Senior Brand Marketing Manager

About the role

The Senior Brand Marketing Manager leads integrated global campaigns that build the reputation, relevance, and consideration of CFA Institute and contribute to long-term brand-led growth. This role translates enterprise brand and business strategy into programs that reach priority audiences across global markets. Working within the Global Brand Marketing team, you will collaborate with brand, creative, content, media, digital, product marketing, regional teams, and external agencies. You will use audience insight, market intelligence, and performance data to guide where, when, and how CFA Institute shows up in the market. This position may be based in Charlottesville, New York, or London and will be supported by the Director, Global Brand Marketing.

What You'll Do

Global Brand Campaign Strategy

• Develop strategies for major global brand campaigns, defining target audiences, propositions, objectives, and measures of success.
• Identify opportunities to increase brand relevance, familiarity, consideration, and preference among priority audiences.
• Shape campaign architecture across global, regional, and audience-specific activity, balancing consistency with local market needs.
• Use audience research, market intelligence, brand tracking, competitive insights, and cultural trends to inform campaign decisions.
• Partner with Brand leadership to translate enterprise priorities and brand positioning into actionable campaign platforms.

Integrated Campaign Leadership

• Lead major integrated campaigns from strategy and creative development through activation, optimization, and evaluation.
• Develop clear campaign briefs and provide strategic direction to internal creative teams and external agencies.
• Lead cross-functional teams across Brand, Creative, Media, Content, Digital, Product Marketing, and regional marketing.
• Make informed trade-offs across audience opportunity, creative ambition, channel strategy, investment, and delivery.
• Ensure global campaign platforms can be adapted effectively for regional and local markets without diluting the core strategy.

Brand Effectiveness, Measurement and Optimization

• Develop measurement frameworks that connect brand activity with sentiment and business outcomes.
• Interpret brand tracking, audience, media, and campaign performance data to evaluate effectiveness.
• Use testing and experimentation to strengthen campaign performance and understanding of brand investment.
• Recommend changes to audience priorities, creative direction, channel allocation, and investment based on evidence.
• Communicate campaign results, insights, and strategic implications clearly to senior stakeholders.

Strategic Partnerships and Influence

• Serve as a strategic campaign partner to Brand, Product Marketing, Media, Digital, Creative, Content, and regional marketing leaders.
• Build alignment among stakeholders with differing objectives while keeping campaigns anchored to agreed brand and audience outcomes.
• Influence senior stakeholders on campaign strategy, prioritization, creative direction, and investment.
• Lead relationships with key creative, media, and specialist agency partners.
• Constructively challenge internal and agency recommendations to strengthen strategic and creative quality.

Investment, Governance and Capability

• Manage significant campaign budgets and recommend how investment should be allocated.
• Establish and improve campaign standards, briefing practices, governance, and ways of working.
• Identify opportunities to make global campaign development and activation more effective and efficient.
• Coach colleagues and help strengthen strategic, creative, and commercial capabilities across the team.
• Contribute to the continued development of campaign management as a center of excellence within CFA Institute Marketing.

What You'll Bring

• A bachelor's degree in marketing, communications, business, or a related discipline, or an equivalent combination of education and experience.
• Eight or more years of relevant experience in brand marketing, integrated marketing, campaign strategy, advertising, or a related field.
• Demonstrated success developing and leading integrated brand campaigns across multiple markets and channels.
• Experience briefing and directing creative, media, and agency partners.
• Strong knowledge of paid, earned, and owned media and channel strategy.
• The ability to interpret brand, audience, and campaign data and translate it into strategic decisions.
• Experience managing significant campaign budgets and making investment recommendations.
• Strong commercial judgment and the ability to balance long-term brand outcomes with shorter-term business priorities.
• Excellent communication and stakeholder-management skills, including experience influencing senior leaders.
• The ability to work effectively within a complex, global, and matrixed organization.
• Fluency in English; additional language capabilities would be beneficial.

Pay

Expected salary range in the United States: $110,000 - $150,000 per year. All salary ranges are subject to adjustment based on experience, education, and other factors relevant to the position. Additional benefits include eligibility for an annual incentive bonus, a 12% employer contribution to a 401(k) or pension plan, and a comprehensive medical benefits package.

Benefits

We offer a comprehensive benefits package to support our employees, including health coverage, generous time off, competitive retirement plans, flexible work options, and wellbeing and development programs. You can learn more on our careers site: Working at CFA Institute | Comprehensive Benefits

About CFA Institute

CFA Institute is the global leader in investment excellence and ethics. With nearly 200,000 charterholders across 160 markets, we promote professional growth, uphold ethical standards, and help advance better financial markets. Join a global organization committed to putting investors first. Follow CFA Institute on: LinkedIn | YouTube | Facebook | Instagram | WeChat | Weibo