Marketing Manager

CFA Institute•Charlottesville, VA

5d•$95,600 - $127,000

About The Position

CFA Institute is seeking a Marketing Manager to drive prospect acquisition, brand awareness, and market growth, with an immediate focus on the United States and Canada and potential involvement in Latin American markets. The role develops and executes audience-led, integrated marketing campaigns that connect CFA Institute’s offerings with the right audiences and contribute to the organization’s wider growth ambitions. Working within a global marketing team, the Marketing Manager leads campaigns from strategy and messaging through channel selection, launch, performance analysis, and optimization. The role uses market insight, customer insights, and audience segmentation to create targeted campaigns, coordinates activity across paid, owned, and earned channels, and works with cross-functional and regional partners to deliver consistent campaigns. It also monitors results against business KPIs and manages campaign timelines, budgets, resources, and agency relationships.

Requirements

At least 7 years of experience in market-led integrated marketing campaigns.
Experience in the investment or finance industry.
Proven experience developing and executing multi-channel marketing campaigns that generate qualified leads and deliver measurable business results.
Strong expertise in prospect acquisition and growth marketing, with examples of increasing audience reach, lead quality, or pipeline contribution.
Demonstrable experience using customer insights, market intelligence, and audience segmentation to create targeted marketing campaigns.
Strong knowledge of digital marketing channels and how to combine them effectively within integrated campaigns.
Experience managing marketing activity across complex, cross-functional organizations.
Strong analytical skills and the ability to interpret campaign performance and translate insights into actionable improvements.
Ability to manage campaigns independently while collaborating with colleagues and stakeholders across different locations.
A proactive, commercially minded approach and the drive to identify opportunities and turn ideas into action.
A bachelor's degree in Marketing, Business, Communications, or a related field.

Responsibilities

Develop and execute integrated, multi-channel marketing campaigns to generate qualified leads, attract new prospects, and drive measurable growth.
Lead campaign planning and execution in priority markets, particularly the United States and Canada, with potential involvement in Latin American markets.
Build targeted, audience-centric campaigns based on local market opportunities, customer insights, and audience segmentation.
Manage campaigns from initial strategy and messaging through channel selection, launch, performance analysis, and optimization.
Coordinate marketing activity across paid, owned, and earned channels, including digital advertising, email, social media, content, webinars, and events.
Collaborate with product marketing, digital marketing, creative, analytics, and regional stakeholders to deliver effective, consistent campaigns.
Monitor campaign performance against KPIs, including qualified leads, prospect growth, pipeline contribution, conversion, and return on marketing investment.
Use campaign data and market insights to identify opportunities, improve performance, and inform future marketing investment.
Manage campaign timelines, budgets, resources, and agency relationships to ensure successful delivery.