Marketing Manager - Product

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.

About the Department

The Adviser Marketing team is responsible for all Marketing activity relating to our advised platform offering. The team covers all marketing to Advisers and their customers relating to key products and services offered by the platform business. The team are the strategic leaders of how and what we communicate to advisers and responsible for developing and evolving the Adviser positioning for our target market.

They work in close collaboration with stakeholders across the Adviser business to deliver communications and engagement programmes that will help meet the brand, client experience and commercial goals of the business.

About the Role

Your role will operate within Adviser Marketing and focus on supporting the Wrap and Elevate platforms. You will be responsible for driving the success of our platform business by developing and executing strategic product marketing initiatives that resonate with financial advisers. You will act as the bridge between product, sales, and marketing—ensuring our propositions are clearly articulated, competitively positioned, and effectively promoted.

Key Responsibilities:

• Lead planning and execution of go-to-market communications for product launches, platform enhancements, and regulatory changes. Ensure activity aligns with adviser needs, business goals, and regulatory requirements.
• Develop strategic marketing plans to engage target client segments and support business objectives.
• Leverage data, analytics, research, and stakeholder feedback to inform messaging and positioning, and to optimise marketing impact.
• Deliver marketing initiatives on time and within budget, focusing on ROI and continuous improvement.
• Develop messaging frameworks and content that communicates a compelling value proposition, tailored to the adviser audience.
• Produce high-impact sales enablement materials including product guides, pitch decks, end client and adviser-facing content.
• Monitor industry trends, competitor activity, and adviser feedback to refine strategies and identify opportunities.
• Collaborate cross-functionally with product, sales, and technical teams to ensure consistent, compelling and compliant messaging.
• Coach and support senior consultants, fostering continuous learning and effective workload management within the team.
• Ensure operational excellence by adhering to governance standards, supporting risk reporting, and implementing process improvements.

About the Candidate:

• Proven experience in product marketing, ideally within financial services or platform environments.
• Experience with in a Financial services or Asset management firm/business.
• Understanding of the adviser landscape, regulatory environment, and investment propositions.
• Demonstrated ability to lead and coach senior marketing consultants.
• Skilled in stakeholder engagement and influence across cross-functional teams.
• Strategic thinker with a data-driven approach to decision-making.
• Experience with marketing automation tools, CRM platforms, and digital campaign execution. Aprimo MRM an advantage.
• Strong analytical skills and ability to distil complex information into clear, actionable insights.
• Degree in Marketing, Business, Finance, or a related field (Desirable).

• Professional marketing qualifications (e.g. CIM) are advantageous.

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