Marketing Associate Director - R&A Segment Partner

Customer Unit Lead For Research & Advisory Segment

As the Customer Unit Lead for the Research & Advisory (R&A) segment, you will be the strategic marketing owner for one of our research and advisory customer units. This segment includes accountants and tax professionals across a range of firm sizes, with varied needs and expectations. Acting as the Marketing Lead for the R&A unit, you will shape and execute marketing strategies that reflect deep customer understanding and drive measurable growth. This role bridges strategy and execution, and will work closely with Sales, Product, and cross-functional marketing teams.

Key responsibilities include:

• Strategic ownership: Serve as the primary marketing point of contact for the General Manager and leadership team of the R&A segment. Translate business goals and customer needs into a clear marketing strategy and roadmap for the segment. Own the full-funnel strategy—from awareness to conversion to retention—for the Professional segment.
• Cross-functional collaboration: Partner with Demand Generation, Product Marketing, Brand & Communications, eCommerce, and Content teams to bring integrated campaigns to life. Collaborate with Product and Customer Success teams to align on GTM plans and lifecycle marketing initiatives.
• Customer-centric planning: Develop and maintain deep knowledge of the R&A customer—firm size, buying behaviors, pain points, personas, and journeys. Prioritize marketing initiatives based on R&A segment needs, opportunities, and performance data. Guide message development to ensure consistent and differentiated positioning across channels.
• Campaign and messaging leadership: Drive the creation and execution of segment-specific campaigns and content that resonate with R&A audiences. Ensure personalization and relevance across tactics, from outbound marketing to digital commerce experiences.
• Insight and strategy contribution: Continuously gather and share customer and market insights with Product and broader Marketing teams. Monitor performance KPIs and adjust plans to optimize impact and ROI. Be the voice of the R&A customer unit in cross-company marketing planning and strategy.

Qualifications:

• 8+ years of experience in B2B marketing (product marketing and/or lead generation), with 3+ years in a strategic or segment leadership role.
• Saas/software industry experience, required.
• Demonstrated ability to drive go-to-market success and cross-functional alignment.
• Experience developing messaging frameworks and segment-specific marketing strategies.
• Analytical and insight-driven with a track record of using data to inform marketing decisions.
• Exceptional communication and stakeholder management skills.
• Experience working in matrixed and highly collaborative environments.
• Knowledge of the tax and accounting profession or adjacent industries, a plus.
• Preferred experience in the following: ecommerce, demand generation, customer lifecycle marketing, search engine marketing, and/or marketing automation.
• Salesforce experience, preferred.

Travel requirements: 20-30%.

The above statements are intended to describe the general nature and level of work being performed by most people assigned to this job. They are not intended to be an exhaustive list of all duties and responsibilities and requirements.