Senior Manager, Membership Product Marketing & GTM

Location: London, UK (Hybrid)

Can you turn customer insight into propositions that make value clear and relevant? Do you know how to connect product marketing, segmentation, GTM, and lifecycle engagement? Would you enjoy building a new product marketing capability in a complex, global membership organisation?

At CFA Institute, we are strengthening how we articulate and bring to market the value of membership. As Senior Manager, Membership Product Marketing & GTM, you will build clear value propositions, segmentation strategies, and go-to-market plans that help members understand, engage with, and benefit from what membership offers.

This is a newly created role in a developing function. It is a strong opportunity for a product marketer who enjoys using insight to shape proposition, messaging, lifecycle engagement, and stakeholder alignment rather than simply executing campaigns.

What You'll Do

• Develop clear membership and benefit value propositions that speak to different member segments, needs, and career stages.

• Use member insight, NPS themes, survey data, and performance evidence to shape proposition, segmentation, messaging, and GTM recommendations.

• Lead GTM planning for membership benefits, product enhancements, and strategic initiatives.

• Partner with Membership, Product, Central Marketing, Market Intelligence, analytics, regional teams, Education, and other stakeholders to align priorities and execution.

• Build lifecycle engagement strategies that help members understand the right benefits at the right time.

• Translate complex membership benefits into clear, relevant value narratives that support awareness, adoption, engagement, and retention.

• Help establish product marketing discipline within a new and evolving function.

What We're Looking For

• Strong product marketing experience, ideally in a digital, subscription, lifecycle, learning, or customer engagement environment.

• Proven experience developing value propositions, segmentation strategies, and GTM plans.

• Comfort working with customer/member insight, surveys, behavioural data, and marketing performance evidence.

• Ability to connect product value, audience need, messaging, lifecycle timing, and business outcomes.

• Strong stakeholder management skills and confidence influencing across complex or matrixed organisations.

• Structured strategic thinker who can build plans independently and turn ambiguity into practical direction.

• Balanced marketing judgement: insight-led and commercially aware, while still able to communicate clearly and bring people with you.

Nice To Have

• Experience in subscription, digital learning, education subscription, or member/customer lifecycle environments.

• Experience working across product, marketing, analytics, and regional/global stakeholder groups.

• Experience building product marketing capability in a new or maturing function.

Why Join Us

• Create and shape a new product marketing capability for membership.

• Play a direct role in improving how members understand and experience value.

• Work across a global organisation with exposure to product, marketing, insights, education, and regional membership teams.

• Put your stamp on how proposition development, GTM planning, and lifecycle engagement work in practice.

• Join a developing function with scope for future growth, broader exposure, and potential team expansion.

At CFA Institute, we are committed to transparency and equity in our hiring process. In compliance with wage transparency laws in many of the jurisdictions in which we recruit, we provide the following information regarding compensation for this position: Expected salary range: £75,000 - £85,000 per year. All salary ranges are subject to adjustment based on experience, education, and other factors relevant to the position. Additional benefits include eligibility for an annual incentive bonus, a 12% employer contribution to a pension plan, and a comprehensive medical benefits package.

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About CFA Institute

CFA Institute are the global leader in investment excellence and ethics. With nearly 200,000 charterholders across 160 markets, we drive professional growth, ethical behavior, and better markets. We care about our employees’ well-being, offering industry-leading benefits like:

• Comprehensive health coverage for you and your family

• Generous leave and time off

• Competitive retirement plans

• Flexible work options

• Wellness, education, and support programs

If you feel this opportunity could be the next step in your career, we encourage you to click “Apply” and complete our three-minute application.

Be part of a team committed to putting investors first and growing economies. Follow us @CFAInstitute on LinkedIn and X.

Important Message: Your application must clearly demonstrate how you meet the requirements as CFA Institute cannot make assumptions about your education, experience, or location. We thank all those who apply. Only those selected for further consideration will be contacted.

We are an Equal Opportunity Employer. CFA Institute prohibits both discrimination and harassment with regard to all identifying characteristics: any individual employee, group of employees, or prospective employee on the basis of race, color, national origin, citizenship or immigration status, religion, creed or belief, age, marital or partnership status, marital or family status, care giver status, pregnancy and maternity, sexual and other reproductive health decisions, physical abilities/qualities, disability, sexual orientation, gender, gender identity or expression, predisposing genetic characteristic, military or veteran status, status as a victim or witness of domestic violence or sex offense or stalking, unemployment status, infectious disease carrier status, migrant worker status, educational background, socio-economic status, geographic location and culture or any other basis protected by applicable law. This policy impacts all aspects of employment, including but not limited to, recruitment, hiring, compensation, training, development, promotion, demotion, layoff, recall, furlough, transfer, leave of absence, and dismissal. This is a global policy that applies to all CFA Institute employees, regardless of location.

If, due to a disability or current medical condition, you need an accommodation or assistance to complete a job application, you can request one at any stage of the recruitment process. Please send an email to humanresources@cfainstitute.org noting the accommodations or assistance you are requesting. Please do not include any medical or health information in this email. We will review your request and contact you to discuss the possible options and arrangements. We will try our best to provide you with an accommodation or assistance that meets your needs and respects your preferences.

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