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About the Role
Lead marketing for the American Society of Administrative Professionals (ASAP) and Institute of Finance & Management (IOFM) portfolios during a strategic shift to enterprise B2B acquisition. This is a builder role focused on designing the go-to-market framework, team structure, and marketing standards to drive business growth. The role involves leading a team of eight and managing three revenue streams: practitioners, their employers, and sponsors/exhibitors. It offers the opportunity to operate with startup agility within a larger organization.
Responsibilities
- Shape brand strategy and positioning for ASAP and IOFM, including buyer personas and competitive insights.
- Lead thought leadership by commissioning research, white papers, and case studies.
- Build and execute multi-channel demand generation and account-based marketing programs to drive practitioner acquisition and enterprise pipeline.
- Develop programs to grow sponsor and exhibitor demand, positioning ASAP and IOFM as premium audiences.
- Create the customer journey lifecycle marketing architecture from awareness through renewal.
- Develop enterprise and sponsor-focused sales assets and define MQL/SQL criteria and lead scoring.
- Coach a team of eight and build playbooks and cross-functional agreements.
- Own marketing-sourced revenue and pipeline goals, setting targets, forecasting performance, and building measurement frameworks.
- Direct budget and investment strategy, manage vendor relationships, and evaluate marketing technology stack.
- Identify AI and automation tools to improve team efficiency.
Requirements
- 8-12 years of progressive marketing experience, with at least 5 years in a leadership role.
- Proven track record of building or significantly evolving a marketing function, ideally in a high-growth, startup, or transformation context.
- Demonstrated success in enterprise marketing, including ABM strategy, pipeline generation, and multi-stakeholder buyer journeys.
- Experience marketing to both organizational buyers and practitioners.
- Experience managing and developing teams of generalist marketers.
- Proficiency in marketing automation (Marketo or HubSpot preferred), Salesforce, marketing analytics, and digital channels.
- Working knowledge of AI tools and familiarity with ABM and intent data platforms.
- Ability to lead cross-functional teams through influence and translate complex value propositions into compelling messages.
- Experience building sales enablement programs and assets for enterprise sales motions.
- Travel approximately three times per year for portfolio events, plus occasional partner or customer meetings.
Skills
- Brand strategy
- Positioning
- Buyer personas
- Competitive insights
- Thought leadership
- Demand generation
- Account-based marketing (ABM)
- Lifecycle marketing
- Sales enablement
- Marketing automation (Marketo, HubSpot)
- Salesforce
- Marketing analytics
- Digital channels (email, paid search, paid social, SEO, content)
- AI tools
- ABM platforms
- Intent data platforms
- Budget management
- Vendor management
- Team leadership
- Cross-functional leadership
- Executive presentation
Location
- Remote
Work Type
- Fully remote
- Hybrid
Experience Level
- 8-12 years of progressive marketing experience
- 5+ years in a leadership role
Education Level
- Bachelor's degree in Marketing, Business Administration, or a related field
- MBA (plus)
Salary/Compensations
- $120,000 - $130,000 annually
- Eligibility for a 15% bonus
Benefits
- Flexible work environment (fully remote or hybrid)
- Generous paid time off programs (vacation, sick leave, paid family and medical leave)
- Investment in training and development (conferences, seminars, LinkedIn Learning)
- Comprehensive healthcare including no-cost-to-you services
- Free access to licensed clinical psychologists, life coaches, and 24/7 support for employees and families
- Wellness Program offering credit towards health insurance premiums
- Fitness challenges, webinars, and nutrition education
About the Company
- Diversified is a global B2B events and media company founded in 1949, headquartered in Portland, Maine.
- The company strengthens business communities by enabling professionals and businesses to connect and grow.
- Diversified serves industries including active lifestyle, business management, clean energy, commercial marine, healthcare, seafood, and technology.
- It has divisions and offices worldwide in Australia, Canada, Hong Kong, and the United Kingdom.
- Diversified is a third-generation, family-owned business.
Equal Opportunity
- Dedicated to creating, promoting, and nurturing a safe & inclusive work environment.
- Values diverse talents and welcomes individuals with unique backgrounds, working styles, and skillsets.
- Believes differences lead to better decisions, innovation, and service to customers and business partners.