Marketing Manager (B2B)

B2B Marketing Manager For Cpa Office Acquisition

Our Company

We care about helping people. Our purpose is to provide help and inspire confidence in our clients and communities everywhere. Our associates feel a sense of belonging in an inclusive place with an amazing history and a sharp focus on our future. Our connected culture is who we are and how we work together to achieve our strategies, accelerate our transformation, and achieve extraordinary results. It's an exciting time to be a part of H&R Block!

The B2B Marketing Manager for CPA Office Acquisition is a strategic B2B marketing leader responsible for fueling the growth of Block Advisors by H&R Block through a robust lead generation engine. This newly created role will build and lead the marketing function that supports the CPA roll-up strategy, with a primary focus on generating high-quality leads that convert into CPA office acquisitions.

This role is accountable for developing and executing targeted B2B marketing strategies to attract CPA firm owners who are ready to sell or explore partnership opportunities. Leveraging a mix of digital media, content marketing, events, and direct outreach, the B2B Marketing Manager will create and optimize campaigns that drive appointment volume and qualified consultations for the Acquisition & Development (A&D) team.

Reporting into the Marketing organization, this role will work in close partnership with the A&D team, which leads acquisition negotiations, and the CPA roll-up team, which manages post-acquisition integration. Success will be measured by the volume and quality of leads generated, conversion rates to consultations, and ultimately, the number of CPA offices acquired that meet our strategic criteria.

Day to day, you'll...

• Translate the CPA acquisition strategy into targeted, multi-channel marketing plans that generate qualified leads and drive consultations with prospective sellers
• Build and manage a scalable lead generation engine using digital media, email, direct mail, events, and outbound tactics to fill the top of the funnel with high-quality CPA office prospects
• Leverage internal and external data to identify and prioritize target CPA firms, applying segmentation and personalized messaging to reach the right audience at the right time
• Optimize campaign performance through continuous testing of messaging, creative, landing pages, and calls-to-action to improve conversion rates across the acquisition journey
• Analyze marketing performance data, run A / B tests, and report on channel-level results to inform strategy and maximize marketing ROI
• Collaborate closely with the A&D team, Integration, Legal, and Brand to align marketing efforts with acquisition goals and accelerate deal flow
• Direct media agency partners to develop and execute campaigns that effectively reach and convert CPA firm owners, while also cultivating referral networks and strategic partnerships
• Stay informed on industry trends, competitor activity, and seller behavior to refine targeting strategies and support special projects that drive innovation and cross-functional impact
• Support marketing projects related to the integration of CPA offices into the Block Advisors network
• Collaborate with the brand team to evolve and implement the Block Advisors Network brand positioning, voice, and visual identity
• Support the development of messaging frameworks that align with the Block Advisors Network brand strategy
• Serve as a liaison between the Small Business team and Marketing & Experience to ensure alignment on brand initiatives
• Coordinate with cross functional partners to implement changes to branding, messaging, and marketing tools

What you'll bring to the team...

Education :

Bachelor's degree in Marketing, Business, Communications, or a related field

Work Experience :

7+ years of experience in B2B marketing, ideally in demand generation, ABM, or campaign strategy roles

Proven track record of developing and executing successful marketing campaigns that drive business growth in the B2B sector

Strong strategic thinking and planning skills, with the ability to create and communicate a vision for the future

Excellent verbal and written communication skills, including the ability to create compelling content and deliver impactful presentations

Strong interpersonal skills, with the ability to build and maintain relationships with internal and external stakeholders

Results-oriented mindset, with a focus on achieving measurable business outcomes

Experience in brand marketing or brand strategy in a multi-brand environment

Proven ability to contribute to brand positioning, messaging development, and go-to-market strategies

Strong understanding of brand development, positioning, and consistency across channels

Creative thinking and ability to connect creative brand strategies to results-oriented business outcomes

It would be even better if you also had...

Hands-on knowledge in CRM tools (e.g., Salesforce) and business insights tools (e.g., Buxton or esri) is a plus

Experience in the financial services or professional services industry is a plus

Why work for us

Since 1955, we have been leaders in tax preparation, financial services, and small business solutions. With 70,000 associates and 9,000 retail tax locations across North America, Australia, Ireland, and India, we have helped millions of clients and countless communities. If you embrace challenges as opportunities, value winning as a team, and seek to make a meaningful difference, join us on our journey. You'll reap the rewards of helping others along with competitive compensation and benefits to support your health and well-being. Specific benefits may vary based on your role. For detailed eligibility requirements and benefits information, visit blockbenefits.com.

Pay Range Information

The pay range for this position is listed below. Local minimum wage laws apply. This information is posted pursuant to local requirements to provide applicants with information about what they might be eligible to receive. Individual pay decisions will depend on job-related factors such as experience, education, skill, performance, and geographic location where work will be performed. Successful candidates may be able to participate in one or more incentive compensation or short-term incentive plans, which could generate additional earnings in accordance with the terms of each plan. Qualifying associates can enroll themselves and / or their eligible dependents in medical and prescription drug coverage; can participate in the H&R Block Retirement Savings Plan (401(k) Plan), the Employee Assistance Program, (virtual) fitness center programs, and the associate discount program; are automatically enrolled in Business Travel Accident Insurance; and receive Associate Tax Prep benefit.

Pay Range

$89,800.00 - $134,700.00 / Yr.