Director, Membership Marketing & Engagement CFA Institute

Director, Membership Marketing & Engagement

Do you enjoy creating data-driven strategies that fuel growth and loyalty? Are you looking for a role where you can launch new membership models, drive retention, and design innovative engagement journeys? Join us to lead one of CFA Institute's most ambitious membership transformations.

At CFA Institute, our members are at the heart of everything we do.

This role offers you the chance to shape how we attract, engage, and retain a new generation of investment professionals. As Director, Membership Marketing & Engagement
, you will own the lifecycle strategy for a global membership community, driving measurable impact on growth, retention, and long-term member loyalty.

• Lead the membership lifecycle across acquisition, engagement, renewal, and advocacy, with a near-term emphasis on first-year retention for a new membership class.
• Own product marketing for membership: positioning, messaging, competitive insight, and launch readiness across all membership classes (including upcoming Associate Membership).
• Design and execute go-to-market plans that are data-driven and omnichannel, aligned to Marketing & Customer Experience (MCX) and Membership & Society Relations (MSR).
• Build segmentation frameworks and journeys; deliver personalised campaigns using marketing automation to drive conversion and renewal.
• Champion test-and-learn with clear KPIs and dashboards (renewal %, churn %, NPS, LTV/ARR framing); continuously optimise performance.
• Partner globally with Product, Education, Research, Technology, and regional/society teams to bring membership value to life in market.
• Manage and mentor a small team of marketing and customer experience professionals; cultivate a high-output, experiment-driven culture.

• Significant and demonstrable years of progressive experience in product marketing, within a global, matrixed environment.
• Proven experience leading GTM strategies for subscription, membership, or B2C/B2B2C products.
• Demonstrated expertise in audience definition and buyer personas: able to translate insights into sharp value propositions and differentiated positioning.
• Experience planning and running research, using findings to drive audience insight and shape membership marketing strategies.
• Commercial acumen with knowledge of pricing, analytics, and forecasting.
• Demonstrated success in developing and executing data-driven, multi-channel marketing campaigns that achieve measurable growth.
• Experience leading and mentoring small teams and working cross-functionally to achieve objectives.
• Strong analytical and technical skills; proficiency with marketing automation and CRM platforms, with a preference for Salesforce Marketing Cloud (SFMC); experience with other tools such as Adobe Campaign also valued.
• Excellent written, verbal, and interpersonal communication skills, with the ability to influence at senior levels.
• Familiarity with professional associations, subscription models, or nonprofit membership organisations.

• Lead the global launch and scale of CFA Institute's first new membership class and modernise our lifecycle and loyalty strategy.
• Make a visible impact with direct contribution to enterprise goals, board-level exposure, and scope for innovation.
• Collaborate with global colleagues across marketing, membership, and regional teams to deliver value-led member experiences worldwide.

At CFA Institute, we are committed to transparency and equity in our hiring process. In compliance with wage transparency laws in many of the jurisdictions in which we recruit, we provide the following information regarding compensation for this position:
Expected salary range: UK £90,000 - £100,000 / US $130,000 - $160,000 per year. All…