Marketing Automation Manager

Job Description

At Aberdeen, our ambition is to be the UK’s leading Wealth & Investments group.

Strengthening talent and culture is one of our strategic priorities. We strive to make Aberdeen a great place to work so that we can attract and retain the industry’s best talent.

Our people put our stakeholders at the heart of everything they do by helping us to make a positive difference to the lives of our clients, customers, colleagues, shareholders, and society.

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.

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

• interactive investor, the UK’s second largest direct-to-consumer investment platform, enables individuals in the UK to plan, save, and invest in the way that works for them.
• Our Adviser business provides financial planning solutions and technology for UK financial advisers, enabling them to create value for their customers.
• Our Investments business is a specialist asset manager that focuses on areas where we have both strength and scale to capitalise on the key themes shaping the market, through either public markets or alternative asset classes.

The Marketing function is responsible for marketing and advertising activities, including creative services, market research, business intelligence, product management, and branding and design.

The Digital Marketing area is responsible for developing and supporting marketing efforts for the firm’s online media and platforms. Develops concepts to provide visual, web-based marketing to promote solutions to client needs.

The Marketing Automation Manager will work with the business to translate digital strategies into high-impact and timely email communications supporting client and prospects through acquisition and remarketing efforts. You will be a key technical and strategic lead for the global automation platform, Salesforce Marketing Cloud, advising on best practice adoption, driving strategy and building capabilities.

Reporting to the Marketing Audience Enablement Senior Manager, you will work as part of the Growth and Digital team, responsible for defining and implementing the Marketing Automation strategy across the region.

Through richer personalised engagement, enhanced targeting, awareness and journey progression, you will help drive conversion and lead generation. You will be responsible for helping manage the technology platforms used to support the Marketing Automation strategy and execution, including the management and development of technology roadmaps to deliver on wider digital requirements.

• Design and deliver the regional Marketing Automation strategy by driving regional capability levels, and assume responsibility for the day-to-day management and execution across the Marketing Automation platform, supporting marketing teams and implementing local communication strategies.
• Drive forward marketing engagement levels with existing contacts and the capturing of net new qualified leads through the creation of automated workflows and email nurture campaigns, working in collaboration with regional marketing and distribution teams.
• Design and build of HTML templates using coding practices to ensure responsive and best practice email execution.
• Explore new technology and platform developments to support customer experience and brand growth.
• Manage good data quality relating to overall data hygiene practices, bounce rate, integrity and accuracy across technology platforms.
• Management of data capture and acquisition strategies including form build, data flow and user journey.
• Extract data-driven insights about marketing programs & initiatives and provide ideas to optimise marketing propositions and boost return on investment.

The ideal candidate will possess the following:

• Strong proficiency in email marketing and executing…