The Director, Strategic Marketing is responsible for overseeing FICPA’s marketing and communication activities and the development and delivery of a fully integrated marketing strategy for the institute. This role partners with stakeholders across the institute to develop, execute, and assess integrated marketing plans that promote FICPA events, advocacy initiatives, membership, products, services, and content and that increase our brand awareness and achieve organizational growth goals.
This position is ideal for a strategic thinker and hands-on individual who can formulate a cohesive brand strategy for the organization and take projects from concept to implementation. An individual who can merge strategy, growth, people, and industry insights to strengthen our brand to our members and prospects. One who possesses strong leadership and project management qualities to lead and inspire the marketing and communications team.
Essential Job Functions
Strategically lead and provide strategic assessment, development, execution and analysis of marketing and communication initiatives required to effectively promote and convey the FICPA’s brand, services, content, and value to, both, member, and relevant audiences.
Develop, maintain, and drive prioritization of all marketing and communications campaign activities for FICPA and develop KPIs to assess campaign success. Marketing channels include direct mail, email, social media, digital marketing, and event marketing. Project manage all activities and develop and adapt marketing plan to measure effectiveness against key goals using financial and data driven insights to form marketing decisions.
Work collaboratively with key stakeholders in Membership and across FICPA to develop content and messaging for proposed marketing and communications campaigns to support the FICPA and achievement of organizational goals; drive approval process for campaigns with key leadership; develop supportive marketing strategy and materials.
Work cohesively with Career Development and Advocacy departments to craft and execute a strategy to promote the CPA profession.
Lead content development and creative ideation for Florida CPA Today (quarterly magazine), blog, e-mails, video, social media, and websites to drive market activity.
Develop and manage a marketing budget that aligns effort and spend with FICPA membership and strategic goals and ensure delivery of expected financial targets.
Manages team members and external resources to drive results with optimal efficiency and effectiveness.
Collaboratively plan and coordinate marketing efforts with key colleagues in support of member acquisition and engagement, along with building and amplifying the brand.
Research competitors, current business standards, evolving legislative industry trends and news.
Direct digital marketing processes, from ad and content creation, creative and landing page testing, to campaign analysis and optimization.
Monitor and disseminate press about the FICPA and its activities.
Manage relationships with outside vendors utilized for communications materials (freelance writer, printers, etc.)
On an ongoing basis, evaluate effectiveness of strategies, services, materials, benefits, and policies.
Serve as the liaison with outside marketing consultants regarding creative marketing and social media services.
Maintains Institute’s Communications Policy
Other duties needed to help drive to the vision of the FICPA, fulfill our mission, and abide by our organization’s values.
Minimum Qualifications
Graduation from an accredited college or university with a bachelor’s degree in business, marketing, communications, or a related field.
Minimum of five years of professional and managerial experience in digital marketing, public relations and/or communications, or an equivalent combination of training and experience. Knowledge of AP Style and editing required.
Publication experience, including magazine production, is required. Accreditation in Public Relations (APR) or similar desired.
The Florida Institute of Certified Public Accountants serves as the association for all CPAs certified in the state. Founded in 1905, the FICPA has been working to advance the accounting profession in Florida for more than 100 years and now has more than 19,500 members. Continued membership growth and renewal has made the FICPA one of the largest CPA organizations in the United States.
