Director, Marketing and Communications, Global Advisory

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Job description
Director, Marketing and Communications, Global Advisory
Permanent, UK – London

KPMGI Group Context and Background
Provide a brief background of the group and function’s purpose and mandate
KPMG is a global network of professional services firms providing Audit, Tax and Advisory services. We operate in 147 countries and territories and have more than 219,000 people working in member firms around the world and with FY19 revenues at more than US29.75B. KPMG International, a matrix organization, works at the global level and sets strategy, ensures global consistency and provides expertise to support member firms in the achievement of their business and Employer of Choice objectives.

KPMG’s newly transformed Global Advisory practice has the following key areas:

  • Digital Adoption and Transformation – Connected/Powered Enterprise
  • Business Protection – Cyber Security
  • Business Performance – Deal Advisory
  • Government and Regulatory – Regulatory Driven Transformation

The teams work with KPMG firms’ clients to tackle challenges in growth, governance and performance, combining specialist skills around the world to provide objective advice and execution to help preserve and improve value. The Global Advisory M&C teams are responsible for the internal and external marketing and communications support for the Global Advisory practice. It develops, and implements, the Global Advisory M&C strategy and supports national practices and senior leadership.

This role oversees the development, management and implementation of key global Advisory marketing campaigns, in coordination with the Advisory service lines, national marketing and the LoBs.

  • Strategic Marketing & Communication Planning and Marketing Program Management
  • Developing and implementing the Advisory marketing and communication programs aimed at enhancing the image of KPMG’s Global Advisory practice in the marketplace and drive the business development needs of Advisory
  • Providing strategic counsel to the Advisory leadership to ensure marketing programs are aligned to and support the global ambition for Advisory
  • Developing campaigns / value propositions that promote relationships and build revenue
  • Internal Network Management and Internal Communication
  • Building a network of marketing contacts across the national practices
  • Leveraging national/regional practice activity globally where appropriate
  • Keeping individuals regularly informed and influence stakeholders to adopt and execute a consistent, brand aligned marketing campaign
  • Working with the Advisory Global Service Group Leaders and service lines to ensure effective communication into each region
  • Leading the development of service lines and issue led marketing plans to support regional adoption of their respective campaigns
  • Regularly communicating with the Senior Manager, Internal Communications to ensure input is included in the internal communication plan

Marketing Resource Management

  • Effectively accessing and leveraging the wider Marketing Shared Services resources e.g. Brand Management, Online Services, Event Management, PR, Marketing Knowledge Management, Marketing Operations comprising a mix of in-house, outsourced and offshored resources and services

Budget Management and Marketing ROI

  • Measuring marketing effectiveness and cost efficiency of activities against KPIs. Cost/ benefit analysis for major projects
  • Monitoring the actual spend against budget, identifying anomalies ensuring spend is tightly controlled
  • Regular reporting to the Global Advisory leadership on Return on Investment for projects

Best Practice Development and Sharing

  • Keeping up to date with latest thinking and best practice in marketing internally and externally
  • Acting as a central global expert in Advisory marketing techniques
  • Sharing best practices with other teams within Global Marketing, and marketing professionals in national practices

Key Accountabilities

  • 50% – Strategic M&C planning including message development for key areas of Advisory
  • 25% – Collaboration with key countries to ensure alignment and adoption of key Advisory campaigns
  • 25% – Team management and KPI reporting


  • Drive quality: Delivers high-quality products and exceptional service that provide value and exceed client expectations
  • Apply a strategic perspective: Uses diverse sets of inputs to develop a broad perspective on business and people issues
  • Make sound decisions: Exercises sound ethical and business judgment when making decisions
  • Foster innovation: Embraces a culture of innovation and experimentation to create value
  • Build collaborative relationships: Connects with individuals, teams and organizations to build lasting, collaborative relationships that enable global, firm-wide growth
  • Develop and motivate others: Engages teams, instills confidence, and coaches people to find meaning in their work and achieve exceptional results
  • Champion inclusion: Creates an environment in which all people feel like they belong
  • Advance an ethical environment: Takes personal responsibility for the ethical environment of the firm and encourages others to do the same
  • Demonstrate self-awareness: Focuses on self-development and continuous learning, using insight to build capability and confidence

Technical Skills

  • Program management
  • Communications
  • Change management
  • Negotiation/consensus building
  • People management


  • Undergraduate degree with related experience in marketing and communications

Experience & Knowledge

  • A senior marketing and communications professional with significant demonstrable experience operating at a senior managerial level within a large organisation and clear track record of success in the formulation and implementation of strategic marketing and communication plans for professional services
  • Experience in dealing with senior board level executives within a highly matrixed organisation and delivering high profile programs
  • Ability to work effectively with the leadership in a strategic advisor role is essential
  • Demonstrable success in developing and implementing complex (and preferably international) brand and measurement programs
  • Demonstrable success in managing measurement strategies, stakeholder engagement and outreach programs which promote business leaders and B2B services.
  • Experience of developing compelling value propositions for services and 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
  • Strong track record of delivering high quality marketing programs which support the revenue growth of major accounts
  • 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
  • Ability to oversee change management processes and influencing culture change
  • Experience of working in a professional services environment will be a distinct advantage
  • A strategic and lateral thinker with deep commercial awareness
  • Ability to work flexible hours – connecting and collaborating with colleagues in different time zones

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