Marketing Associate Director - R&A Segment Partner

Wolters Kluwer

Minneapolis, MN

Full Time

Director

153k-217k

4 days ago

Job Description

About the Role

As the Customer Unit Lead for the Research & Advisory (R&A) segment, you will be the strategic marketing owner for one of our research and advisory customer units. This segment includes accountants and tax professionals across a range of firm sizes, with varied needs and expectations. Acting as the Marketing Lead for the R&A unit, you will shape and execute marketing strategies that reflect deep customer understanding and drive measurable growth. This role bridges strategy and execution, and will work closely with Sales, Product, and cross-functional marketing teams.

Key Responsibilities

Serve as the primary marketing point of contact for the General Manager and leadership team of the R&A segment
Translate business goals and customer needs into a clear marketing strategy and roadmap for the segment
Own the full-funnel strategy—from awareness to conversion to retention—for the Professional segment
Partner with Demand Generation, Product Marketing, Brand & Communications, eCommerce, and Content teams to bring integrated campaigns to life
Collaborate with Product and Customer Success teams to align on GTM plans and lifecycle marketing initiatives
Develop and maintain deep knowledge of the R&A customer—firm size, buying behaviors, pain points, personas, and journeys
Prioritize marketing initiatives based on R&A segment needs, opportunities, and performance data
Guide message development to ensure consistent and differentiated positioning across channels
Drive the creation and execution of segment-specific campaigns and content that resonate with R&A audiences
Ensure personalization and relevance across tactics, from outbound marketing to digital commerce experiences
Continuously gather and share customer and market insights with Product and broader Marketing teams
Monitor performance KPIs and adjust plans to optimize impact and ROI
Be the voice of the R&A customer unit in cross-company marketing planning and strategy

Requirements

8+ years of experience in B2B marketing (product marketing and/or lead generation), with 3+ years in a strategic or segment leadership role
SaaS/software industry experience, required
Demonstrated ability to drive go-to-market success and cross-functional alignment
Experience developing messaging frameworks and segment-specific marketing strategies
Analytical and insight-driven with a track record of using data to inform marketing decisions
Exceptional communication and stakeholder management skills
Experience working in matrixed and highly collaborative environments
Knowledge of the tax and accounting profession or adjacent industries, a plus
Preferred experience in ecommerce, demand generation, customer lifecycle marketing, search engine marketing, and/or marketing automation
Salesforce experience, preferred

Nice to Have

Knowledge of the tax and accounting profession or adjacent industries
Experience in ecommerce, demand generation, customer lifecycle marketing, search engine marketing, and/or marketing automation
Salesforce experience

Qualifications

Experience in B2B marketing, specifically in product marketing and lead generation
Experience in SaaS/software industry
Leadership experience in segment or strategic marketing roles