For over 20 years, the International Institute of Business Analysis™ (IIBA®) has helped shape the practice of business analysis to achieve better enterprise outcomes. A professional association with 30,000 members, 120 chapters, 1,500 volunteers, and 500 partners worldwide, IIBA supports the recognition of business analysis within organizations. It enables networking and community engagement, provides foundational standards and resources, and offers internationally recognized certification programs for career advancement.
IIBA is dedicated to advancing the field of business analysis. This role offers a unique opportunity to make a meaningful impact by contributing to a global community that values collaboration, innovation, and excellence. Employees benefit from a supportive work environment, a comprehensive compensation and benefits package, and the chance to work with a dynamic team of professionals passionate about shaping the future of business analysis. If you are passionate about supporting a growing profession, then this may be the place for you.
This position is open to candidates across Canada, with all employees working remotely from their homes. Candidates must have a suitable space at home they can use for work, along with reliable high-speed internet. This role may require employees to work non-standard hours to support global needs, though typically they will work during standard core hours (i.e., 9 a.m. to 5 p.m.) when non-standard hours are not required.
IIBA is an equal opportunity employer and is committed to fostering an inclusive environment in accordance with applicable human rights and accessibility legislation. If contacted for an employment opportunity, please inform Human Resources if you require any accommodations.
For more information on IIBA please visit our website at: www.iiba.org.
Job Summary
The Marketing Manager is responsible for driving growth and engagement across IIBA’s global partner ecosystem by leading lead generation, funnel management, campaign execution, and content development targeted at academic, corporate, and training organizations. This role plays a critical part in both acquisition and retention efforts, ensuring marketing strategies effectively position IIBA’s value to institutional partners and deliver measurable business results.
Responsibilities
Lead Generation & Funnel Optimization
- Design and implement marketing programs that drive qualified leads to IIBA’s Partner Program, with tailored strategies for academic, corporate, and training audiences.
- Optimize partner lead funnels using segmentation, scoring models, and conversion workflows within Pardot and Salesforce.
- Analyze lead quality, attribution, and pipeline to refine strategies and drive continuous improvement.
Campaign & Content Development
- Independently lead the development and execution of multi-channel marketing campaigns (email, social, paid media, events) to promote IIBA partnership value.
- Collaborate with content teams to develop and deploy supporting collateral and partner-facing assets.
- Develop and delivery strategic material, including decks, playbooks, case studies, and email sequence, to empower Programs and Partners team in driving conversion and retention.
Retention & Engagement Marketing
- Work closely with the Programs and Partners team to launch lifecycle marketing efforts that reinforce value and improve retention across partner tiers and categories.
- Deploy nurture streams and tailored messaging to deepen engagement post-signup and throughout the partner journey.
- Conduct the analysis necessary to identify retention funnel content, process, and messaging needs.
Stakeholder Collaboration
- Act as a senior marketing partner with Global Programs & Partnerships, Product, Customer Success, and Membership teams to align campaigns with business goals.
- Contribute to the onboarding and growth plans of strategic partnerships by providing targeted campaign support.
Performance Measurement
- Track KPIs related to campaign success, lead quality, partner engagement, and revenue impact.
- Deliver regular reports and actionable insights to internal stakeholders, with a focus on ROI and marketing contribution to partnership goals.
- Operate with a high degree of autonomy and accountability for marketing performance metrics.
Requirements
- Bachelor's degree in Marketing, Business Administration, or any other related field is preferred. Equivalent educational requirements will be considered.
- Minimum 5 years of B2B marketing experience, with a strong emphasis on partnership marketing, lead generation, and funnel management with proven success in marketing to academic institutions, corporate learning teams, or training organizations.
- Demonstrated ability to lead cross-functional initiatives without direct authority.
- Must have experience with Pardot, Salesforce, Microsoft Office, Adobe Creative Cloud, and Zoom
- Knowledge of front-end website management for landing page and conversion rate optimization needs
- Knowledge of current social media and digital marketing trends, practices and tools
- Must have experience effectively working remotely
- Good understanding of the practice of Business Analysis is preferred
- Superior communication skills (both verbal and written) that facilitate clear communication, reporting and presentations
- Possess a positive attitude, excellent interpersonal skills and work ethics to uphold the standards of behavior and culture at IIBA