CPA.com is seeking a Program Lead Marketing Manager to help drive the strategy and execution of B2B omni-channel marketing programs for a portfolio of CPA.com tax products, services and technology partners. Working closely with the Senior Program Marketing Manager, this role leads day-to-day program planning and execution and partners cross-functionally to bring integrated campaigns to life across inbound and outbound channels, driving category awareness, engagement, demand generation and customer enablement.
The ideal candidate is an experienced B2B marketer with strong program management and collaboration skills, preferably within the accounting channel and/or a SaaS or technology organization. This individual translates business objectives into actionable marketing plans, brings a strategic point of view to planning discussions, and uses data to optimize performance against goals.
Key Responsibilities:
Marketing Strategy & Execution:
- Help shape and execute omni-channel marketing plans aligned to CPA.com and technology partner goals and contractual commitments, in partnership with the Senior Program Marketing Manager.
- Partner with content and campaign teams to define KPIs and build multi-channel marketing plans for category awareness, customer engagement, demand generation and post-sale enablement.
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Partner with content and PR teams on thought leadership strategy, recommending topics and formats including webinars, panel sessions, whitepapers, research reports, social media content, blogs and corporate slides.
- Analyze campaign performance and recommend and implement optimizations to improve engagement, pipeline impact and ROI.
Product & Category Marketing Support:
- Build strong working knowledge of the accounting tax technology category and serve as a resource on assigned products and partners for internal teams.
- Partner with sales and professional services teams to understand firm needs, pain points, and opportunities; translate insights into campaign strategy and messaging.
- Drive development of messaging frameworks and positioning materials for assigned programs in collaboration with technology partners.
- Stay current on partner technology trends and accounting industry developments through research and industry engagement, and bring forward implications for marketing strategy.
Partner Management and Cross-Functional Collaboration:
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Serve as the day-to-day marketing contact for assigned technology partner marketing teams, running weekly calls and managing project status, action items, deliverables, and timelines.
- Develop campaign briefs and manage marketing timelines using project management tools to coordinate the development and promotion of assets.
- Collaborate with content and activation/demand gen to execute holistic marketing plans and provide feedback to meet or exceed marketing goals and KPIs.
- Collaborate actively with internal and external partners and agencies including product, sales, rev ops, social media and PR teams to align on goals, messaging, and execution.
- Review campaign assets for quality and alignment with brand standards and target audience needs.
- Track program marketing budgets and help evaluate marketing investment effectiveness to inform future allocation.
Reporting & Insights:
- Manage campaign performance reporting for internal stakeholders and partner updates.
- Prepare performance data and insights for Quarterly Business Reviews and support presentation of results to partners and leadership.
- Translate insights into recommendations that inform future marketing planning, priorities and optimization.
- Measure and analyze the impact of marketing activities on pipeline performance, revenue contribution, and sales cycle trends.
Computer Skills:
To perform this job successfully, an individual should have knowledge of word processing, spreadsheet and database software, human resource and contact management systems, Salesforce, Pardot, and MS PowerPoint.
Education/Experience:
Bachelor’s degree (B.A./B.S.) from four-year college or university; and 5-7+ years related marketing experience, including hands-on management of integrated programs or campaigns, preferably in professional services, accounting profession or technology.
Specialized Training:
- Trained in marketing automation systems (Pardot, Hubspot, etc.).
Knowledge, Skills, and Other Abilities:
- Expertise and proficiency in marketing automation platforms, CRM solutions, email marketing, social media, and SEO/SEM campaigns.
- Proven ability to translate business objectives into strategic, measurable marketing plans.
- Strong partner management and cross-functional collaboration skills, with the ability to drive alignment across teams.
- Excellent verbal, written, visual/presentation and communication skills.
- Strong program management skills and ability to manage multiple complex programs simultaneously.
- Creative, detail-oriented, and ability to meet deadlines in a fast-paced environment.
- Creative, detail-oriented, and ability to meet deadlines in a fast-paced environment.
- Strong attention to detail.
- Ability to travel (10-15%) of the time.