including media relations, crisis communications, social media, and digital strategy

Exemplary verbal, presentation, and written communication skills, including the ability to communicate with precision and effectiveness across all levels and functions

Excellent implementation skills including the ability to set and achieve goals, prioritize, and manage multiple initiatives simultaneously

Relationship builder with the flexibility and finesse to ‘manage by influence’

Self-starter, able to work independently and entrepreneurially; enjoys creating and implementing new initiatives

Robust analytical skills, with a data-driven approach to decision-making

Experience managing significant budgets, agencies and external partners

Strong self-awareness and high emotional intelligence

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 standardfor financial planners — so that the public has access to the benefits of competent and ethical financial planning.

CFP ® certification is held by more than 110,000 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 the 501 (c)(6).

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.

The salary range for this position is from $225,000.00 to $245,000.00, which reflects the organization's good faith and reasonable estimate of possible compensation at the time of posting. Actual pay will depend on several factors such as the candidate's experience and qualifications. 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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