Senior Content Strategy Manager

Aberdeen Group; United Kingdom; Hybrid; GBP 60,000 - 90,000; Full time

Benefits offered by this job

40 days annual leave

16% pension contribution

Private healthcare

Gym discounts

Season ticket loans

Employee discount portal

Job summary

Aberdeen Group is recruiting a Senior Content Strategist to shape adviser-first content for UK financial services. You will lead the content engine, defining audience priorities and thought leadership programmes to strengthen Aberdeen Adviser’s market position.

You'll collaborate with Growth, Sales, Product Marketing and Compliance to deliver compelling, compliant content across channels, with measurable impact on engagement and pipeline growth.

Qualifications

• 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.

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.

Skills

B2B content strategy

Content marketing

Editorial strategy

Thought leadership

Writing

Content planning

Demand generation

Lifecycle marketing

Sales enablement

Nurture programmes

Pipeline development

Benchmark reports

Job description

Job Description

The Adviser Marketing team leads how we position, communicate and engage with UK financial advisers across our advised platform offering and Managed Portfolio Service. Working closely with commercial, product, technical and client-facing teams, the department supports growth through compelling communication, adviser engagement and market insight. The team combines industry expertise with modern B2B marketing capability to help enable our clients to be better investors.

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

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.

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.

At Aberdeen, our ambition is to be the UK’s leading Wealth & Investments group. We are focused on growing our direct and advised wealth platforms and repositioning our specialist asset management business to meet client demand. We are committed to providing excellent client service, supported by leading technology and talent. You can find out more about what we do here.

Aberdeen comprises three businesses, interactive investor (ii), Investments and Adviser, each of which focuses on meeting and adapting to our clients’ evolving needs.