Head of EMEA Channel Activation

Job Description

Title                              Head of EMEA Channel Activation

Department                  EMEA Marketing

Location                       London or Milan

Reports To                   CMO EMEA

Level                            7 Associate Director

We help our clients invest for the future and to live the lives they want to lead. It’s a responsibility we take seriously and it inspires us to do the right thing. Not just for our clients, but for each other and the world around us too.

About your team

You will lead the EMEA Channel Activation team. The team is accountable for managing channels at scale across markets and segments with speed, consistency and measurable performance.

Channel Activation brings together specialist capabilities across digital channels, campaign execution, and performance marketing. The team works in close partnership with Growth Marketing, Content and other Centres of Excellence to activate campaigns, optimise performance, and ensure consistent, high-quality delivery across EMEA.

The team is responsible for translating strategic direction and campaign briefs into effective multi-channel execution, driving engagement, conversion and measurable commercial impact through disciplined, data-led activation.

About your role
As Head of Channel Activation, you will shape how marketing engages clients across channels, ensuring the organisation brings together brand visibility, audience relevance and commercial effectiveness in a more joined-up way. This role exists to create a clearer, more strategic approach to channel management across EMEA, so that marketing reaches clients with the right message, through the right channels, at the right time.

You will provide strategic leadership for channel strategy and activation across paid, owned and earned touchpoints, including ownership of AEO. You will help define how channels are used to support both brand building and business outcomes, while improving consistency, scalability and client relevance across the region.

You will play a key role in strengthening EMEA Marketing’s operating model by setting a clear direction for effective channel management and ensuring the organisation uses channels in a way that is disciplined, coordinated and client-centred. Success in this role will come from balancing performance with trust: helping marketing communicate with greater precision and impact, while respecting clients’ time and attention.

Your responsibilities will include:

• Own channel strategy and activation across paid, owned and earned touchpoints in EMEA, including AEO, to maximise brand visibility, audience relevance and commercial impact
• Lead channel activation across search, display, social, programmatic, web and emerging platforms to ensure the right message reaches the right clients at the right time
• Define and govern the measurement framework for channel effectiveness, including attribution, ROI and insight generation, to improve decision-making and investment quality
• Drive continuous optimisation of channels, journeys and timing based on data, so communications are more effective, more relevant and more respectful of clients’ time and attention
• Partner with Growth Marketing to translate campaign briefs into joined-up channel plans that balance brand building, engagement and commercial outcomes
• Collaborate with Marketing Services on audience strategy, journey execution, automation and martech enablement to support more coordinated channel delivery
• Build and lead a high-performing team of channel specialists, setting clear standards for execution, governance, learning and continuous improvement
• Represent channel strategy and effectiveness in senior marketing forums, shaping priorities, standards and investment decisions across EMEA

Your success will be demonstrated through:

• A clearer and more effective channel strategy is established across EMEA, with stronger alignment between brand goals, audience needs and commercial priorities
• Channels are used in a more joined-up and disciplined way, improving consistency, timing and relevance of marketing activity across markets and segments
• Marketing communications feel more relevant, timely and respectful of clients’ time and attention, contributing to stronger engagement and trust
• A robust measurement and optimisation framework is in place, enabling better investment decisions, clearer insight into channel effectiveness and stronger return on marketing spend
• Channel innovation is actively embedded in the function, including AEO and other emerging approaches, helping the organisation adapt to changing client behaviours, improve discoverability and strengthen future channel effectiveness
• The Channel Activation team is recognised as a strategic partner to the business, with clear standards, strong specialist capability and visible influence on EMEA marketing decisions

About you

You are a rigorous, data-driven marketing leader who combines deep channel expertise with a genuine orientation toward business outcomes. You know how to build performance practices that actually change decisions and improve results. You are as comfortable in a strategic conversation about channel investment as you are reviewing campaign dashboards with your team.

You understand the B2B financial services environment and the specific challenges of reaching institutional and wholesale audiences through digital and paid channels. You bring the credibility to challenge received wisdom about channel effectiveness and the discipline to back your recommendations with data.

The ideal candidate will have:

• Significant experience leading channel activation and performance functions in B2B financial services or asset management
• Deep expertise across paid media, digital channels and performance measurement in a multi-market environment
• Strong command of attribution modelling, media buying, and ROI analysis frameworks
• Experience working within a matrix organisation, collaborating with both content/creative and martech teams
• Familiarity with enterprise martech stacks (marketing automation, analytics platforms)
• Track record of embedding performance culture, moving teams from activity metrics to outcome accountability
• Excellent communication skills; able to translate performance data into strategic recommendations for senior stakeholders
• Fluency in English required; additional European languages an advantage

Feel rewarded

For starters, we’ll offer you a comprehensive benefits package. We’ll value your wellbeing and support your development. And we’ll be as flexible as we can about where and when you work – finding a balance that works for all of us. It’s all part of our commitment to making you feel motivated by the work you do and happy to be part of our team. For more about our work, our approach to dynamic working and how you could build your future here, visit careers.fidelityinternational.com.

For more about our work, our approach to dynamic working and how you could build your future here, visit careers.fidelityinternational.com.