Managing Director, Marketing & Communications

CFP BD OF STANDARD CTR FOR FINANCIAL PLANNING•Washington, DC

5d•Hybrid

About The Position

The Managing Director, Marketing & Communications leads CFP Board’s enterprise marketing and communications strategy across brand, advertising, public awareness, digital marketing, media and public relations, and internal and external communications. As a senior organizational leader, this role partners across the organization to strengthen CFP Board’s reputation, increase awareness and engagement among key audiences, and ensure strategies advance organizational priorities and deliver measurable results. The role leads the development and implementation of research-driven brand strategy and messaging; oversees marketing plans, campaigns, creative and content development, CRM strategies, marketing analytics, and CFP Board’s primary digital experiences; and directs the strategy and execution of the public awareness campaign. It also leads internal and external communications, media relations, public relations, social media, and crisis communications, while advising executive leadership on messaging and reputation management. The Managing Director leads and develops a high-performing Marketing & Communications team, manages the department’s budget and resources, and oversees agencies, consultants, vendors, and other external partners. The position partners with leaders across CFP Board to develop integrated strategies and ensure marketing and communications support organizational priorities. The role is based in CFP Board’s Washington, D.C. office and follows a hybrid schedule, which may change at any time.

Requirements

Bachelor’s degree in marketing, communications, or a related discipline.
At least 15 years of progressive experience in marketing, public relations, and/or communications, including significant leadership experience.
Demonstrated experience and leadership developing and implementing comprehensive brand strategy across communications, media relations, marketing, and websites.
Proven ability to manage, inspire, and develop diverse teams while fostering a collaborative culture.
Deep skills in marketing campaign development and execution, and in using data and analytics to improve results and increase return on investment.
Successful track record developing and implementing communications strategies that include media relations, crisis communications, social media, and digital strategy.
Exemplary verbal, presentation, and written communication skills, including the ability to communicate precisely and effectively across organizational levels and functions.
Strong implementation skills, including the ability to set and achieve goals, prioritize, and manage multiple initiatives simultaneously.
Relationship-building ability and the flexibility and finesse to manage by influence.
Self-starter who can work independently and entrepreneurially and enjoys creating and implementing new initiatives.
Robust analytical skills and a data-driven approach to decision-making.
Experience managing significant budgets, agencies, and external partners.
Strong self-awareness and high emotional intelligence.

Nice To Haves

Advanced degree.
Background in financial services.

Responsibilities

Develop and implement a research-driven, evidence-based brand strategy that supports and leverages CFP Board’s core operations.
Lead the development of brand promises, positioning, and strategic messaging to support the brand strategy and brand story.
Direct marketing, advertising, and communications strategy aligned with CFP Board and CFP® certification brands.
Monitor stakeholder perceptions, trends, and developments in financial services to refine and cultivate the CFP Board brand.
Ensure messages from CFP Board are accurate, consistent, and present a coherent image of the organization.
Monitor the business and competitive landscape to strengthen CFP Board’s position within and beyond the financial advice and financial planning profession.
Ensure consistent, metric-driven delivery of tactical marketing plans that achieve organizational goals.
Lead creative and content development in partnership with in-house staff and external partners.
Evaluate and report on marketing campaign effectiveness and the performance of staff and external business partners.
Provide guidance and direction for CRM strategies, including segmentation, competitive analysis, market intelligence, prospecting, lead generation, and retention.
Lead the collection, tracking, reporting, and analysis of data to measure and communicate marketing results.
Provide strategic leadership for CFP Board’s primary digital experiences, including cfp.net and LetsMakeAPlan.org, ensuring content, functionality, and user experience support stakeholder needs and organizational objectives.
Lead the strategy and execution of CFP Board’s public awareness campaign, aligning it with brand strategy and organizational priorities.
Oversee public awareness campaign creative strategy, media investment, and consumer communications across channels.
Establish campaign performance measures and use research, analytics, and results to improve effectiveness and return on investment.
Lead CFP Board’s external and internal communications strategy, including media relations, public relations, stakeholder communications, and social media.
Identify potential crisis communications situations, develop potential responses, and maintain crisis communications protocols and capabilities.
Oversee public relations strategy to gain positive exposure for CFP Board, its programs, and its initiatives.
Advise executive leadership on communications messaging and industry reputation management.
Identify opportunities to strengthen CFP Board’s visibility, reputation, and thought leadership among the financial planning profession and key external audiences.
Ensure organizational communications are accurate, consistent, timely, and aligned with strategic priorities and brand.
Lead, develop, and hold accountable a high-performing Marketing & Communications team, establishing priorities, roles, performance expectations, and professional growth opportunities.
Build a collaborative, results-oriented culture that encourages innovation, accountability, and cross-functional partnership.
Develop and manage the department’s budget and resources, aligning investments with organizational priorities and value.
Manage external agencies and vendor budgets, and oversee relationships and negotiations with agencies, consultants, and other partners.
Hold external partners accountable for performance and results.
Partner with leaders across CFP Board to develop integrated strategies and ensure Marketing & Communications supports organizational priorities.