Head of Marketing, Brand and Planning (Maternity Contract)

About Chartered Accountants Ireland

Chartered Accountants Ireland is Ireland’s leading professional accountancy body, representing 40,000 members in over 100 countries and educating 8,600 students. Its members provide leadership across both the public and private sector, bringing experience, trusted expertise, and strict standards to all aspects of their work. As the largest professional body on the island of Ireland, Chartered Accountants Ireland engages with several stakeholders including governments, policy makers, regulators, and business groups on key issues affecting the profession and the wider economy. Chartered Accountants Ireland supports members at every stage of their career from education to qualification to continuing professional development.   

Institute Values

The Institute strives to embed an environment based on our Values of Excellence, Forward-Looking, Openness and Accountability. Candidates should be able to demonstrate how these may apply to them in the role for which they are applying and how their previous experience is relevant to them.  

Summary of Role

The Head of Marketing, Brand and Planning is responsible for leading the Institute’s marketing, brand, and strategic planning functions. This includes brand positioning, marketing strategy, business planning, digital experience, research and insights, CRM and analytics, and stakeholder engagement. The role supports the President, CEO, Director Members & Advocacy, and Executive Head of Strategy, Marketing and Commercial, and reports to the Executive Head of Strategy Marketing and Commercial.

Key Responsibilities

Brand

• Develop and implement the Institute’s brand strategy in support of overall strategic goals. 
• Ensure all communications and marketing programmes are consistently on brand.
• Lead brand activation including global projects in collaboration with Chartered Accountants Worldwide Marketing Directors group to promote and protect the Chartered brand. 
• Support commercialisation efforts and sponsorship strategies to unlock member value

Marketing

• Lead the development and execution of the Institute’s marketing strategy. 
• Oversee multi-segment student recruitment campaigns (currently excluding T5 partners).
• Manage marketing for professional development, careers, and acquisition programmes. 
• Support marketing initiatives across departments. Manage social media and communications channels.
• Provide marketing support for transition-to-membership and early-stage engagement initiatives. 
• Support member subscription and renewal communications. 
• Drive marketing programmes to ensure members understand the value of the profession and membership. 

Strategy and Planning

• Work with the LT, Council, and key stakeholders to manage the development and reporting of the Institute’s long-term strategy. 
• Partner with the LT to create the annual business plan, ensuring joined-up planning and optimal resource utilisation.

Stakeholder Engagement

• Collaborate with the Leadership Team (LT), Council, and strategic partners (e.g. CI Studios, Coyne, Resonate) to ensure strategic alignment and maximise value for members. 
• Drive optimal brand and market positioning that differentiates the Chartered brand in the minds of target audiences.

Research and Insights

• Develop and manage the Institute’s research and insights programme to inform strategic decision-making and enhance member understanding.

CRM and Analytics

• Collaborate with the Technology teams to implement a data strategy that enhances member and student communications. 
• Lead data mining and insights generation to strengthen relationships and deliver value.
• Lead on Power bi reporting and support Google Analytics tracking and analytics for the institute website and continuous digital improvement of online experiences.

Planning and budgets 

• Develop, implement and manage an annual plan with a supporting budget and income plan (where applicable).

Team

• Manage a team and/or project directly or indirectly. 

The candidate

Education and Experience 

• Bachelor’s Degree or equivalent in Business, Marketing customer service or related field or equivalent experience. Masters level preferrable. 
• Minimum of 8-10 years’ experience in a relevant role of which 3-5 should be at a supervisory/Management level.
• Experience working with Senior Leadership, managing and building relationships 
• People management experience with the ability to nurture and develop talent within the team.

Required Skills and Competencies 

• Highly motivated with the consistent ability to meet or exceeds goals by working in a collaborative manner with their team and peers.
• Ability to quickly build rapport and develop effective working relationships with others outside the department and the organisation.
• Consistently self-driven and goal-oriented with the ability to set effective team and individual goals and take ownership for results
• Demonstrated ability to multi-task, delegate and adapt to changing contexts and priorities of the organisation
• Strong analytical and critical-thinking skills with the ability to identify and leverage relevant data to use in planning and decision-making.
• Ability to understand, adapt to and interact with diverse people, teams, perspectives and cultures, with an understanding of how their management style can achieve results. 
• Proficient in using email, Internet, and other Microsoft Office applications (e.g. Microsoft Office, customer service/tracking applications) with the ability to learn and adapt to new technology.
• A good understanding of structure and workings of professional membership bodies preferably in the business or accountancy world.

Flexible work arrangements

The Institute welcomes and encourages applications from experienced candidates who may be looking for flexible work arrangements. If such arrangements are being sought please bring these to the attention of your interviewer.

The Institute will use the information which you have provided in this form to respond to your request or process your application and will hold and protect it in accordance with the Institute's privacy statement, which explains your rights in relation to your personal data.  By submitting this application acknowledge you have read our privacy statement.

Chartered Accountants Ireland is an equal opportunities employer.

How to apply: