KPMG’s National Marketing & Communications team is looking for a dynamic and seasoned digital-first Marketing Senior Manager who is as passionate about strategy as they are about execution. Reporting to the National Director of Tax Marketing, this position is responsible for supporting and leading the development, management and implementation of the marketing strategy, plan and programs for KPMG Law. This role will work closely with the KPMG Tax and Law leadership teams, which includes Service Line leads across Canada, as well as Functional, regional and global marketers within KPMG.
The ideal candidate is steeped in all things digital including blogging, social media, email marketing, podcasts and has a strong background in the legal industry in a marketing leadership role. Possessing exceptional interpersonal and influencing skills, the Marketing Senior Manager will work closely with their colleagues to develop and implement effective marketing and communications strategies and programs that build brand, relationships and revenue priorities within the portfolio. The successful candidate will collaborate with Partners and colleagues in the Law practices as a creative and critical thinker to develop well-conceived, thoughtful business plans supported by their in-depth understanding of the legal market and our competition.
What you will do
Identify and monitor emerging trends and opportunities in the industry, and work with business leadership to build brand, relationships and revenue in key markets.
Strategic marketing planning, marketing program management and execution
Develop and implement national marketing and campaign plans, collaborating closely with support teams and monitoring progress.
Collaborate with colleagues to create, implement and review the adoption and effectiveness of marketing and communication programs to deliver on the objectives set in the national strategic Marketing & Communications Plan.
Strategically lead all functions of KPMG Law marketing while being hands-on for the day-to-day work.
Partner with attorneys and leaders to develop, present and execute strategic marketing plans that are aligned to and in coordination with the KPMG Tax Strategy
Plan and coordinate seminars, webinars, continuing legal education workshops, and other events that support practice and firm goals.
Serve as subject matter expert (SME) for the firm’s business and legal markets including industry trends, ad spends and competitive landscape
Develop and lead legal marketing campaigns, implementing across all marketing channels and platforms.
Aggregate competitive intelligence and market research, identifying actionable insights to drive KPMG Law go-to-market strategy
Produce client email alerts, newsletters and appropriate digital communications and develop / maintain contact lists for external client communications
Set the positioning, marketing tone and creative direction to further support KPMG’s brand.
Consult with key senior stakeholders, including the KPMG Law Operating Committee and the National Tax Leadership Team
Oversee KPMG’s web and digital presence as it relates to KPMG Law
Support how we win in the market
Draft and provide guidance on client proposals and orals; collaborate with proposal teams to develop and maintain bespoke KPMG Law proposal content, identifying differentiators and unique value propositions
Prepare firm and practice submissions for online directories, databases, and other publications
Enhance market profile and reputation
Develop and deliver programs to raise the external profile of the KPMG Law practice.
Collaborate with colleagues to develop and implement an appropriate mix of activities that highlight KPMG’s expertise, including flagship thought leadership, PR, social and digital strategies, and account based programs.
Develop and implement key thought leadership projects based on issues in the Industry where KPMG needs and/or wants to have an opinion that will help shape the development of the market.
Provide marketing recommendations to support lead generation
Marketing resource management and collaboration
Collaborate with National and Geographic Marketing and Communications colleagues.
Access and leverage the wider National Marketing and Communications resources (e.g. Creative Services, Digital and Social Media, etc.)
Continuous improvement and development
Responsible for developing ideas to progress the overall marketing program in order to foster a culture of continuous improvement and development.
Support and develop best practice marketing and communications.
Keep up to date with contemporary trends and thinking with focus on identifying growth opportunities to drive the marketing agenda and other activities
Embrace and drive innovative marketing strategies and techniques, translating the latest service and propositions, into practical approaches
Internal network collaboration
Work closely and collaborate with functions, industries, geographies and global counterparts in the development of integrated plans. Leverage appropriate programs, promote KPMG Law programs to be leveraged and share best practices.
Connect and engage with both the Key Account and Business Development teams to maximize account based marketing opportunities.
Budget management and marketing ROI
Day-to-day management of a budget and established KPIs.
Effective use of allocated marketing program budget and regularly report results to KPMG Law and Tax leaders to demonstrate value and ROI.
What you bring to the role
A marketing professional with 7 to 10 years’ experience
Experience in a legal firm is preferred, and experience in any professional services firm is an asset
Experience in a matrix organization would be advantageous
Experience collaborating, consulting and achieving results with senior leadership
Ability to work both autonomously and with various teams, collaborating for success
Strong communication (both written and verbal) and consulting skills
Ability to drive strategic results leveraging adaptability and resilience
Empathy with and an understanding of the key issues facing the Law practice
Demonstrable success in developing and implementing complex multi-channel marketing programs, with emphasis on digital and social, and aligning success to metrics, including analysis of ROI
Experience in developing compelling value propositions for services/campaigns and creating integrated issue-based platforms both for promoting relationships and generating revenue
Proven project management skills with the ability to get buy-in and support for projects from diverse and often widespread stakeholders.
Keen interest and understanding of the latest trends in digital and social marketing
Keys to your success
Diploma or undergraduate degree preferably in a marketing related qualification
Post graduate qualification in a marketing related discipline is desirable
Collaborative working approach
Confident and assertive with excellent influencing and persuasion skills
A strategic and lateral thinker with deep commercial awareness
Our Values, The KPMG Way
Integrity, we do what is right | Excellence, we never stop learning and improving | Courage, we think and act boldly | Together, we respect each other and draw strength from our differences | For Better, we do what matters
KPMG is an equal opportunity employer and values diversity in its workforce. KPMG encourages applications from all qualified individuals and will accommodate applicants’ disability-related needs, up to the point of undue hardship, throughout all stages of the recruitment and selection process. Any assessment and selection materials or processes used during the recruitment process will be available in an accessible format to applicants with disabilities, upon request. If you require a disability-related accommodation in order to participate in the recruitment process, please contact KPMG’s Employee Relations Service team for support at email: firstname.lastname@example.org or phone: 416-777-8002 or toll free 1-888-466-4778 Option 3. KPMG will consult with all applicants with disabilities who request accommodation during the recruitment process to ensure that the accommodation provided takes into account the applicant’s individual accessibility needs.