About the role:
Our Global Member Experience team design and deliver seamless member experiences across our member journeys. We do this by shaping the strategy and delivering a consistent global service for our members, that is responsive to local context, no matter how they choose to connect with us. Reporting to our Senior Manager, Region Brand Management, you will be responsible for developing and delivering the go-to-market brand strategy for your assigned markets. Taking a multi-market approach, the GTM strategy will be designed to test, optimize and lead brand activations in order to accelerate market entry, introduce the CPA Australia Brand, grow and retain membership base across the assigned markets. The Marketing and PR Lead will also act as the market subject matter expert in the creation of market brand campaigns, ensuring marketing activities deliver genuine cut-through and engagement in local markets.
Your Day to Day duties:
- Lead the localization and adaptation of the global brand strategy for assigned markets
- Provide clear market brand entry and GTM plan direction across different levels of stakeholder
- Support the PR and Media team with establishment of brand reputation within the market
- Work with the Marketing Delivery team based in Australia to ensure global campaigns are optimized for assigned markets.
- Conceptualize and develop targeted marketing campaigns to drive participation in CPA Australia’s major events and CPD (Continuing Professional Development) Programs in the assigned markets for members and industry stakeholders.
- Act as a regional brand subject matter expert in the creation of localized market brand campaigns, ensuring marketing activities deliver genuine cut-through and engagement in local markets.
- Conduct market competitor reviews to gauge CPA Australia brand and marketing effectiveness
- Develop a regional market communication strategy to position CPA Australia as a designation of choice in collaboration with the PR & Earned Media Team
- Identify key stakeholders, such as government, regulatory bodies, media, key members and general public and develop and maintain productive relationships
About You:
- Significant experience in brand management and PR that supports go to market strategy and implementation for successful market penetration.
- You have previously developed regional marketing and communication strategies in emerging markets the likes of MENA, South and Southeast Asia to drive business outcomes including growth KPIs.
- Ability to think strategically and communicate confidently across various marketing channels. Ability to adapt communication style based on audience and platform needs
- Strong experience working with internal and external stakeholders, organizations, industry bodies and government agencies to drive brand trust and awareness. Demonstrated confidence working with senior stakeholders
