Senior Manager, Membership Growth Marketing

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 ma...

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