Senior Institutional Content Marketing Lead

BNP Paribas Asset Management; Greater London; On-site; GBP 70,000 - 100,000; Full time

Job summary

BNP Paribas Asset Management is seeking a Senior Institutional Marketing Content Manager in London. You will shape content that supports Institutional priorities, lead governance, and ensure brand-aligned messaging across campaigns and channels, with a digital-first approach.

Reporting to the Head of Segment & Campaign Content Marketing, you will partner with segment leads, sales and investment teams to translate complex topics into client-centric narratives and deliver impactful content for

Qualifications

• Significant experience in content marketing, campaign marketing or strategic communications within financial services, asset management or a complex global organisation.
• Proven track record of developing and executing global content strategies across Institutional client channels with appropriate tone of voice and format.
• Strong editorial judgment and ability to translate complex topics into compelling, client-centric content.
• Strong understanding of audience segmentation, client journeys and delivering content for integrated campaigns.

Responsibilities

• Campaign and segment content for Institutional
• Partner closely with segment marketing leads for Institutional to tailor content strategies to Institutional client segments and client journeys, ensuring messaging is relevant, compelling and aligned with strategic objectives.
• Collaborate closely with institutional sales to understand their needs, equipping them with the right information and tools to strengthen client relationships and position themselves as trusted advisors, with a particular focus on insurance.
• Translate complex investment, product and market topics into clear, client-focused narratives.
• Deliver impactful content for campaigns being developed by the segment teams, that resonates with the target Institutional audiences, driving engagement and commercial objectives.
• Content delivery can include creating and/or editing news pieces, thought leadership, market insights features and educational content or leveraging content for other format needs e.g. videos, podcasts (always a digital-first approach).
• Ensure consistency of messaging across campaigns while enabling appropriate country-specific customisation.
• Ensure content is optimised for digital channels where applicable, ensuring strong audience engagement and performance.

Skills

Content marketing

Campaign marketing

Strategic communications

Editorial judgment

Education

University degree in business, marketing or related field

CFA charter holder or equivalent (desirable)

Tools

AI content tools

SEO tools

Job description

BNP Paribas Asset Management is seeking a Senior Institutional Marketing Content Manager in London. You will shape content that supports Institutional priorities, lead governance, and ensure brand-aligned messaging across campaigns and channels, with a digital-first approach.

Reporting to the Head of Segment & Campaign Content Marketing, you will partner with segment leads, sales and investment teams to translate complex topics into client-centric narratives and deliver impactful content for