Brand Marketing Manager, Societies

CFA Institute is a global organization focused on investment excellence, ethics, professional growth, and better financial markets. The Brand Marketing Manager, Societies connects Global Brand Marketing, Society Relations, and CFA Societies worldwide to translate enterprise brand strategies into locally relevant activation models, toolkits, and guidance. The role coordinates stakeholders, supports brand governance and capability building, manages resources and vendors, and measures the effectiveness of society marketing initiatives.

Responsibilities:

• Serve as the primary connection point between Global Brand Marketing, Global Society Relations & Operations (GSRO), and CFA Societies for society-facing brand activation and marketing enablement activities
• Support the development and execution of the society activation roadmap, partnering with Global Brand Marketing, GSRO, and regional stakeholders to prioritizecomm activation opportunities aligned with enterprise priorities, audience strategies, and market investment plans
• Translate marketing strategies, campaigns, and enterprise priorities into practical activation models, guidance, and resources that enable societies to effectively localize and implement initiatives while maintaining brand consistency
• Develop and continuously improve scalable activation playbooks, toolkits, implementation frameworks, and participation models, incorporating lessons learned and successful practices from across the society network
• Coordinate closely with Brand Marketing, Society Relations, Communications, Membership, and other enterprise teams to support effective society participation in marketing, membership, thought leadership, and market activation initiatives
• Develop and maintain trusted relationships with society leaders, staff, marketers, and regional stakeholders, gathering feedback and market insights to continuously improve activation programs and support models
• Establish and manage activation planning, intake, communication, and feedback processes that improve coordination across societies, GSRO, and Marketing teams
• Support the consistent application of CFA Institute brand standards across society marketing activities by providing practical guidance, resources, and consultation to society teams
• Partner with appropriate stakeholders to coordinate brand reviews, approvals, and risk mitigation processes while balancing local flexibility with enterprise brand requirements
• Identify recurring compliance challenges and collaborate with stakeholders to improve guidance, training, templates, and support resources
• Design and support training programs, office hours, webinars, workshops, Society Leadership Conference content, and self-service resources that strengthen society marketing and brand activation capabilities
• Promote adoption of available resources while sharing best practices, case studies, and successful activation approaches across the society network
• Own and continuously improve the Society marketing asset ecosystem, including maintenance of digital asset management platforms, ensuring brand resources, templates, toolkits, and campaign materials remain current, accessible, and organized
• Define and track adoption, participation, activation quality, engagement, and other agreed-upon success measures for society marketing initiatives and programs
• Evaluate activation outcomes and identify opportunities to improve effectiveness, increase adoption, strengthen society participation, and expand successful approaches across additional markets
• Support the development of reporting and insight-sharing practices that demonstrate the impact of society activation efforts and inform future planning
• Manage assigned vendors, agencies, budgets, timelines, and project deliverables associated with society activation initiatives
• Ensure that external resources and agency engagements support scalable capability development, knowledge transfer, and sustainable society activation outcomes

Requirements:

• Bachelor's degree in marketing, communications, business, or a related discipline, or an equivalent combination of education and experience
• Demonstrated experience in integrated marketing, brand activation, regional or field marketing, partnership marketing, or a related area
• Experience coordinating and delivering multi-market or global marketing programs within a complex, matrixed organization, including translating established strategies into locally relevant execution
• Experience developing enablement programs, toolkits, training resources, activation frameworks, or other scalable approaches that support adoption across distributed stakeholder groups
• Strong understanding of brand strategy and the ability to translate global marketing initiatives into locally relevant activation while maintaining brand consistency
• Demonstrated ability to build relationships, influence stakeholders, and drive adoption without direct authority in a matrixed environment
• Demonstrated success managing complex projects, budgets, agencies, vendors, and multiple concurrent workstreams
• High proficiency in Microsoft Office and familiarity with project management and collaboration platforms
• Ability to communicate effectively with stakeholders across multiple regions and time zones, adapting communication style and approach to different cultural and business contexts
• Professional experience working with chapters, affiliates, franchises, member organizations, regional offices, strategic partners, or similar distributed networks is strongly preferred
• Knowledge of financial services, professional education, membership organizations, or association environments is preferred