Director of Marketing
Employment Type: Full-Time
Industry: Advertising/Marketing/Public Relations
Cherry Bekaert has been providing consultative accounting and advisory services to our clients for over 70 years. We are seeking a dynamic Director of Marketing to lead digital and traditional marketing strategy, an internal marketing team, and external resources. This position can be based in Richmond, VA, or Atlanta, GA, and will report directly to the Managing Partner of Growth/Chief Practice Officer.
Responsible for creating and implementing marketing plans that drive growth, improve client retention, increase brand awareness, and enhance communication, the Director of Marketing will actively collaborate with the Chief Business Development Officer, Director of Sales, and industry groups. A passion for hands-on leadership and a proven ability to tie client experience into the overall marketing strategy are vital to success in this role.
Responsibilities: Create and execute a firm-wide marketing plan with a supporting growth budget that aligns with the Firm’s growth plan and strategic vision. Coordinate with CBDO on budget allocations and ROI for marketing spend. Manage and mentor in-house marketing team, including design, proposal writing, and communication resources. Determine staffing needs for team. Collaborate with the CBDO, strategy and sales teams, and industry groups to help identify and create branding, marketing communication and digital efforts, initiatives and programs that help drive the growth of the Firm and enhance the client experience. Furnish marketing advice, counsel, and general support to all departments within the organization. Develop and oversee strategy to expand digital presence and offer quality content on Twitter, LinkedIn and Facebook and other relevant social media outlets. Create a compelling propriety content and thought leadership strategy to support the Firm’s Industry go-to-market strategy; oversee the creation of the content and the transformation of the content to ensure easy sharing on digital platforms. Oversee email and digital campaign development and implementation. Oversee in-house team that manages website. Direct creation, adaption, improvement, and optimization of web communication for SEO and organic and keyword search. Manage inbound marketing initiatives including campaign development and data analysis. Create and evaluate effective metrics/reports to measure effectiveness of all digital programs and marketing campaigns. Monitor and protect the Firm’s online reputation and the accuracy of our digital presence. Evaluate and develop business case for new digital tools, platforms and resources that help drive growth. Develop and execute a strategic external communications plan that incorporates brand messaging and marketing content and determine optimal methods of promotion and dissemination. Oversee development and maintenance of traditional brand communication pieces including all marketing materials/brochures, proposals, presentations, advertising, news releases, event promotions, and professional bios. Establish and manage a central proposal creation process and content management system that enables collaboration and streamlines the development of winning responses. Oversee the overall execution of the external client experience program and initiatives in coordination with the Client Experience Committee. Understand and evaluate the client acquisition process and how we are performing against service expectations to enhance client on-boarding and deliver of Firm’s client promise. Map the client journey and develop client segmentation strategies for client experience enhancement, client appreciation, referral requests, testimonials, case studies and references. Optimize, refine and manage the channels used by the Firm to drive new client acquisition and expand client retention/loyalty. Collaborate with the CBDO and Sales function to identify new business, client retention programs and client growth strategies. Demonstrate knowledge of and support firm’s mission, vision, value statements, standards, policies and procedures, operating instructions, confidentiality standards, and the code of ethical behavior.
Requirements: Bachelor’s degree in business, marketing, digital technologies or related field required; MBA a plus 10+ years of experience leading progressive digital marketing initiatives and marketing plan execution, preferably within a professional services environment Demonstrated knowledge driving business results through effective cross-channel digital marketing campaigns. Solid understanding of current and emerging digital marketing channel relationships in a B2B environment Advanced analytic and evaluation competencies and in-depth knowledge of emerging digital marketing tools, techniques, technologies, and testing practices Sound understanding of SEO/SEM, Google Analytics, CRM, A/B testing, and next generation digital marketing tools and strategies High-level familiarity with web design, user experience, systems integration, marketing automation and sales enablement tools and functionality Experience with client journey mapping with ability to evaluate end-to-end client experience across multiple channels and client touch points Strong cross-functional team leadership and effective communication skills to engage stakeholders and influence outsiders
*No agencies, please.
Licenses & Certifications
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information. 41 CFR 60-1.35(c)
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