National Industry Marketing Manager


About Us:

RSM’s purpose is to deliver the power of being understood to our clients, colleagues and communities through world-class audit, tax and consulting services focused on middle market businesses. The clients we serve are the engine of global commerce and economic growth, and we are focused on developing leading professionals and services to meet their evolving needs in today’s ever-changing business environment.

RSM US LLP is the U.S. member of RSM International, a global network of independent audit, tax and consulting firms with more than 43,000 people in over 120 countries.

Position Details

National Industry Marketing Manager
Twin Cities Metro
Minneapolis, MN

The National Industry Marketing Manager is a member of an Integrated Marketing and Communications (IMC) natural work team and is responsible for working collaboratively with the team to create the marketing strategy for the assigned industry and sector throughout the US and Canada. This natural work team is aligned and understands the business strategy, and operates as a unified face to the practice, has a collective focus on driving industry brand and issues relevance, building communities and driving growth for the industry, including developing programs to leverage at the market level. The National Industry Marketing Manager collaborates with national industry and sector leaders and national industry LOB leaders to understand business strategies, provide new ideas that align with strategies, and positions industry relevant service offerings tied to middle market issues and client needs; develops national campaigns to be used in local markets to advance development of identified targets and supports overall demand generation and growth strategies.

Essential Duties:

Driven by a strong understanding of RSM’s business and industry growth objectives, leads development andimplementation of a national industry marketing plan and budget aligned with Integrated Marketing and Communications (IMC), national industry and national line-of-business strategies that results in increased relevance of the RSM brand in the middle market.

In partnership with IMC natural work team:

  • Agrees on overall marketing strategy for the assigned industry inclusive of thought leadership and issues and services focus. 
  • Develops content marketing plan in support of industry strategy—includes all content types (video, webcast, articles, ebooks,), including thought leadership; content forms are optimized to reflect the proposed delivery and distribution channel. Content plan reflects identified middle market issues. 
  • Works collaboratively with national economics team and Industry Eminents to understand and apply thought leadership to assigned industry that demonstrates RSM’s understanding of middle market issues and positions the firm as the leading advocate for middle market issues. 
  • Develops and delivers lead generation programs for demand generation and sales team and establishs effective follow through of leads to drive growth. 
  • Identifies key metrics (KPIs) and reports results, as well as methods to increase performance. 
  • Co-develops Industry pursuit materials to be used within across the firm. 
  • Packages programs for local office use and deployment and ensures communication of national industry programs throughout the IMC organization to relevant audiences. 

Essential Duties (continued):

  • Partners with digital marketing and audience acceleration team to co-develop and participate in execution of multichannel digital marketing strategies.
  • Contributes to development of internal and external communications to drive internal awareness of programs, solutions and team priorities; works with the public affairs team on industry and national PR and driving thought leadership into the market to increase relevance an support demand generation; works with industry communications team to support RSM Power, toolkits and other industry tools and programs.
  • Partmers with IMC COEs to execute plans, achieve business objectives and deliver shared results. Continually improves performance through collaboration and communication.
  • Drives relationship management and optimization with key associations and strategic vendors including national sponsorships to build prominence and relevancy of RSM to middle market firms. Partners with COEs as needed, to effectively and efficiently deliver high value relevant to audiences 
  • Establishes performance goals and objectives for marketing plans and leverages  data analytics to measure performance, communicate results and continually improve performance. Understands and leverages data across CRM, web, and other platforms to measure and improve performance. Collaborates with IMC COEs to evolve understanding of marketing data analytics for performance. Collaborates with LOB marketers to identify services with relevance to assigned industry and builds and executes programs to achieve business growth goals. 

In partnership with local market leaders and line of business marketers develops understanding of priority and buildout markets and service offerings relevant to the industry and sector:

  • Understands top clients and prospects across the firm for the assigned industry and collaborates with local office marketing on ways to enhance positioning and drive growth and relationship development with tier 1 and 2 accounts. 
  • Collaborates with LOB marketers to identify services with relevance to assigned industry and builds and executes programs to achieve business growth goals. 
  • Understands priority markets and key services relevant for industry and sectors and ensures programs are available for local deployment 
  • Elicits feedback from IMC including all COE,’s, business development, geography and others on national programming and its impact and evolves plans and programs based on feedback. 
  • Ensures emerging and high profile, industry and regulatory changes are identified, understood and programs alignedwith these topics are developed and implemented (i.e. Tax Reform, GDPR, Lease Accounting, Wayfair, Tariffs).


  • Builds and grows strong understanding of assigned industry and sectors though continuous learning plan. 
  • Establishes and evolves competency in digital marketing, leveraging expertise of COE, as well as learning and development plans. Develops competency and understanding of digital marketing metrics and analytics, applying across plans to achieve and improve performance. 
  • Understands LOB and how they intersect with industry; participate in LOB meetings as appropriate to foster collaboration. 
  • Drives the marketing plan and budget annually, representing assigned industry and sectors. Ensures that budget is aligned with business priorities, and proactively manages and monitors effective use of budget. Provides quarterly and “as needed” updates to Industry marketing lead and business stakeholders.

Minimum Qualifications:


  • Bachelor’s degree (required)

Technical/Soft Skills:

  • Strong written and verbal communication skills 
  • Microsoft Word, Excel PowerPoint 
  • Excellent project management, critical thinking, and organizational skills 
  • SEO and SEM skills 
  • Proficiency in digital and content marketing campaign design and buyer journeys; understanding of digital marketing ecosystem 
  • Competency in marketing data analytics


  • 5-7 years of leading marketing/growth experience in B2B environment 
  • Proven success managing marketing and relationship development programs 
  • Ability to learn new subject areas quickly

Leadership Skills:

  • Thorough understanding of various marketing channels 
  • Strong sense of ownership and determination to get things done 
  • Highly collaborative and able to work within a team to achieve stated team goals 
  • Is consistently sought out as an advisor by business stakeholders and colleagues 
  • Ability to lead crucial conversations and influence decisions with stakeholders and colleagues 
  • Proven experience working in a complex, matrixed environment

You want your next step to be the right one. You've worked hard to get where you are today. And now you're ready to use your unique skills, talents and personality to achieve great things. RSM is a place where you are valued as an individual, mentored as a future leader, and recognized for your accomplishments and potential. Working directly with clients, key decision makers and business owners across various industries and geographies, you'll move quickly along the learning curve and our clients will benefit from your fresh perspective.

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