Business Line Marketing Senior Manager (Corporate Finance)

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. 

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
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