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Marketing Manager
4 months ago
Under general supervision, the Marketing Manager will help grow the number of CFP® professionals by targeting career changers, undergraduates, and college-bound students to choose financial planning as an attractive career and/or college degree program. Reporting to the Director of Marketing, this highly skilled and experienced Marketing Manager will drive the company's new marketing initiatives to ensure targeted KPIs are met. The ideal candidate will be a data-driven marketer with a proven track record of creating successful marketing campaigns for students that achieve strategic objectives.
Essential Functions
- Develop and implement marketing plans tailored to high school and college students, incorporating platforms and channels that resonate.
- Oversee the end-to-end creation and execution of integrated lifecycle marketing campaigns across various channels, including email, paid search, paid social, display advertising, remarketing, webinars, direct mail, print, telemarketing, event management, and content marketing.
- Drive robust A/B testing to continuously iterate on growth tactics through experimentation, exploring new channels and methods to optimize and increase user acquisition and engagement.
- Create and leverage customer journey maps to identify key touchpoints and uncover opportunities.
- Skilled at project management with the ability to lead and collaborate with cross-functional partners, prioritize high-impact activities, and keep complex projects moving forward.
- Experience creating and managing large-scale email marketing campaigns, including developing nurture tracks that drive engagement.
- Develop and execute marketing strategies to drive brand awareness, lead generation, and customer acquisition.
- This role is also responsible for managing and executing marketing for established non-certification programs such as conference attendance, Career Center and Career Fair promotion, scholarships program promotion, and others as assigned.
- Ensure brand guidelines across all communication channels are properly implemented.
- Collaborate with Communications on earned media and social media relating to increasing access to competent and ethical financial planners.
- Manage and collaborate with agencies and other strategic partners.
Background/Skills/Abilities Preferred
- Bachelor’s degree in marketing, advertising, business, or a related field.
- 5 years of hands-on experience marketing to students, focusing on strategy development and campaign management.
- Strong understanding of digital marketing trends, tools, and analytics.
- Supervisory experience preferred.
- Excellent written and verbal communication skills; marketing copywriting and proofreading experience highly desired.
- Analytical mindset with the ability to make data-driven decisions.
- Proficiency with analytics and reporting tools such as Google Analytics, Looker Studio, Tableau
- Ability to oversee, interpret and utilize effective research.
About CFP Board
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 PLANNERTM certification — widely recognized by the public, advisors and firms as the standard for financial planners — so that the public has access to the benefits of competent and ethical financial planning.
CFP® certification is held by nearly 100,000 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.
