Director-Marketing

ABOUT CEDAR

• Cedar is a global strategy consulting,
• research and analytics firm with a 40-year track record and clients across
• multiple industry sectors. Since 1985, our teams have assisted clients in
• strategy, process innovation, strategic human capital and business technology,
• among others, with a strong focus on the Financial Services sector. As a
• full-suite management consulting firm, Cedar assists clients across these areas
• in an integrated fashion — from strategy formulation to execution and
• implementation.
• The firm's heritage includes being part of
• the former US$1 billion Renaissance Worldwide, whose leadership included the
• creators of the Balanced Scorecard — the world's leading strategy-deployment
• and performance-management tool, used by organisations globally. Cedar's
• specialist Financial Services practice serves as the firm's centre of
• excellence, offering innovative advisory, research and accelerator capabilities
• to players across the global Financial Services ecosystem.
• Cedar's group unit, UK-headquartered IBS
• Intelligence (IBSi), is a leading global pure-play FinTech research,
• news-analysis and advisory firm; for over 30 years it has been the definitive
• source of independent, in-depth analysis of global financial-technology
• markets, and its annual Sales League Table is considered the global industry
• barometer of banking-technology suppliers. The Cedar-IBSi platform also runs
• Cedar-IBSi FinTech Labs, a BankTech / B2B FinTech accelerator home to 70+
• FinTechs since 2017; and Cedar's independent venture capital fund, announced in
• 2023, backs founders building AI-first enterprise technology for the Financial
• Services industry.

ROLE PURPOSE

• The Director, Marketing leads Cedar’s
• marketing function end-to-end — owning brand, demand generation, thought
• leadership, and the digital presence that position Cedar as a leading global
• management consulting firm. The role exists to translate the firm’s strategy
• and practice expertise into a clear, consistent market voice, to build a
• pipeline of qualified opportunities for the partners and practice leaders, and
• to ensure every client-facing touchpoint reflects Cedar’s 40-year heritage and
• its credibility in Financial Services. Operating across practices and
• geographies, the role safeguards brand integrity, message discipline, and
• marketing governance across the firm.

ROLE OVERVIEW

• This is a senior, hands-on leadership role
• that combines strategy with execution. On brand and positioning, it owns the
• Cedar identity, messaging architecture, and the firm’s thought-leadership and
• research-led content programme. On demand generation, it plans and runs
• integrated campaigns, account-based marketing for priority sectors, events and
• webinars, and the digital and social channels that drive awareness and lead
• flow. On infrastructure, it owns the website, marketing technology stack, CRM
• alignment with business development, and the analytics that measure marketing’s
• contribution to pipeline and revenue. The role carries significant partner and
• practice-leader exposure, manages the marketing team and external agencies, and
• is accountable for the quality, consistency, and governance of all of Cedar’s
• outbound communication.

KEY RESPONSIBILITIES

Brand, Positioning & Thought Leadership

• –Own and evolve the Cedar brand, visual
• identity, and messaging architecture across all practices and geographies.
• –Lead the research-led thought-leadership
• programme — reports, points of view, bylines, and insights — with a strong
• focus on Financial Services.
• –Ensure message consistency and brand
• governance across every client-facing and public touchpoint.

Demand Generation & Campaigns

• –Plan and execute integrated marketing
• campaigns aligned to practice and sector priorities.
• –Design and run account-based marketing
• programmes for priority clients and target sectors.
• –Generate and nurture a qualified pipeline in
• partnership with business development and the practice leaders.

Digital, Content & Social

• –Own the website, SEO, email marketing, and
• the firm’s social and LinkedIn presence.
• –Direct the content calendar across formats —
• web, social, video, collateral, and sales enablement material.
• –Manage the marketing technology and
• analytics stack and its alignment with the CRM.

Events, PR & Communications

• –Lead events, webinars, conferences, and
• speaking engagements that raise the firm’s profile.
• –Manage public relations, media
• relationships, awards, and rankings submissions.
• –Support internal communications and partner
• / practice-leader visibility programmes.

Team, Budget & Governance

• –Lead, mentor, and build the marketing team,
• and manage external agencies and vendors.
• –Own the marketing budget, plan, and
• reporting, and demonstrate return on marketing investment.
• –Maintain brand, compliance, and data-privacy
• governance across all marketing activity.

QUALIFICATIONS &

EXPERIENCE

• Education: Bachelor’s degree in marketing, business,
• communications, or a related discipline. A postgraduate qualification (MBA or
• equivalent) in marketing or management is advantageous.
• Experience: A minimum of 12 years in marketing, with a
• significant portion in B2B, professional services, consulting, technology, or
• financial services. Proven experience leading a marketing function, building
• brand and demand-generation programmes, and managing teams, budgets, and
• agencies. Exposure to global or multi-geography marketing and to Financial
• Services is strongly preferred.

SKILLS, DOMAIN &

COMPETENCIES

• Functional & technical
• skills: Brand &
• positioning; Integrated campaign & demand generation; Content &
• thought-leadership development; Digital marketing (website, SEO, email,
• social); Marketing automation & CRM; Analytics & reporting; Budget
• management; Agency & vendor management.
• Industry & domain
• knowledge: B2B /
• professional-services marketing; Consulting and advisory go-to-market;
• Financial Services and FinTech landscape; Account-based marketing; Events and
• PR.
• Behavioural competencies: Strategic thinking, Ownership, Stakeholder
• management, Communication & storytelling, Creativity with commercial
• discipline, Collaboration, and Planning & organisation.

LEADERSHIP

EXPECTATIONS

• Expectations: Own the marketing strategy, brand, and
• function; Build and lead a high-performing marketing team; Partner closely with
• partners, practice leaders, and business development; Demonstrate marketing’s
• contribution to pipeline and revenue; and serve as the custodian of Cedar’s
• brand and market voice.

CONFIDENTIALITY &

GOVERNANCE

• Safeguards client, firm, and
• market-sensitive information and material non-public information, maintaining
• brand, compliance, data-privacy, and conflict-of-interest requirements across
• all marketing and communications activities.

KEY STAKEHOLDERS

• Internal: Partners, Managing Partner, practice and
• sector leaders, business development, the consulting teams, and the wider
• Cedar–IBSi platform.
• External: Clients and prospects, media and analysts,
• event partners, marketing and creative agencies, technology vendors, and
• industry bodies.

CAREER PROGRESSION

& SUCCESS

• Progression: Subject to sustained performance,
• demonstrated capability, business requirements, and the availability of
• suitable opportunities, the role may progress towards a senior
• marketing-leadership or wider go-to-market leadership position.
• Success (first 12–18 months): Brand and messaging are refreshed and
• consistently applied; A repeatable demand-generation engine is in place and
• contributing to pipeline; The thought-leadership and digital presence are
• visibly stronger; and the marketing team and its reporting are well-established
• and trusted by the partners.