Market Development Manager

2 weeks ago

Boston, United States RSM US LLP Full time

We are the leading provider of professional services to the middle market globally, our purpose is to instill confidence in a world of change, empowering our clients and people to realize their full potential. Our exceptional people are the key to our unrivaled, inclusive culture and talent experience and our ability to be compelling to our clients. You’ll find an environment that inspires and empowers you to thrive both personally and professionally. There’s no one like you and that’s why there’s nowhere like RSM.


The market development manager is the sought-after strategic advisor to the business who influences the development of relationships with key clients and prospects in order to create RSM promoters in the business community. Driven by a strong understanding of RSM’s business, the industries we serve and the growth objectives of the markets, the market development manager leads development and implementation of go-to-market activities aligned with enterprise industry and Line of Business (LOB) strategies to strengthen relationships with key targets, including existing clients and prospects, as well as key community influencers. They are aligned with RSM’s Communication, Marketing and Growth (CMG) enterprise goals and programs. The market development manager will be industry or location-focused and have responsibilities for helping nurture growth in the local markets. Regardless of prime responsibility, this role is responsible for overall health of the markets they serve. Minimal travel is required for the role (approximately 1 - 2 times per year).

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Responsibilities include:

  • Creates local association strategy either by industry or industry-agnostic; builds and maintains relationships with strategically aligned external organizations, ensuring focus on showcasing RSM’s expertise and advancing relationships with identified focus targets; positions RSM thought leaders and industry eminents to increase RSM’s exposure on the market level all in alignment with enterprise, line of business, industry and CMG goals and priorities.
  • Marketing advisor to local leadership and practice stakeholders in the markets from either a local market lens or an industry perspective in the following manner.

Local market:

  • First-choice advisor to market leaders on developing marketing strategies that support overall business objectives based on market conditions, competitive positioning (specifically key market/industry insights from business developers, pursuit teams, and COIs in the field, and intelligence from local market publications), and internal research tools and data.

Industry:

  • Accelerator of new and expanding business through account-based marketing strategies. Collaborates with launch team leaders and the local teams and in alignment with enterprise line of business and industries, to facilitate targeting by industry, including defining criteria and identifying targets, providing tools and market insights to inform targeting decisions, and advising on the development of these relationships. Participates as an advisor on relationship development plans and in account strategy development/pursuit discussions.
  • Supports the advancement of focus target relationships in an industry by seeking and providing transparency into demand generation results coming through enterprise marketing campaigns (interpreting, analyzing, synthesizing, and providing feedback on digital metrics); applying insights to bring ideas and observations to local teams on how to accelerate target relationships based on stages of the buyer journey.
  • Works closely with local practice leaders and counterparts across the CMG organization to ensure timely development and execution of integrated marketing plans that are aligned with and support key business strategies for assigned growth team(s), markets, industry(ies) or service lines; work in partnership with aligned business developers to achieve strategic growth objectives.
  • Key contributor/co-leader of local go-to-market/intentional growth team meetings, applying national programs to local market target audiences to support growth efforts, offering an informed perspective on ways to deepen the relationship through a marketing lens i.e., relevant content, buyer journey stages/personas, marketing programs, etc.
  • Leads integration of national priority industry or LOB marketing strategies and programs locally with a focus on targeting priority clients and focus targets to drive growth, deepen relationships, and measure effectiveness. Contributes to the ongoing development of strategic national marketing programs by providing relevant feedback to industry/service line marketing teams on the impact of programs in driving growth in the local markets.
  • As client experience strategists, connect and interpret key Voice of the Client and post engagement survey findings to other areas of the practice to drive growth; attend Voice of the Client interviews; responsible for sharing industry-specific findings with Industry Natural Work Teams.
  • Applies enterprise marketing programs and strategies to the local market:
  • Empowers client service professionals with growth tools and training.
  • Advises on positioning RSM as a middle market leader and strong corporate citizen, including board involvement of local professionals who will build relationships with Tier 1 & 2 targets, uncover business opportunities, develop referral sources (COIs, alumni), align with CDI strategy and create RSM promoters in the market.
  • Drives local public relations efforts in full alignment with CMG media strategies and positioning to help advance the
  • RSM brand in the local marketplace (feature local leaders, promotions, Volunteer Day, Birdies for Love efforts, etc.).
  • Promote national media releases locally as appropriate.
  • Champions the firm’s brand internally and externally; ensures full compliance with the brand strategy, messaging, and identity for their areas of responsibility
  • Other duties as assigned

EDUCATION/CERTIFICATIONS

  • Bachelor’s degree required

TECHNICAL/SOFT SKILLS

  • Strong understanding of marketing channels and stages of the buyer journey (required)
  • Basic knowledge of digital marketing strategies and tactics; ability to interpret and analyze data to identify trends and practical application of campaign results (preferred)
  • Strong written and verbal communication skills (required)
  • Highly collaborative (required)
  • Strong project management skills (preferred)

EXPERIENCE

  • 5-7 years of marketing/growth experience in a B2B or professional services organization (required)
  • Proven success supporting marketing and relationship development programs (required)

LEADERSHIP SKILLS

  • ​Executive presence with internal and external stakeholders; ability to influence others at all levels throughout the business, often without formal authority (required)
  • Ability to lead critical conversation and influence decisions; ability to uncover and drive alternative points of view across the organization, particularly with senior leaders (required)
  • Comfort working within a complex matrix organization (required)

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