Job Summary
This national business line director role supports our Forensics practice (with a special focus on our legal channel) in driving pipeline and revenue for their portfolio of services and solutions.
Focus areas include monitorships & investigations; corporate intelligence; forensic technology; compliance; and litigation.
The director will work closely with business line leadership to understand strategic and revenue goals; assess market opportunities and establish priorities; as well as develop measurable GTM strategies and programs to drive results.
Ability to create cohesive messaging and content strategies to drive prospects through the buyer’s journey is also critical for this role.
As this role focuses heavily on our legal channel, a thorough understanding of and deep relationships within the legal channel is critical.
Previous experience working with legal buyers and/or within the industry is preferred.
The position reports to the national marketing director of advisory services and will work with other marketing functions such as creative, marketing automation, web/email, events and sales enablement to help achieve business goals.
General
– Oversees marketing strategy, planning, and execution for one or more service lines; has supervisory responsibility for marketing team members
– Manages stakeholder relationships, ensuring we are delivering business value and meeting/exceeding expectations
– Takes a leadership role in driving best practices and bringing new capabilities to the marketing team
– Serves as a strategic partner to business line and business development leaders.
Drives development of integrated marketing plans and strategies that will deliver on business goals and objectives
– Collaborates with other marketing teams to manage programs and projects from strategy through execution
– 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
– 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
– 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
– 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
– 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 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 and firm
Supervisory Responsibilities (if applicable)
– 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
– Other duties as required
Qualifications
Education
– Bachelor’s degree, required; field of study in Marketing, Communications, English, Journalism, or Business Administration, required
Experience
– Ten (10) or more years of business development / marketing experience in a professional service firm, required
– Prior experience managing marketing professionals, required
– Prior experience working in the accounting, financial consulting, business advisory and/or banking industries, preferred
– Prior experience working at one of the Big Four or a national / regional accounting firm, highly desired
Software
– Proficient in the use of Microsoft Office Suite
– Microsoft Dynamics CRM experience, preferred
Other knowledge, skills and abilities
– Advanced knowledge in the development, management and execution of sales and marketing processes including marketing and business development planning, event planning, account planning management, 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 BDOs 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 skills and organizational skills, including 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