Marketing Director, Marketing and Communications, Global Tax & Legal

Overview KPMG is a global organization of independent professional services firms providing Audit, Tax and Advisory services. We operate in 146 countries, have more than 220,000 people working in member firms around the world. The opportunity KPMG International acts as a coordinating entity, carrying out business activities for the benefit of KPMG firms. More than 2,500 talented colleagues make up the KPMG International team, with a focus on ensuring global consistency and providing expertise to support member firms in the achievement of KPMG’s Trust and Growth ambition. KPMG International is comprised of a number of high-performing global teams, including: Global Advisory, Global Audit, Global Clients & Markets, Global Corporate Affairs, Global People, Global Quality and Risk Management, Global Tax & Legal, Global Technology and Knowledge, the International Office of General Counsel, and the Office of Chief Administrative Officer. Working together, our global team is changing the way our business operates, delivering value to our member firms and driving positive change in the communities we serve. The Global Tax & Legal M&C team sits within the broader Global Marketing & Communications function and is responsible for the internal and external marketing and communications of KPMG’s Global Tax & Legal practice. The team develops and implements the Global Tax & Legal M&C strategy, supports senior global leaders of KPMGI, and collaborates with member firms around the world, creating marketing programs and client experiences that help tax and legal leaders to tackle challenges of transparency and public scrutiny, digitization, changing business models and responding to geopolitical developments, combining specialist skills around the world to provide objective advice and execution to help preserve and improve value. Role Summary 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.
LI-Hybrid What you will do 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. What you bring to the role 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%) Willingness to work flexible hours as required Technical Skills & Qualifications Program management Strategic oversight of all programs related to marketing & communications programs for global Tax & Legal. This will include setting the strategy, planning the budget and leading the team in building out and executing against plans. Specific programs planned include the ongoing Global Tax Summit client experience program, growing the global tax department benchmarking program, the global legal department benchmarking database for Heads of Legal and rolling this out successfully across member firms. Marketing & Communications, including demand generation Strategic oversight of all marketing & communications campaigns for global Tax & Legal. This will include setting the strategy, planning the budget and leading the team in building out and executing against plans. Specific marketing campaigns include Responsible Tax, Tax Reimagined, Future of Legal and Future of Mobility campaigns, as well as communications for the Global Head of Tax, strategy development for earned media opportunities at Global Tax Summits, and oversight of the brand and client experience at tax summits. Change management On-going articulation of Global Tax & Legal’s role in the firm’s Collective Strategy; being a positive force for change amongst global Tax & Legal leadership around the world and the changing role of marketing to build trust and help deliver growth Negotiation/consensus building Building consensus and alignment across leadership on marketing & communications strategies for major campaigns, Responsible Tax Program, PR Strategy and new digital ecosystem strategy for the evolution Global Tax & Legal digital assets; working with top 8 member firms (and other countries) to gain consensus on go-to-market messaging and branding of global campaigns, including “Future of Tax,” “Future of Legal,” and “Future of Mobility,” campaigns, as well as Global Benchmarking Programs. People management Setting the vision for how Global Tax & Legal M&C team can adapt to new ways of working in order to deliver effectively against the collective strategy, while focusing the team on moving forward collectively and positively amidst on-going change Intelligent Working At KPMG International, we are supportive of helping you to achieve a balance between your home and work demands. We are happy to discuss individual requirements and our range of flexible working arrangements could be of interest. Please ask to find out more. Keys to your success KPMG individuals Deliver Impact | Seek Growth | Inspire Trust and understand that a diverse workforce enables us to deepen relationships and strengthen our business. Providing you with the support you need to be at your best For more information about KPMG in Canada’s Benefits and well-being, click here. Our Values, The KPMG Way Integrity, we do what is right | Excellence, we never stop learning and improving | Courage, we think and act boldly | Together, we respect each other and draw strength from our differences | For Better, we do what matters KPMG is committed to the health and safety of our people, clients and communities. With this commitment in mind, KPMG complies with all public health mandates (provincially and/or federally, as applicable) and has implemented various safety measures, including a COVID-19 Vaccination Policy. KPMG's COVID 19 Vaccination Policy requires all employees to be fully vaccinated if they wish to or are required to attend a KPMG office in the course of their duties. As this role requires occasional or consistent attendance at a KPMG office, the successful candidate must be fully vaccinated (i.e. have received all doses that are recommended by Health Canada, including any boosters) and must provide KPMG with proof of vaccination. KPMG will provide reasonable accommodation if the successful candidate cannot be vaccinated due to grounds protected by human rights legislation in their province of employment. KPMG in Canada is a proud equal opportunities employer and we are committed to creating a respectful, inclusive and barrier-free workplace that allows all of our people to reach their full potential. A diverse workforce is key to our success and we believe in bringing your whole self to work. We welcome all qualified candidates to apply and hope you will choose KPMG in Canada as your employer of choice. For general recruitment-related inquiries, please contact the HR Delivery Centre at [email protected]. If you have a question about accessible employment at KPMG, or to begin a confidential conversation about your individual accessibility or accommodation needs through the recruitment process, we encourage you to contact us at [email protected] or phone: 416-777-8002 or toll free 1-888-466-4778.