Portfolio Marketing-Senior Manager

Job Summary JOB DESCRIPTION The Senior Manager – Portfolio Marketing is responsible for developing and implementing integrated marketing programs, processes, and communications for specific business lines or firm-wide service solutions of BDO USA as well as customizing and tailoring campaigns for specific industries. Under the direction of Marketing Leadership, the Senior Manager – Portfolio Marketing works closely with Business Line and Industry leadership 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 as well as Industry focuses. The Senior Manager – Portfolio Marketing 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. This position will be a part of our GTM + Solutions team and help support the development and optimization of key firm-wide solutions, including AI, Healthcare and others. 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 and industries 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 Other duties as required • Supervises marketing staff, as needed • Serves as coach/mentor, supporting the career development of marketing professionals and peers across the firm as needed • Develops performance goals for direct reports with input from business line marketing leadership as needed • Conducts annual performance reviews for direct reports with input from business line marketing leadership • Discusses staffing recommendations (hires, terminations) with the business line marketing leader and participates in the interview process as needed Education Qualifications, Knowledge, Skills and Abilities: • Bachelor’s degree, required; focus in Marketing, Communications, English, Journalism, or Business Administration, preferred Experience • Seven (7) or more years of marketing, communications or event management experience, required • Experience managing marketing professionals, preferred • Experience working in the accounting, financial consulting, business advisory, and/or professional services industries, preferred • Experience working at one of the Big Four or a national / regional accounting firm, preferred License/certifications • N/A Software • Proficient in the use of Microsoft Office Suite, required • Microsoft Dynamics CRM experience, preferred Language • N/A Other Knowledge, Skills, And Abilities • Advanced knowledge in the development, management, and execution of content and integrated marketing processes including marketing strategy and development • Proven success in the management of integrated marketing programs and discrete marketing projects • Ability to thoughtfully and positively influence, lead, marshal resources, and manage change in a matrix environment • Strong business acumen with an ability to understand and communicate BDO's business, marketplace, and value proposition • Knowledge of contact management software including updating, maintenance, and list generation • Excellent verbal and written communication, as well as the ability to present and facilitate • Ability to work in a deadline-driven environment while handling multiple projects simultaneously and managing process and service providers to accomplish desired results • Consultative approach to working with marketing and client service professionals at all levels, including leadership • Exceptional project management and organizational skills, including the ability to effectively manage to and monitor marketing budgets • Strong interpersonal and client service skills • Knowledge of production processes for print, internet, and web-based materials • Knowledge of event processes including pre- and post- event marketing • Driven self-starter with a proactive approach to serving professionals at all levels • Knowledge of marketing strategies and tactics and their application in a professional services organization • Demonstration of high level of understanding and application of principles and practices of program management with minimal supervision • Some travel may be required Individual salaries that are offered to a candidate are determined after consideration of numerous factors including but not limited to the candidate’s qualifications, experience, skills, and geography. National Range: $107,000 - $120,000 California Range: $107,000 - $130,000 Maryland Rang