Channel Marketing Manager, Specialist - UKPI

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Leads channel marketing plans for Vanguard's Personal Investor business in the UK, with a focus on brand strategy (how best to increase awareness & consideration of our brand), by applying deep expertise and market knowledge. Additionally responsible for other marketing campaigns and continuously evaluates success of marketing initiatives by analysing consumer insights.

In 2017, Vanguard brought our mission to UK retail investors with the launch of Vanguard's UK Personal Investor (UKPI) business. We have since been growing rapidly (#1 fastest growing platform in the UK), with over 700k clients and an increasingly broad range of services (ISA, JISA, SIPP, and Managed Services) to support the everyday investor in reaching their desired investment outcomes.

The European Marketing department has played a pivotal role in the growth of the UKPI business, promoting our award-winning brand proposition "Value to Investors" to direct clients through a variety of communication channels including advertising, PR, content, and digital. As the business continues to mature, the UKPI Marketing Team will be responsible for not only ensuring individuals are aware of Vanguard as a brand, but also understanding what the brand stands for, what capabilities we provide, how we are differentiated in an increasingly competitive environment, and why they should partner with us for their financial futures.

The Channel Marketing Manager role will be primarily responsible for brand marketing campaigns and initiatives and partnering with key business teams (including offer & strategy, client experience, and data & analytics) as well as PR & Content, to assess and evolve our brand strategy for attracting UK investors. Our brand story to date has been successful in market (+2x increase in brand awareness since our Value to Investors campaign kicked off in 2020); however, there remains more to do to build upon this success. This role represents a unique opportunity to own & build on our brand messaging which is a critical ingredient to UKPI's success to date & future success in market. The role involves partnering with our key agencies to assess & improve on our creative and above-the-line advertising strategy; understanding our current target market and their brand awareness & perception to identify new opportunities to reach them; building on our measurement strategy to quantify brand impact on the bottom line; and, assessing new potential opportunities to amplify our brand, partnering with our content, PR & business teams (e.g., social media, sponsorships etc...). The role's secondary focus will be flexing marketing skills and expertise across the marketing funnel (e.g., supporting acquisition focused campaigns, client communication strategies, and more).

In this role, you will report to the Head of Marketing for Personal Investor in Europe and sit in the UKPI Channel Marketing team as well as being a key collaborator and stakeholder with our PR & Content, Offer & strategy, Client Experience, and Data & Analytics teams (amongst others).

Core Responsibilities

• Creates and leads brand marketing plans by translating business objectives into defined channel marketing goals, strategies, and tactics to build brand awareness & consideration. Develops and directs channel marketing plans that are well-informed by the competitive landscape and suited for the regulatory environment. Aligns activity with deep understanding of business strategy, client needs, and propositional strategy.
• Partners with PR, content & key business teams to identify new opportunities to amplify brand messaging (e.g., social media, sponsorships, etc...)
• Partners with Data & Analytics to regularly assess impact of brand marketing on acquisition & growth as well as inputs/oversees performance on weekly basis with paid media partner
• Builds and fosters effective relationships, particularly in cross-collaboration working groups. Proactively fosters communication between internal department and external department stakeholders. Influences key decisions across stakeholder groups.
• Proactively identifies, manages, and mitigates risks on channel marketing activities. Communicates solutions on key issues to management and stakeholders to obtain their input and buy-in as appropriate.
• Proactively communicates status and issues of marketing activity regularly to stakeholders, including senior leadership and team members.
• Provides guidance and consultation on channel marketing best practices and common obstacles based on prior experiences.
• Serves as a trusted advisor and internal expert to ensure the right solution is developed for various stakeholders as well as supporting fellow Marketing teammates.
• Participates in special projects and marketing campaigns outside brand marketing and performs other duties as assigned.

Preferred Skills / Experience

• Experience in the UK/European direct to consumer space, ideally within financial services or the asset management industry. Reasonable understanding of the needs and issues facing individual investors today.
• Excellent project management leadership, planning and collaboration skills
• Excellent communication skills (written, verbal) and history of being a team player
• Ability to think strategically and tactically
• Proven experience developing and implementing a successful and measurable marketing strategy, with an emphasis on engagement with existing clients
• Required marketing qualification or equivalent work experience. Additional experience in product management or client service preferred though not required.

Qualifications

• Minimum five years related work experience, two years of marketing experience.
• Undergraduate degree in Marketing or equivalent experience required.

Special Factors

• Vanguard is not offering sponsorship for this position.

Inclusion Statement

Vanguard's continued commitment to diversity and inclusion is firmly rooted in our culture. Every decision we make to best serve our clients, crew (internally employees are referred to as crew), and communities is guided by one simple statement: "Do the right thing."

We believe that a critical aspect of doing the right thing requires building diverse, inclusive, and highly effective teams of individuals who are as unique as the clients they serve. We empower our crew to contribute their distinct strengths to achieving Vanguard's core purpose through our values.

When all crew members feel valued and included, our ability to collaborate and innovate is amplified, and we are united in delivering on Vanguard's core purpose: to take a stand for all investors, to treat them fairly, and to give them the best chance for investment success.

How We Work

Vanguard has implemented a hybrid working model for most of our crew members, designed to capture the benefits of enhanced flexibility while enabling in-person learning, collaboration, and connection. Most teams work Tuesday-Thursday in the office, but for some jobs we need our crew to be in Monday-Friday. We will discuss the working pattern for your role during the interview process.

About Vanguard

We are Vanguard. Together, we're changing the way the world invests.

For us, investing doesn't just end in value. It starts with values. Because when you invest with courage, when you invest with clarity, and when you invest with care, you can get so much more in return. We invest with purpose - and that's how we've become a global market leader.

We want to make success accessible to everyone. This is our opportunity. Let's make it count.

How We Work

Vanguard has implemented a hybrid working model for the majority of our crew members, designed to capture the benefits of enhanced flexibility while enabling in-person learning, collaboration, and connection. We believe our mission-driven and highly collaborative culture is a critical enabler to support long-term client outcomes and enrich the employee experience.