Senior Platform Marketing Manager

We’re hiring a Senior Platform Marketing Manager to drive measurable growth across our advised business.

This is a commercially critical role with clear accountability for how our platform propositions compete, differentiate and win in the adviser market.

You will own the platform marketing strategy across Invest centre, Touch and Custody Solutions, shaping how they are positioned, articulated and brought to life for advisers and paraplanners.

Your focus will be simple: design and deliver high-impact marketing that influences adviser behaviour and drives results. Flows. Retention. Platform growth.

You will be accountable for ensuring marketing activity translates directly into net flows and platform revenue across adviser firms.

At the heart of the advised business, this role combines platform expertise, commercial thinking and modern marketing execution. You will partner closely with Sales and Product to create campaigns advisers notice, understand and act on.

You will lead the marketing voice in platform strategy discussions, using insight and performance data to shape commercial priorities and proposition development.

This is a hands-on, high-impact opportunity for someone who wants real ownership, commercial visibility and the satisfaction of seeing their work deliver tangible business growth.

• Lead the end-to-end development and delivery of integrated, multi-channel marketing campaigns, aligned to commercial priorities and adviser needs.
• Own the annual platform campaigns calendar, working closely with Sales and Product teams to plan, prioritise, and deliver activity throughout the year.
• Translate business objectives such as flows, retention, and platform growth into clear, measurable marketing activity with defined success metrics.
• Develop commercial cases for campaign investment, including contribution modelling and expected ROI.
• Develop clear, compelling value propositions and messaging frameworks for advisers, paraplanners and clients that make it easy to understand why AJ Bell’s platforms matter and add value to their business.
• Use behavioural science to shape messaging and influence decision-making. Help advisers and their clients feel confident by reducing friction, and clearly and positively framing benefits.
• Work closely with technical experts, marketing colleagues, and sales and product teams to ensure messaging is relevant and accurate.
• Turn what can sometimes be complex product, tax and regulatory concepts into simple, persuasive stories.
• Own the core platform narrative and value architecture, ensuring consistency and clarity across all adviser-facing communications.
• Define and maintain AJ Bell’s competitive positioning within the adviser platform market, ensuring clear differentiation versus key competitors.

• Brief and manage external agencies and internal design, content, and digital colleagues to deliver high-quality campaign assets, on time and to brief.
• Work closely with Communications, Digital, and Events teams to ensure campaigns are joined up and consistent across all channels.
• Ensure all platform communications meet FCA financial promotion requirements, working closely with Compliance to deliver clear, accurate and compliant marketing.

• Work with the Senior Marketing Comms Manager, to jointly own campaign performance and evaluation, tracking results against KPIs.
• Use data and insights to optimise live campaigns and to inform future planning.
• Balance creativity with commercial discipline, always focusing on what drives measurable impact.
• Report on campaign contribution to net flows, retention, platform adoption and cross-proposition growth.
• Use CRM, segmentation and behavioural data to refine targeting and improve conversion performance over time.
• Act as a key marketing partner to the sales team. Share insights from adviser behaviour and campaign performance, to inform their approach to developing relationships with advisers.
• Feed insight from campaigns, adviser feedback, and market activity back into the wider marketing and proposition teams.
• Stay close to adviser needs, market trends, and competitor…