ABOUT DIVERSIFIED
We are Diversified, a global B2B events and media company that strengthens business communities by fostering a space, in person and online, for professionals and businesses to connect and grow. The company serves as a trusted partner across several industries including active lifestyle, business management, clean energy, commercial marine, healthcare, seafood, technology and more. Established in 1949 and headquartered in Portland, Maine, the global company has divisions and offices around the world in Australia, Canada, Hong Kong and the United Kingdom. Diversified is a third-generation, family-owned business. Join our team as a Marketing Director!
ABOUT THE ROLE
You'll lead marketing across the American Society of Administrative Professionals (ASAP) and Institute of Finance & Management (IOFM) portfolios at a pivotal moment, as both shift from transactional, individual selling to enterprise B2B acquisition. This is a builder role: you'll design the go-to-market framework, team structure, and marketing standards that will drive the business for years to come. You'll lead a team of eight and sit at the center of three revenue streams: practitioners, the organizations that employ them, and the sponsors and exhibitors who want access to both. If you love operating like a startup leader inside a larger organization, this role gives you room to build, test, and iterate.
WHAT YOU'LL DO
- Shape two distinct brands: You'll own brand strategy and positioning for ASAP and IOFM, building buyer personas and competitive insights so each brand resonates with practitioners, organizational buyers, and sponsors and exhibitors.
- Lead thought leadership: You'll commission research, white papers, case studies, and point-of-view content that speaks to workforce development, training ROI, and finance operations pain points.
- Build a demand engine: You'll design and run multi-channel demand generation and account-based marketing programs, partnering closely with sales leadership to drive practitioner acquisition and enterprise pipeline.
- Grow sponsor and exhibitor demand: You’ll build programs that position ASAP and IOFM as premium, high-intent audiences and a trusted alternative to broad digital advertising. You’ll also partner with existing sponsors and exhibitors on co-marketing that extends our reach to new practitioners and buyers.
- Own the customer journey: You'll create the lifecycle marketing architecture from awareness through renewal and expansion, including nurture programs, automated workflows, and retention efforts that increase customer lifetime value.
- Equip the sales team: You'll develop enterprise and sponsor-focused sales assets such as pitch decks, ROI calculators, case studies, and audience profiles, and define MQL and SQL criteria, lead scoring, and handoff processes with sales leadership.
- Lead and grow your team: You'll coach a team of eight organized around growth and new acquisition and lifecycle and retention, and build the playbooks and cross-functional agreements with events, content, digital products, and sales that keep everyone clear and accountable.
- Own the number: You’ll own marketing-sourced revenue and pipeline goals across practitioners, organizations, and sponsors and exhibitors. You’ll set targets, forecast performance, and build the measurement framework for funnel performance, campaign ROI, cost per lead, customer acquisition cost, and retention. You’ll report results to VP and executive leadership and shift budget and tactics when the numbers call for it.
- Steward budget and tools: You'll direct budget and investment strategy, manage agency and vendor relationships, evaluate and consult on the marketing tech stack including Marketo and Salesforce, and identify AI and automation tools that improve how your team works.
WHAT YOU BRING
- Marketing leadership experience: You have 8-12 years of progressive marketing experience, including at least 5 years in a leadership role, and a bachelor’s degree in Marketing, Business Administration, or a related field.
- A builder's track record: You have built or significantly evolved a marketing function, ideally in a high-growth, startup, or organizational transformation context.
- B2B enterprise expertise: You have a proven record in enterprise marketing, including ABM strategy, enterprise pipeline generation, and multi-stakeholder buyer journeys, and you've marketed to organizational buyers as well as practitioners.
- Team development skills: You've managed and developed teams of generalist marketers, building structure, standards, and operational discipline.
- Technical fluency: You're proficient in marketing automation (Marketo or HubSpot strongly preferred), Salesforce (required), marketing analytics, and digital channels including email, paid search, paid social, SEO, and content, with working knowledge of AI tools and familiarity with ABM and intent data platforms.
- Influence and clarity: You can lead cross-functional teams through influence, translate complex value propositions into compelling messages for multiple audiences, and present persuasively to executives while balancing strategy with hands-on execution.
- Sales enablement and sector exposure: You have experience building sales enablement programs and assets for enterprise sales motions, including sponsor and commercial partner revenue. An MBA and exposure to professional association, events, education, or community-based businesses are a plus.
TRAVEL: You'll travel for portfolio events approximately three times per year, plus occasional partner or customer meetings.
WHY DIVERSIFIED?
- Work Environment: We offer the flexibility to work fully remote or enjoy a hybrid work schedule. Let our culture speak for itself.
- Work-Life Balance: Generous paid time off programs including vacation, sick leave and paid family and medical leave.
- Training & Development: From training conferences to professional development seminars, we invest in resources, including LinkedIn Learning for all staff, that empower employees to excel in their careers.
- Comprehensive Healthcare: Inclusive benefits beyond traditional healthcare coverage, including no-cost-to-you services. Free access to all employees and their families to a national network of licensed clinical psychologists, interactive self-paced programs, life coaches and 24/7 support.
- Wellness Benefits: Employees can earn credit towards their health insurance premiums by engaging in our Wellness Program which supports physical, mental, and emotional well-being through offering fitness challenges, webinars, and nutrition education.
The good-faith hiring range for this role is $120,000 - $130,000 annually. This role also includes eligibility for a 15% bonus based on annual revenue and operating profit metrics. Final offers are determined by each candidate's relevant experience, skills, and internal pay equity.
We are dedicated to creating, promoting, and nurturing a safe & inclusive work environment and we expect the same from each of our employees. We value diverse talents and welcome individuals with unique backgrounds, working styles, and skillsets. We believe that our differences make us a better team and stronger community by allowing us to make better decisions, be more innovative, and better serve our customers and business partners. We invite you to learn more about us.
8-12 years progressive marketing experience with at least 5 years in leadership; bachelor's degree in Marketing, Business Administration or related field; Salesforce required; Marketo or HubSpot strongly preferred; travel for events approximately three times per year.
Key Responsibilities
- leading brand strategy
- building demand engine
- managing marketing team
Skills & Tools
Marketo, HubSpot, Salesforce, LinkedIn Learning
Job Details
- Category: Marketing
- Seniority: Senior Level
- Commitment: Full Time
- Workplace: Remote — Portland, Maine, United States
- Salary: USD 120,000 – 130,000 / year
- Languages: English
Benefits
- Generous paid time off
- Generous parental leave
About Diversified
A global B2B events and media company that strengthens business communities by fostering spaces for professionals and businesses to connect and grow. — Industry: Media and Communications