Director of Marketing

Director of Marketing

The Role

We are seeking a Director of Marketing to lead a performance-focused marketing function that plays a central role in how the organization grows.

Reporting to the CEO, this senior leadership role is responsible for translating organizational goals into a clear, focused marketing strategy that drives demand, strengthens CPA member engagement, and converts marketing investment into measurable, repeatable business outcomes.

This includes building and scaling a demand engine that supports advisor-led sales and brings discipline and clarity to how growth is measured, prioritized, and delivered.

About CPA Insurance Plans West (CPAIPW)

At CPA Insurance Plans West (CPAIPW), we take care of the person behind the designation. We provide insurance solutions and group employee benefits designed to protect the health and wealth of CPAs. As a not-for-profit organization, we are committed to delivering exceptional service tailored to the unique needs of CPAs.

Now is an exciting time to join CPAIPW. We're expanding our team to support a future filled with new opportunities and new ways to serve our clients. For those who thrive in an energetic environment and want to be part of something meaningful, CPAIPW offers a chance to grow and make a difference.

Core Values

These values guide how we work, make decisions, and lead.

• Let's Go - We are motivated to take action today.
• Raise the Bar - We take the initiative to improve everything we do.
• Anything is Possible - We approach obstacles with an open mind.
• We are Good People - We make a positive impact every day.

What You'll Be Accountable For

Senior Leadership

• Act as a strategic partner to the CEO and leadership team, contributing to organization-level planning and decision-making.
• Own and evolve marketing strategy, translating the organization's vision and priorities into a focused, performance-driven growth plan.
• Establish success metrics to guide strategy, optimize performance, and inform leadership decisions.

Team Development

• Lead, mentor, and develop a small, high-performing marketing team.
• Build and evolve scalable processes and ways of working that enable clarity, focus and consistent delivery.
• Foster a culture of accountability, continuous improvement, and thoughtful experimentation.

Demand Generation, Lead Capture & Conversion

• Design and lead a performance-driven demand generation and conversion model that supports advisor-led sales across digital and traditional channels.
• Allocate marketing investment toward the highest-impact opportunities, using data and insight to optimize lead flow, conversion rates, and return on investment.
• Partner with Sales to define lead quality standards, feedback loops that improve conversion, speed-to-contact, and experience.

Content & Brand Direction

• Champion content, communications, and brand consistency across the organization, setting clear expectations for how the brand shows up across marketing, sales, advisors, partners, and service.
• Establish clear measures of impact on pipeline and conversion, ensuring content and brand efforts are prioritized, evaluated, and refined based on their contribution to growth.

Strategic Partnerships

• Identify and develop strategic partnerships across the CPA ecosystem to extend reach, credibility, and client growth.
• Ensure partnerships deliver measurable value in awareness, engagement, and demand.

CPA Candidate Program Leadership

• Lead the CPA Candidate program as a core long-term growth and pipeline strategy.
• Define and execute a clear go-to-market strategy for CPA Candidates, from early awareness through to designation and beyond.
• Expand the program to include value-add offerings that support CPA Candidates through education, career development, and life-stage transitions.

To Be Successful, You Should Have:

• Proven experience leading marketing strategy in a growth-oriented organization.
• Strong business acumen with the ability to connect marketing decisions to revenue, retention, and organizational outcomes.
• A data-informed approach to decision-making, paired with sound judgment and pragmatism.
• Experience across demand generation, performance marketing, and strategic partnerships.
• Deep appreciation for content, communications, brand consistency.
• The ability to influence and collaborate across functions in an organization where sales, marketing, and service work very closely together.

Job Types: Full-time, Permanent

Benefits:

• Casual dress
• Company events
• Dental care
• Disability insurance
• Employee assistance program
• Extended health care
• Life insurance
• On-site parking
• Paid time off
• RRSP match
• Tuition reimbursement
• Vision care
• Wellness program

Work Location: In person