Head of Brand and Content - International

Prime Purpose of Role

We are seeking a Head of Brand & Content – Internation to join our International Marketing team at Perpetual Group. The ideal candidate will have a proven track record in leading content marketing programs and managing brand strategies within the Asset Management or related industries.

The role will oversee content creation and brand management for the five investment boutiques with marketable products across the Americas, UK, EMEA, and Asia (excluding Australia). Those include Barrow Hanley, J O Hambro, Regnan, Trillium, and TSW. The role will lead an international team, ensure alignment with business objectives and market positioning, and collaborate closely with investment management and distribution teams.

Key responsibilities include proactively recommending content strategies and deliverables to further business goals, and recommending strategies for digital content dissemination across websites, social media, email, and digital events. The role will also be expected to leverage marketing analytics to measure and enhance content performance. Additionally, the role will shape the brand architecture and strategy for each investment boutique and the overall parent company internationally, ensuring consistency in brand visual identity, voice, and regulatory compliance.

This position requires a detailed understanding of investment management and its client audiences. The successful candidate will possess strong leadership skills, the ability to inspire a diverse team, extensive knowledge of digital marketing channels, and a commitment to delivering high-quality content and brand initiatives that drive business growth and client engagement.

Main Responsibilities

Brand Management:

• Develop and implement brand strategies to enhance brand awareness and market positioning for each investment boutique and the parent firm.

• Ensure all content aligns with brand voice and messaging guidelines.

• Stay informed about industry trends to identify opportunities and areas for differentiation.

• Collaborate with digital marketing to ensure brand strategies are effectively executed across all digital channels, including websites, social media, email marketing, and digital events.

• Utilize marketing analytics to measure the impact of brand strategies and make data-driven adjustments to optimize performance

Content:

• Execute comprehensive content marketing strategies aligned with business objectives, product prioritization, and target audiences.

• Originate and execute ideas for differentiated product messages aligned with distribution priorities.

• Lead product marketing efforts, including developing messaging and positioning strategies to effectively communicate product value propositions.

• Implement an SEO strategy across websites to improve search engine rankings and drive organic traffic.

• Build social media strategies for priority brands and thought leaders, driving higher followership and overall engagement.

• Drive the execution of content strategies across digital channels, ensuring seamless integration on websites, social media, email marketing, and more.

• Analyze content performance metrics to assess effectiveness and make recommendations for future initiatives.

• Develop and produce a wide range of content, including articles, whitepapers, videos, podcasts, sales collateral, presentations, events, social media posts, and more.

• Create content for digital marketing channels that increases consideration among target audiences and drives traffic to websites and direct sales connections. This includes leveraging websites, social media, email marketing, digital events, and video marketing.

• Tailor messages to different regions and audiences to support global content needs.

• Serve as an editor for content produced by stakeholders, ensuring content is polished and adheres to style guidelines.

• Collaborate with global investment, product, and distribution teams to gather insights and translate complex investment concepts into accessible and engaging content.

• Establish strong working relationships with key stakeholders on all levels to ensure smooth end-to-end delivery of all materials.

• Communicate content plans and results effectively, ensuring alignment with broader business goals.

• Work with PR partners to draft byline articles and commentary for press in various regions.

• Manage multiple projects for different stakeholder groups simultaneously, ensuring timely delivery and high-quality output.

Regulatory Responsibilities

To conduct themselves in accordance with the regulatory requirements and obligations of the regulated entities, paying due regard to the Financial Conduct Authority's Senior Manager and Certification Regime (as well as any other required local regulatory approvals and/or codes of ethics).

Key Skills

• Proven track record in leading on content and brand strategy, with the majority of experience gathered from Asset Management or a related financial services industry.

• Deep understanding of global markets, financial markets, investment products, and economic concepts, including marketing equity, fixed income, alternative credit asset classes, and ESG/impact investment products.

• Proven ability to create content in various formats (written, video, audio) and drive results through effective content marketing strategies, including SEO.

• Strong knowledge of digital marketing channels, including websites, social media, email marketing, and digital events, with the ability to create content that drives traffic and engagement.

• Proficiency in content management systems and digital marketing tools, with the ability to interpret data and metrics to generate actionable insights.

• Excellent writing, editing, and proofreading skills with a keen eye for detail.

• Proven capability to tailor messages for different regions and audiences.

• Excellent communication, collaboration, and interpersonal skills, with the ability to work effectively with cross-functional teams and senior stakeholders.

• Strong project management skills with the ability to manage multiple priorities.

• Willingness to travel 1-2 times per quarter to boutique locations in the U.S.