Director, Public Awareness Campaign

The Director of the Public Awareness Campaign and Advertising is responsible for programs that increase CFP® brand awareness among consumers and other brand health measures among target audiences.  The programs include a multi-million dollar annual advertising campaign, public relations and communications, consumer-facing website (Letsmakeaplan.org), essential research (primary, secondary, and competitive), and analytics to support the public awareness campaign goals and performance.  Working cross-functionally and in close collaboration with agency partners, this role will champion the strategy, planning and execution for the CFP® certification and CFP Board brands’ messaging and creative treatment across all awareness marketing and communications vehicles and deliverables. The Director is the brand steward ensuring consumer awareness of CFP® certification as the standard of excellence for competent and ethical financial planning.  

Essential Functions 

• Develop/improve, plan, and implement the public awareness campaign and its programs to achieve stated organizational goals.  
• Manage advertising agency to create, test and implement annual advertising campaign within budget and schedule. 
• Oversee communication activities that support and complement the advertising campaign and ongoing consumer awareness of CFP® certification. 
• Manage the volunteer CFP Board Ambassador program, assign consumer-focused content articles to be written for Letsmakeaplan.org, track media engagement, host quarterly webinars to foster engagement and deliver relevant volunteer resources, and produce monthly volunteer e-newsletter. 
• Evaluate and edit consumer content for Letsmakeaplan.org, consumer-focused placed articles and press releases to ensure brand messaging and positioning. 
• Manage monthly consumer e-newsletter featuring content from Letsmakeaplan.org.  
• Direct the design, content, functionality, and outcomes of Letsmakeaplan.org, ensuring accuracy and timeliness of content and positive user experience. 
• Leverage consumer insights and research to drive creative development, placement, and positioning.  
• Identify secondary research data and manage primary marketing research programs that advance and support advertising strategy. 
• Pursue and synthesize research and analytic insights to track performance, solve business problems and, as appropriate, recommend actions to achieve goals. 
• Implement ongoing consumer and/or user testing of programs (advertising, communications, website) as appropriate. 
• Present qualitative and quantitative data in a meaningful, audience-relevant manner. 
• Conduct competitive analysis of CFP® certification mind share and positioning annually and provide recommendations for improvements, if any. 
• Adopt ongoing evaluation and analysis of activities and outcomes and provide accurate, insightful information to executives.   
• Ensure the delivery of quality, high-impact programs in advertising that elevate awareness, preference, and intent to use CFP® professionals. 
• Prepare, write and edit communications and presentations related to the campaign for the Executive Leadership Team and the Board of Directors. 
• Ensure budget and schedule compliance and provide regular briefings. 
• Drive the internal process of approvals and coordinate the logistics of campaign launches. 
• Evaluate agencies' performance and provide recommendations for improvement and other courses of action. 
• Collaborate with teams across the organization, including Legal/Compliance and Finance, for contract negotiations and agency Scope of Work (SOW) implementation. 
• Work with marketing and communications colleagues and core business teams to translate short and long-term goals into successful creative across all channels – offline and online. 
• Perform other duties as assigned. 
•  

Background/Skills/Abilities Preferred 

• Bachelor’s degree in Marketing, Advertising, Business, or related field; master’s degree a plus. 
• 7+ years of marketing experience in advertising or brand management, including corporate and/or agency experience. 
• Demonstrated expertise in functional roles, successfully leading large-scale multi-million strategic campaigns. 
• Business acumen, intellectual curiosity and corporate maturity are essential. 
• Experience creating integrated campaigns across multiple media types and understanding how creative can be effective across varying media channels. 
• Experience developing a national media strategy, working with agencies on media buying and having a solid understanding of media performance measures. 
• Strong analytical skills, comfortable reviewing and analyzing performance metrics and ability to pivot according to data insights. 
• Excellent presentation, written and verbal communication skills are required. 
• Aptitude for problem-solving, consensus-building, and inspiring others to achieve great work. 
• Highly organized and detail-oriented; capable of working independently and being a self-starter. 
• Ability to oversee, interpret and utilize effective market research. 
• Experience developing positive and productive agency and vendor relationships. 
• Ability to adapt to changes quickly, agility in strategic thinking and tactical implementation. 
• Demonstrated ability to think strategically and creatively. 
• Flair for negotiating, persuading, and networking. 
• Proficient with all standard office software, especially PowerPoint presentation skills. 

About CFP Board 

CFP Board is the professional body for personal financial planners in the U.S. CFP Board consists of two affiliated organizations focused on advancing the financial planning profession for the public’s benefit. CFP Board of Standards (501(c)(6)) sets and upholds standards for financial planning and administers the prestigious CERTIFIED FINANCIAL PLANNERTM certification — widely recognized by the public, advisors and firms as the standard for financial planners — so that the public has access to the benefits of competent and ethical financial planning.  

CFP® certification is held by nearly 100,000 people in the U.S. CFP Board Center for Financial Planning (501(c)(3)) addresses diversity and workforce development challenges and conducts and publishes research that adds to the financial planning profession’s body of knowledge. 

This position works on programs which are part of the 501 (c)(3) and 501 (c)(6). 

This position is based in the Washington D.C. office and works a hybrid schedule which could be changed at any time. 

CFP Board believes that diversity of experience and perspective are strengths and seeks to continue to grow a highly committed, skilled, and collaborative staff.