Overview

Job description

Role Summary
All outputs and activities must be to the highest possible standards and the successful candidate will need to display exceptional leadership, communications, team management, strategy and influencing skills. 

The Managing Director of Marketing and Communications, Tax & Legal is accountable for leading the strategic development, management and implementation of an effective international marketing and communication strategy for the Global Tax & Legal Function that is aligned with the overall KPMG vision, business objectives and marketing strategy.

This individual will work closely with the Global Head of Tax (based in London, UK), and International Tax Steering Group (variously located around the world) to provide strategic marketing input into the Global Tax Business Plan.  They will report directly to the Global Chief Marketing Officer (based in London, UK), with a dotted line to the Head of Global Communications (based in New York, US).

 

This is a very challenging and strategic global role that will involve day to day liaison with the global leadership of KPMG. All outputs and activities must be to the highest possible standards and the successful candidate will need to display exceptional leadership, communication, management, strategy and influencing skills.

 

Strategic Marketing and Communication Planning and Program Management 

  • Consult and work with Global Tax & Legal leadership, Global Sector Heads and Heads of Tax Marketing and Communications in major practices to lead the development of a dynamic Strategic Marketing and Communications Plan that reflects and responds to the overall Tax & Legal business plan and the available budget 

  • Lead the design, implementation, and measurement of marketing programs to help grow the Tax and Legal business, building brand and reputation and helping Member firms to generate demand for KPMG’s services.  

  • Oversee the execution of the Global Tax & Legal communications and profile-raising strategy. Ensure the plan adapts to rapidly changing market environments and responds accurately to new and emerging trends and news events.

  • Accountable for the overall program management and delivery of marketing and communications programs which can be leveraged by national practices, regions and by sectors globally (e.g., thought leadership, conferences). 

  • Lead the execution of key international initiatives, including the International T-suite client program and tax related ABM support to our priority accounts, working with global service line champions and global lead partners, to ensure the success of agreed campaigns. Act as the primary relationship leader for regional leadership and Senior Tax partners to ensure smooth delivery. Devise sound solutions to complex issues that may arise 

  • Co-ordinate communications and marketing activities to deliver strong business-focussed outcomes,  supporting Tax and Legal messaging and market positioning and raising the profile of selected Tax & Legal partners 

  • Oversee the development and execution of an internal communications plan which significantly improves the level of awareness amongst key stakeholders of the strategic initiatives of the Global Tax & Legal practice

  • Work with colleagues to support other Global Business Leaders, develop and oversee processes and protocols to ensure message alignment across the KPMG network

 

Continuous improvement and development 

  • Keep up to date with contemporary trends and thinking, to drive the thought leadership agenda and areas like Account Based Marketing. 

  • Embrace and drive innovative marketing strategies and techniques, translating the latest M&C thinking into practical approaches 

 

Resource management 

  • Provide leadership and managerial direction to the Global Tax Marketing and Communications team assigned to the Tax leadership. This includes responsibility for informal and formal coaching, their performance management and career development

  • Work with a peer network of communications and marketing professionals, and will be expected to create an environment where strong collaborative working across specialisms is achieved

  • Share experience, knowledge, and insights with the team on a regular basis 

  • Work with others to develop and manage performance measurements, objectives, KPIs and other success indicators for communications outcomes

  • The team will access and leverage the wider Marketing and Communications Shared Services resources e.g., Brand, Digital, Event Management,  Design and Production services comprising a mix of in-house, outsourced, and offshored resources and services 

  • The Global Communications team will access and leverage a network of in-country communications professionals to support message delivery and positioning at national level and liaise with the Office of Corporate Affairs

  • Lead relationships with key external vendors (digital and PR agencies, etc.) 

 

Enhanced market profile and reputation 

  • Accountable for overseeing the development and implementation of an appropriate mix of activities that highlight KPMG’s expertise in Tax & Legal and our key Senior Partners. Typically, this embraces PR, conferences, third party activities and external web presence on kpmg.com, as well as social media 

  • Develop and implement a thought leadership program based on the key issues in Tax where KPMG needs and/or wants to have an opinion that will help shape the development of the practice. Proactively amend our approach to thought leadership to meet our clients changing requirements 

  • Measure effectiveness and evolve as appropriate 

 

Internal network management and Internal Communication 

  • Connect and engage with both the Senior Tax & Legal partners and the country-based marketing and communications leaders to ensure they are aware and engaged in all developments/program activities 

  • Become a role model for KPMG’s global marketing and communications communities, liaising and communicating with national and global marketing and communication groups as required 

  • Be a lead participant in a global network of marketing and communications professionals across the national firms to influence alignment, and sharing of best practice 

  • Be a leading figure in the development of aligned working between global marketing and communications personnel

  • Act as an active member of the Global Marketing and Communications leadership team

 

Budget management and marketing ROI 

  • Effective use of allocated global marketing and communications program budget and regularly report/demonstrate value and ROI 

  • Regular reporting to the Global Tax & Legal Steering Groups and Global Clients & Markets Steering Group.

 

Required Experience

  • A senior marketing and / or communications professional with 15 years of experience (minimum 7 years at a senior level) and demonstrable success in the formulation and implementation of strategic marketing and communication plans including demand generation in B2B, preferably professional services

  • Experience in dealing with senior (Board level) executives within a highly matrixed organization and delivering high profile programs working closely with the leadership is essential

  • Demonstrable success in developing and implementing complex (and preferably international) marketing programs – experience of working in a professional services environment will be a distinct advantage

  • Demonstrable success in managing high-profile communications strategies, stakeholder engagement and outreach programs which promote business leaders and B2B services

  • Experience of negotiating with and managing sophisticated third-party organizations such as global industry bodies, academic institutions, global media owners and global content/services providers

  • Experience of developing compelling value propositions for services/campaigns and creating integrated issue-based platforms both for promoting relationships and generating revenue

  • Proven project management skills with the ability to get buy-in and support for projects from diverse and often widespread stakeholders

  • Undergraduate degree with related experience in marketing and communications

  • Ability to travel internationally as required (20% to 50%)

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