Senior Brand Marketing Manager

CFA Institute is a global organization focused on investment excellence, ethics, and professional growth. The Senior Brand Marketing Manager leads integrated global brand campaigns, translating enterprise strategy into audience-focused programs, coordinating cross-functional teams and agencies, and using research and performance data to optimize brand impact.

Responsibilities:

• 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
• 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
• 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
• 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
• 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

Requirements:

• 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