Managing Director, Marketing & Communications

CFP Board•Washington, DC

20h•$225,000 - $245,000•Hybrid

About The Position

The Managing Director, Marketing & Communications leads CFP Board’s enterprise marketing and communications strategy, including brand, advertising, public awareness, digital marketing, media and public relations, and internal and external communications. As a senior organizational leader, the Managing Director partners across the organization to strengthen CFP Board’s reputation, increase awareness and engagement among key audiences, and ensure marketing and communications strategies advance organizational priorities and deliver measurable results. The role provides strategic leadership for brand strategy; marketing and digital experiences; the public awareness campaign; internal and external communications; and the Marketing & Communications team. It oversees campaign and communications performance, digital experiences including cfp.net and LetsMakeAPlan.org, departmental budgets, and relationships with agencies, consultants, vendors, and other external partners. The position works on programs that are part of CFP Board of Standards (501(c)(6)). It is based in the Washington, D.C. office and follows a hybrid schedule, which may change at any time. CFP Board is the professional body for personal financial planners in the U.S. Its affiliated organizations advance the financial planning profession for the public’s benefit. CFP Board of Standards sets and upholds standards for financial planning and administers the CERTIFIED FINANCIAL PLANNER™ certification. CFP Board Center for Financial Planning addresses diversity and workforce development challenges and conducts and publishes research for the profession.

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 for communications, media relations, marketing, and websites.
Proven ability to manage, inspire, and grow 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 ROI.
Successful track record developing and implementing communications strategy, including media relations, crisis communications, social media, and digital strategy.
Exemplary verbal, presentation, and written communication skills, including communicating precisely and effectively across organizational levels and functions.
Excellent implementation skills, including setting and achieving goals, prioritizing, and managing multiple initiatives simultaneously.
Relationship-building skills and the flexibility and finesse to manage by influence.
Ability to work independently and entrepreneurially, with initiative and interest in 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 core operations.
Lead development of brand promises, positioning, and strategic messaging in support of 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 communications from CFP Board are accurate, consistent, and present a coherent organizational image.
Monitor the business and competitive landscape to strengthen the organization’s brand position within and beyond financial advice and financial planning.
Ensure consistent, metric-driven delivery of tactical marketing plans to achieve organizational goals.
Lead development of creative work and content with in-house staff and external partners.
Evaluate and report on marketing campaign effectiveness and the performance of staff and external business partners.
Guide CRM strategies, including segmentation, competitive analysis and market intelligence, prospecting, lead generation, and retention.
Lead data collection, tracking, reporting, and analysis 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 strategy and execution of the public awareness campaign in alignment with brand strategy and organizational priorities.
Oversee creative strategy, media investment, and consumer communications across channels.
Set campaign performance measures and use research, analytics, and results to improve effectiveness and return on investment.
Lead 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 initiatives.
Advise executive leadership on communications messaging and industry reputation management.
Identify opportunities to strengthen CFP Board’s visibility, reputation, and thought leadership in financial planning and among 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, setting 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 department budgets and resources, aligning investments with organizational priorities and value, including agency and vendor budgets.
Oversee relationships and negotiations with agencies, consultants, and other external partners, holding partners accountable for performance and results.
Partner with leaders across CFP Board to develop integrated strategies and ensure Marketing & Communications supports organizational priorities.