The Senior Manager, Membership Growth Marketing is responsible for growing the CFA Institute membership base across all membership classes. The role develops the membership growth marketing strategy and translates it into a prioritised programme of acquisition, nurture, and conversion activity.
This is a strategically weighted role. Developing the growth strategy requires connecting the membership proposition, audience segmentation, and channel opportunity into a clear, commercially prioritised view of where growth will come from and how to unlock it. The role sets the direction for how CFA Institute attracts and converts new members, and brings the commercial judgement to prioritise audiences, propositions, and investment accordingly.
Alongside strategy, the role carries a remit for the performance management of growth - owning membership growth targets, forecasting, funnel performance and analysis. The role works closely with Membership Product Marketing on proposition and segmentation and delivers through the wider marketing function. It reports to the Marketing Director, Membership Marketing & Engagement.
What You’ll Do
Growth Marketing Strategy
- Develop the membership growth marketing strategy across all membership classes
- Connect member proposition, audience segmentation, and channel opportunity into a prioritised growth plan
- Bring commercial judgement to where growth will come from, prioritising audiences, propositions, and investment
Acquisition & Conversion
- Own the membership growth campaign roadmap across all relevant audiences
- Lead prospect generation, nurture, conversion and reactivation activity
- Ensure each audience receives the right membership proposition at the right point in the journey
Society Affiliation at Acquisition
- Apply the society membership proposition within prospect and member journeys
- Encourage eligible prospects to join both CFA Institute and a CFA Society, integrating society value into candidate and member campaigns
- Track and improve new-member society affiliation rates
Performance Management & Optimisation
- Own growth targets, forecasting, and funnel performance for membership acquisition
- Monitor lead, nurture, and conversion performance, identifying and acting on funnel drop-off
- Partner with Data and Analytics team to develop dashboard and reporting capabilities
Execution Delivery
- Translate growth plans into clear campaign and initiative briefs
- Coordinate delivery across membership marketing and the wider marketing function, and partner regional marketing leads to deliver and localise the growth strategy in priority markets
- Manage timelines, dependencies, risks, and escalation across growth marketing activity
Collaboration & Stakeholder Engagement
This role works closely with teams across the organisation, including:
- Membership Product Marketing
- Member Lifecycle & Communications
- Marketing and Customer Experience
- CRM & Marketing Automation
- Enterprise Data Analytics
- Membership Operations
- Regional marketing and membership leads
- Society Relations
The role requires the ability to navigate a complex, global stakeholder environment, to set commercial direction for growth, and to deliver through teams it does not directly manage.
Success Measures
This role contributes directly to the organisation's membership growth goals. Key performance indicators are as below:
- New-member acquisition and growth across membership classes
- Lead volume and quality
- Associate prospect conversion rate
- Charter Pending conversion rate
- Candidate nurture progression
- Growth campaign performance and return on investment
- New-member society affiliation rate
What You’ll Bring
- 5 to 8 years' specialist experience in growth, acquisition, or demand-generation marketing, with strong commercial judgement. Experience in membership, subscription, or lifecycle-driven contexts is an advantage.
- Proven experience developing growth marketing strategy and translating it into prioritised acquisition and conversion programmes
- Experience owning growth targets, forecasting, and funnel performance
- Experience working in complex or global organisations, briefing and collaborating with internal and external stakeholders to deliver campaigns
Skills
- Strong growth marketing strategy skills, able to turn ambition into a prioritised, evidence-based plan
- Strong commercial judgement, comfortable owning growth targets, forecasting, and funnel performance
- Strong data literacy and comfort using performance data for decision making
- AI-fluent, able to use AI tools to improve efficiency and impact of growth marketing outcomes
- Confident writing clear campaign and initiative briefs and directing delivery teams
- Excellent stakeholder management ability
- Ability to operate effectively in cross-functional and matrix environments
Personal Attributes
- Commercially driven, motivated by growth and measurable outcomes
- Structured thinker able to connect strategy, proposition, and delivery
- Confident engaging and influencing senior stakeholders
- Strong sense of ownership and accountability for growth outcomes
- Calm under pressure
We offer a comprehensive benefits package to support our employees, including health coverage, generous time off, competitive retirement plans, flexible work options, and wellbeing and development programs. You can learn more on our careers site: Working at CFA Institute | Comprehensive Benefits
Work Authorisation and Sponsorship
Applicants who currently require, or may in the future require, visa sponsorship to work in the country where this role is based should be aware that CFA Institute does not normally provide visa sponsorship for new employees and does not anticipate doing so for this position.
Location Eligibility
Applicants should be aware that this position is approved for hire only in the location(s) listed in this job posting. Eligibility will be assessed based on an applicant's current ability to work from a location listed in this job posting at the time of application, and CFA Institute is unable to progress applications from individuals who are currently unable to work from the advertised hiring location(s), including where relocation is planned for a future date.
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We are an Equal Opportunity Employer. CFA Institute prohibits both discrimination and harassment with regard to all identifying characteristics: any individual employee, group of employees, or prospective employee on the basis of race, color, national origin, citizenship or immigration status, religion, creed or belief, age, marital or partnership status, marital or family status, care giver status, pregnancy and maternity, sexual and other reproductive health decisions, physical abilities/qualities, disability, sexual orientation, gender, gender identity or expression, predisposing genetic characteristic, military or veteran status, status as a victim or witness of domestic violence or sex offense or stalking, unemployment status, infectious disease carrier status, migrant worker status, educational background, socio-economic status, geographic location and culture or any other basis protected by applicable law. This policy impacts all aspects of employment, including but not limited to, recruitment, hiring, compensation, training, development, promotion, demotion, layoff, recall, furlough, transfer, leave of absence, and dismissal. This is a global policy that applies to all CFA Institute employees, regardless of location.
If, due to a disability or current medical condition, you need an accommodation or assistance to complete a job application, you can request one at any stage of the recruitment process. Please send an email to [email protected] noting the accommodations or assistance you are requesting. Please do not include any medical or health information in this email. We will review your request and contact you to discuss the possible options and arrangements. We will try our best to provide you with an accommodation or assistance that meets your needs and respects your preferences.
CFA Institute London, England Office
London, United Kingdom
