Senior Content Strategy Manager

abrdn; City of Edinburgh; Hybrid; GBP 60,000 - 90,000; Full time

Benefits offered by this job

40 days annual leave

16% employer pension contribution

Discretionary bonus (where applicable)

Private healthcare

Gym discounts

Season ticket loans

Employee discount portal

Job summary

abrdn is seeking a Senior Content Strategist to build and lead a content engine that shapes adviser perception and drives pipeline growth in the UK market.

You will define content strategy, audience priorities and thought leadership programmes, collaborating with Growth, Sales, Product Marketing, and Compliance to convert complex expertise into engaging adviser-focused content.

Qualifications

• Significant experience in B2B content strategy.
• Translate complex subject matter into clear content.
• Strong planning linking audience insight to objectives.
• Experience in regulated environments.
• Experience working with agencies or specialists.
• Proven thought leadership programs.

Responsibilities

• Develop and own content strategy and pillars.
• Lead flagship content programmes (reports, newsletters, webinars, case studies).
• Transform specialist knowledge into adviser-focused content.
• Align content with lifecycle marketing and ABM.
• Maintain editorial standards and compliance processes.
• Measure performance and optimize topics, messaging, formats and distribution.

Skills

Content strategy

Editorial strategy

B2B marketing

Stakeholder mgmt

Thought leadership

Audience insight

Regulated env

Fintech content

Content governance

Education

Marketing degree

Tools

CMS

Analytics

Job description

About the Role

As Senior Content Strategist, you will build and lead the content engine that shapes adviser perception, deepens engagement and supports pipeline growth. Operating at a senior/manager level, you will define content strategy, audience priorities and thought leadership programmes that strengthen Aberdeen Adviser's position in the UK market. Working across Growth, Sales, Product Marketing, Technical, Platform Consultants, Compliance and PR, you will turn complex expertise into engaging adviser-first content. This is an opportunity to influence commercial outcomes, raise market visibility and help define best-in-class B2B marketing.

Key Responsibilities

• Develop and own the content strategy, defining audience segments, content pillars, journey stages, formats, channels and success measures.
• Lead flagship content programmes including research reports, adviser education, newsletters, webinars, podcasts, case studies and content hubs.
• Transform specialist expertise, market insight and product developments into compelling adviser-focused content and multi‑channel campaigns.
• Partner with Growth, Sales and Marketing Operations to align content with lifecycle marketing, ABM, nurture activity and pipeline progression.
• Maintain editorial standards, governance and compliance processes, ensuring accuracy, approval controls and audit readiness.
• Measure content performance and continuously optimise topics, messaging, formats and distribution using data and adviser feedback.

About the Candidate

• Significant experience in B2B content strategy, content marketing, editorial strategy or thought leadership within a complex B2B environment.
• Excellent writing and editorial skills, with the ability to translate complex subject matter into clear, credible content.
• Strong content planning capability, connecting audience insight, commercial objectives and channel strategy.
• Commercial understanding of demand generation, lifecycle marketing, sales enablement, nurture programmes and pipeline development.
• Experience creating content for specialist professional audiences such as adviser platforms, fintech or SaaS markets.
• Ability to collaborate with senior stakeholders and subject matter experts across a regulated business.
• Experience creating benchmark reports and thought leadership campaigns; understanding of the UK advice market and areas such as pensions, tax, trusts, decumulation and consolidation; experience working in regulated environments and managing agencies or specialist contributors.

We are proud to be a Disability Confident Committed employer. If you have a disability and would like to apply to one of our UK roles under the Disability Confident Scheme, please notify us by completing the relevant section in our candidate questionnaire. One of our team will reach out to support you through your application process.

Our benefits

• 40 days' annual leave
• 16% employer pension contribution
• Discretionary performance-based bonus (where applicable)
• Private healthcare
• Gym discounts
• Season ticket loans
• Access to an employee discount portal

There's more to working life than coming home with a good salary. We have an environment where you can learn, get involved and be supported.

When you join us, your reward will be one of the best around. This includes 40 days' annual leave, a 16% employer pension contribution, a discretionary performance-based bonus (where applicable), private healthcare and a range of flexible benefits - including gym discounts, season ticket loans and access to an employee discount portal. You can read more about our benefits here.

Our business

Enabling our clients to be better investors drives everything we do. Our business is structured around three distinct areas - our vectors of growth - focused on our clients' changing needs.

You can find out more about what we do here.

An inclusive way of working

Whatever way you like to work, if you have the talent and commitment to join our team, we'd like to hear from you.

At Aberdeen we've adopted a 'blended working' approach. This approach combines the benefits of face‑to‑face collaboration, coaching and connecting in our offices with the flexibility of working from home. It enables colleagues to find a balance that works for their roles, their teams, our clients and our business.

An inclusive culture , where diverse perspectives drive our actions, is at the core of who we are and what we do. If you need assistance with your application, or a reasonable adjustment to your interview arrangements - for example, because you are neurodivergent, or have a physical, sensory, cognitive, mental, visible or invisible disability - please let us know and we'll be happy to help.