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The Advocate Group
Content Marketing Manager
Job summary
A leading B2B software company in London is seeking a Content Marketing Manager to enhance their brand voice and drive engagement. This role involves creating high-quality content for finance professionals and aligning marketing strategies with business goals. The ideal candidate has over 5 years of B2B SaaS experience and proven skills in content creation and strategy.
Benefits
Qualifications
- 5+ years in B2B content marketing, ideally for a SaaS company.
- Proven experience within the Xero, QuickBooks, or Netsuite is essential.
- Strong understanding of finance personas and their challenges, particularly in SMEs.
Responsibilities
- Own and evolve the global content marketing strategy aligned with business objectives.
- Produce high-quality, persona-driven content for CFOs and finance operations leaders.
- Monitor content performance using tools like GA4 and SEO tools.
Skills
Tools
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Company Description
ApprovalMax is award-winning B2B software used by businesses around the world to approve bills and expenses. It streamlines the approval process for decision-makers by replacing paper and email approvals with automated workflows. ApprovalMax integrates with platforms such as Xero, QuickBooks Online, and Oracle NetSuite to unlock powerful efficiencies for approvers and finance teams. The company is globally recognized and has won' Xero App Partner of the Year' four times since 2020 in different countries.
Job Description
We're looking for a strategic, and hands-on Content Marketing Manager to join our growing team. This role is ideal for someone with a strong background in B2B SaaS Fintech or similar and a proven ability to create compelling content that resonates with finance professionals.
You will play a key role in shaping and executing our content strategy, working across teams to drive awareness, lead generation, and customer education. You'll be the voice of ApprovalMax across multiple content formats, tailoring messaging to CFOs, finance managers and accountants.
Qualifications
Key Responsibilities
Content Strategy & Execution
- Own and evolve the global content marketing strategy aligned with business objectives and the sales funnel.
- Develop and manage an editorial calendar across key channels (blog, email, social, landing pages, gated content).
- Produce high-quality, persona-driven content for CFOs, FDs, accountants, and finance operations leaders.
Content Creation
- Write and edit a variety of content types including blog posts, eBooks, case studies, whitepapers, webinars, email campaigns, and social media copy.
- Ensure all content aligns with brand voice, tone, and messaging.
- Collaborate with subject matter experts, product marketing, and sales to surface and tell compelling stories.
Messaging & Positioning
- Develop and maintain clear, consistent messaging tailored to finance personas (CFOs, FDs, accountants, etc.).
- Translate product features into compelling, benefits-led narratives.
- Ensure alignment of tone, voice, and value propositions across all channels.
- Collaborate cross-functionally to support positioning and differentiation in the market.
- Stay informed on ecosystem trends and competitor messaging.
Campaign Support
- Partner with demand generation to develop campaign content that supports pipeline goals.
- Repurpose content across channels to maximize reach and impact.
Performance & Optimisation
- Monitor content performance using tools like GA4, HubSpot, and SEO tools.
- Continuously optimise content based on analytics, SEO best practices, and engagement insights.
Thought Leadership
- Identify opportunities to position ApprovalMax as a thought leader in the finance automation and cloud accounting space.
- Support PR and influencer engagement with expert-level content.
Experience
- 5+ years in B2B content marketing, ideally for a SaaS company.
- Proven experience within the Xero, QuickBooks or Netsuite is essential
- Strong understanding of finance personas and their challenges, particularly in SMEs and mid-market segments.
- Exceptional writing and editing skills with the ability to translate technical and finance concepts into clear, engaging content.
- Strategic thinker with hands-on execution capabilities.
- Highly organised with experience managing multiple content streams and projects.
- Self-starter with a bias for action and ownership.
- Collaborative team player comfortable working across functions.
Additional Information
What we offer:
- Regular performance-based compensation reviews
- 100% paid 20 business vacation days
- 100% paid 10 sick leave days
- Health & Wellness program - a bonus payment, which will cover 50% up to a total of 500 Euro annually of the amount spent on the following activities: medical services (except regular health insurance), fitness, sports activities (excluding sports equipment), stress management, body massage, weight management, yoga, traveling, etc.
- Reimbursement of professional development courses
- Service years recognition financial reward
* The salary benchmark is based on the target salaries of market leaders in their relevant sectors. It is intended to serve as a guide to help Premium Members assess open positions and to help in salary negotiations. The salary benchmark is not provided directly by the company, which could be significantly higher or lower.
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