Marketing Manager - Adviser Marketing

Job Description

abrdn plc is a global investment company dedicated to helping clients and customers plan, save, and invest for the future. Our purpose is to enable our clients to be better investors. Structured around three core businesses—Investments, Adviser, and Interactive Investor (ii)—we are focused on meeting the evolving needs of our clients.

The Adviser business supports financial advisers in the UK with resources, technology, and expertise to create value for their businesses and clients. Our ambition is to be the easiest partner for advisers to work with, helping advisory businesses thrive and enabling them to support their clients’ financial prosperity.

About the Team:

Our Marketing team delivers impactful, multi-channel campaigns and strategies to promote abrdn’s solutions and expertise to financial advisers across the UK. We work closely with stakeholders across the Adviser business to drive brand presence, client engagement, and commercial growth, creating messaging that resonates with advisers and aligns with our strategic goals.

About the Role:

The Marketing Manager will develop and execute multi-channel campaigns to increase awareness of abrdn’s Adviser business proposition, drive consideration, and support our growth ambitions in the UK market. This role involves creating engaging, targeted content and working with media agencies to craft and execute effective media plans. Monitoring performance, applying data insights, and making informed adjustments are essential aspects of this role.

Key Responsibilities:

• Collaborate with the Senior Marketing Manager to create campaign strategies that align with the objectives of the Adviser business.

• Utilize audience segmentation to design contact strategies that foster deeper engagement with existing clients and attract new clients.

• Work with external media partners to design and implement media plans aligned with campaign objectives.

• Develop compelling content across channels to drive engagement and response from the financial adviser audience.

• Build strong relationships with internal stakeholders and manage collaborations with creative and media agencies.

• Set performance metrics and KPIs for all channels, working with agencies to monitor and report on campaign performance.

• Create data-driven reports to optimize campaign activities and drive continuous improvement.

• Manage campaigns effectively to ensure they are delivered on time, within scope, and on budget.

About the candidate:

• Proven experience in B2B financial services marketing

• In-depth knowledge of the retail platform market, financial products, and investment industry.

• Familiarity with the advice market and financial adviser audience, with a proactive approach to gathering audience and market intelligence.

• Demonstrated expertise in designing, planning, and executing end-to-end marketing campaigns.

• Strong experience in content creation across digital channels, including email, social media, web, display, and programmatic.

• Proficiency in using analytics tools to evaluate and report on campaign performance.

• Excellent project management skills, with the ability to build effective relationships and networks.

We are proud to be a Disability Confident Committed employer, and we welcome applications from all backgrounds. We strive to create an inclusive workplace that values diversity, defined broadly to include educational, professional, cognitive, and neurodiversity, as well as a range of personal attributes and backgrounds.

If you have a disability and would like support with your application, please indicate this in the relevant section of our candidate questionnaire. We’ll work to provide any reasonable adjustments needed to help you through the process.

We look forward to welcoming applications from candidates who share our commitment to a diverse and inclusive work environment.

We’re committed to providing an inclusive workplace where all forms of difference are valued and which is free from any form of unfair or unlawful treatment. We define diversity in its broadest sense – this includes but is not limited to our diversity of educational and professional backgrounds, experience, cognitive and neurodiversity, age, gender, gender identity, sexual orientation, disability, religion or belief and ethnicity and geographical provenance. We support a culture that values meritocracy, fairness and transparency and welcomes enquiries from everyone.If you need assistance or an adjustment due to a disability please let us know as part of your application and we will assist.