Manager, Marketing

Primary Purpose:

Manage the development execution and continuous improvement of integrated marketing and sales initiatives that support FMI member retention and recruitment, and SQFI revenue growth. This role owns campaign strategy and outcomes for SQFI certification and training programs, determining the right mix of hands-on execution, internal team delegation, and outside vendor or agency support to reach revenue and lead-generation goals. Partner with internal stakeholders to design, execute, and optimize multi-channel marketing campaigns that strengthen brand visibility, generate qualified leads, and support key association revenue priorities.

Essential Job Functions:

To manage the development and implementation of marketing and sales initiatives:

Develop and Implement Multi-Channel Marketing Strategies to:

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• Own campaign planning timelines, messaging frameworks, and go-to-market execution across priority revenue initiatives.
• Serve as a cross-functional marketing partner to Education, Business Development, Membership and Events teams to ensure cohesive storytelling and consistent market presence.
• Uplift FMI membership recruitment campaigns through marketing efforts.
• Grow the SQFI certification and the online training sales programs to ensure the Business Development team has the leads and marketing funnels needed to nurture their region’s sales goals and the training revenue goals are achieved.
• Create and oversee marketing campaigns for SQFI certification programs, services, and events, ensuring alignment with business goals.
• Work as a team using marketing resources to ensure the well-planned execution of SQFI brand management, events, communications, promotions, and editorial calendar.
• Collaborate with internal and external stakeholders to develop clear, compelling messaging that promotes SQFI certification and training programs across global markets.
• Ensure that SQFI’s marketing and sales efforts are aligned with business development and training revenue goals, supporting overall organizational growth.

Manage and Measure Lead Generation and Funnel Management:

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• Oversee lead generation workflows and marketing operations to ensure business development teams receive timely, qualified leads aligned with regional sales goals.
• Utilize HubSpot connected tools such as Dunn & Bradstreet Hoovers to prospect targets based on internal client’s project needs.

Collaborate with Business Development Teams:

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• Work closely with regional sales teams to ensure they have the tools, resources, and qualified leads needed to meet their sales targets.
• Develop and distribute sales enablement materials, including presentations, collateral, and case studies, to support the sales process.

Performance Tracking and Business Insights:

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• Track marketing and sales performance for certification and online training programs and share actionable insights with business development and internal teams to support planning and prioritization.
• Prepare regular reports on leads, marketing campaign performance, providing insights and recommendations to SQFI team members and business development teams to best position SQFI.
• Leverage HubSpot and related marketing tools to support targeting, campaign execution, and coordination with the Business Development team.
• Coordinate market research and competitive insights, as needed, to inform campaign planning, product positioning, and go-to-market decisions.
• Use insights from research to inform product development, pricing strategies, and marketing campaigns.

Budgeting and Resource Management:

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• Manage marketing budgets, ensuring efficient allocation of resources to achieve business objectives.
• Coordinate with vendors and agencies to maximize marketing spending and ensure timely execution of campaigns.

Other Job Functions:

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• Other responsibilities and duties as assigned or directed.
• Ability to travel to conferences locally and out of town.