B2C Marketing & Campaigns Lead

Vma Group; Greater London; Hybrid; GBP 83,000 - 101,000; Full time

Job summary

Vma Group in London is seeking a B2C Marketing & Campaigns Lead for a 12‑month maternity cover. You will lead the marketing strategy for UK and Germany, and oversee a four-person team across brand advertising, social, influencer marketing, and content optimized for web and AI-driven discovery.

You will partner with local and central EMEA teams to deliver measurable outcomes, manage multiple priorities, and drive customer experiences with autonomy and strong leadership.

Qualifications

• Significant experience in financial services or asset management.
• 8–12+ years in marketing, communications or digital marketing.
• Experience leading complex, multi-market programmes across brand, product, content and digital.
• Strong people management and stakeholder influencing skills.
• Degree-level education or equivalent experience.

Responsibilities

• Lead the EMEA individual investor marketing agenda focusing on the UK and Germany.
• Provide strategic leadership across integrated marketing programmes.
• Drive web, social, content and paid channels to deliver measurable outcomes.
• Lead evolution of investor personas and marketing planning.
• Oversee digital initiatives including AI/LLM integration for marketing.
• Partner with senior leaders across marketing, product, distribution, analytics and compliance.
• Lead, develop and coach four marketing professionals.
• Coordinate with local marketing teams and central EMEA social teams.
• Oversee governance, budgets, approvals and resource planning.

Skills

B2C marketing

Stakeholder management

People management

Strategic thinking

Programme management

Digital marketing

Content marketing

AI tools

Leadership

Multi-market campaigns

Education

Degree-level education

Job description

B2C Marketing & Campaigns Lead - 12-month maternity cover

An opportunity has arisen to join a leading global asset management business as B2C Marketing & Campaigns Lead. You will lead individual investor marketing strategy across the UK and Germany, delivering integrated programmes that build brand awareness, consideration and preference for investment solutions. Managing a team of four marketing professionals, you will oversee brand advertising, organic and paid social, influencer marketing, and educational and product content optimised for web and AI-driven discovery. You will combine strategic direction with delivery, embedding audience insights into campaigns and improving digital investor experiences. This role requires a high degree of autonomy, strong people leadership and the ability to manage multiple priorities. You will partner with local and central EMEA teams across marketing, product, distribution, digital, analytics and compliance to deliver measurable business outcomes.

4 days a week (non-negotiable) in City of London, 1 from home

£450 - £550/Day; Inside IR35

Key Responsibilities:

• Lead the EMEA individual investor marketing agenda, with a particular focus on the UK and Germany, setting strategic priorities and driving delivery across growth initiatives, campaigns and customer experience programmes.
• Provide strategic leadership across integrated marketing programmes spanning brand advertising, product marketing, influencer marketing, organic and paid social, audience personas and digital experiences.
• Drive execution across web, social, partnerships, content and paid channels to deliver measurable business impact and engaging customer experiences.
• Lead the evolution and adoption of investor personas across EMEA, embedding audience insights into marketing planning, content development and campaign execution.
• Oversee strategic digital initiatives, including enhancements to the individual investor web experience, content strategy and the integration of AI and LLM-driven marketing capabilities.
• Act as a senior stakeholder partner across marketing, product marketing, digital, distribution, analytics and compliance, influencing decisions and securing alignment on priority initiatives.
• Lead, develop and coach four marketing professionals, supporting performance management, talent development, organisational effectiveness and recruitment.
• Drive collaboration and delivery across local marketing teams, central EMEA social teams and other partner functions.
• Oversee governance, budgets, approvals, prioritisation and resource allocation, while improving processes, tools and ways of working.

Skills & Experience:

• Significant experience developing and leading marketing strategies within financial services, asset management or a related industry.
• Typically 8-12+ years’ experience in marketing, communications or digital marketing, ideally within financial services, asset management or another regulated environment.
• Strong B2C marketing capability, with the ability to translate customer insights and investment propositions into relevant campaigns and content for individual investors.
• Proven ability to lead complex, multi-market marketing programmes across brand, product, content, social, digital and customer experience.
• Strong people management experience, with a track record of coaching talent and developing high-performing teams.
• Exceptional stakeholder management and influencing skills, including experience partnering with senior leaders in a complex, matrixed organisation.
• Strategic thinking and commercial judgement, with the ability to translate business priorities into actionable marketing plans and measurable outcomes.
• Strong programme management and prioritisation skills, with the ability to manage multiple workstreams, stakeholders, budgets and deadlines independently.
• Excellent communication and presentation skills, including the ability to explain complex investment concepts clearly to different audiences.
• Demonstrated fluency in AI tools, alongside curiosity and a commitment to adopting innovative technologies and ways of working.
• Degree-level education or equivalent professional experience.