Director, Accountant Channel Marketing
Role Overview
The Director, Accountant Channel leads the development and execution of integrated, multi-channel campaigns that drive partner referrals, engagement, and retention.
This leader builds and scales data-driven lifecycle marketing programs, establishes a robust segmentation and nurture framework, and orchestrates coordinated marketing and sales campaigns aligned with channel business objectives. Serving as the strategic hub across Marketing, Sales, Product, and Operations, this role ensures the Accountant Channel operates as a sustained and scalable growth engine while maximizing ROI across all channel investments.
The role works with partners from shared marketing, media, and operations teams, leveraging centralized capabilities while maintaining strategic ownership of channel outcomes.
Core Responsibilities
Channel Strategy
- Define and execute short- and long-term marketing strategies aligned to company growth and revenue goals.
- Serve as the marketing lead for the channel, providing strategic direction, thought leadership, and prioritization.
- Translate enterprise strategy into channel-specific initiatives with clear financial and business impact.
Campaign Development
- Lead the planning, execution, and optimization of integrated marketing, sales and inbound telemarketing-supported campaigns across the channel.
- Own campaign budgeting, allocating investment across programs to maximize pipeline and revenue contribution.
- Partner closely with Sales leadership to ensure marketing initiatives directly support revenue and partner growth objectives.
- Develop campaign themes, value propositions, and messaging frameworks tailored to accountant personas and firm life cycle stages.
- Ensure seamless handoff to Sales through enablement assets, playbooks, and campaign readiness.
Segmentation, Lifecycle & Nurture Strategy
- Architect and own a comprehensive segmentation model incorporating firm size, life cycle stage, behavioral signals, product usage, and growth potential.
- Design and scale personalized life cycle programs using automated nurtures, dynamic content, and data-driven targeting.
- Continuously optimize life cycle investments and targeting strategies based on performance insights and channel evolution.
Industry Trade Advertising & Media Strategy
- Own the strategy, budget, and execution of industry trade advertising across key accounting and financial services publications, events, and digital media.
- Ensure trade media investments are fully integrated with broader channel campaigns, messaging frameworks, and sales motions.
- Partner with brand, communications, agencies, and dotted-line teams to deliver high-impact creative that reinforces channel value and thought leadership.
- Measure performance and optimize spend based on ROI, pipeline influence, and business outcomes.
Data, Measurement & Optimization
- Establish KPIs tied to revenue contribution, engagement, retention, and marketing ROI.
- Own channel performance reporting and budget efficiency analysis, using insights to guide investment decisions.
- Foster a culture of testing, experimentation, and continuous optimization.
Cross-Functional Coordination & People Leadership
- Act as a strategic connector across Product, Sales, Operations, Finance, and Data teams.
- Lead, coach, and develop two Channel Marketing Managers, setting clear priorities, goals, and standards of excellence.
- Provide strategic direction and prioritization to inbound telemarketing partners to ensure alignment with Channel strategy and campaign execution.
- Effectively influence dotted-line partners to deliver against channel objectives.
- Represent the accountant community to influence product roadmap decisions and prioritization.
- Ensure alignment on channel positioning, launches, and market-facing narratives.
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Qualifications
Qualifications & Experience
- 15+ years of experience in B2B, channel, or partner marketing, including ownership of significant budgets and people leadership.
- Proven success driving revenue-impacting strategies, with deep expertise in segmentation, life cycle marketing, and industry trade media.
- Strong understanding of accountants, advisors, or professional services audiences (CPA, bookkeeping, or financial services experience preferred).
- Demonstrated ability to lead direct reports and dotted-line teams through influence.
- Highly analytical, data-driven mindset with a track record of optimizing investment for growth.
- Exceptional executive communication skills.
