Channel Marketing Manager, Specialist - UKPI
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About The Position
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).
