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 Investcentre, 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.

Key responsibilities:

Campaign strategy & delivery

• 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.

Messaging & content development

• 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.

Integrated execution

• 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.

Performance & optimisation

• 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.

Collaboration & insight

• 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 activity, to ensure AJ Bell’s platform marketing remains relevant, differentiated, and effective.
• Confidently challenge and shape commercial priorities using evidence and market insight.

About you:

• Strong experience in campaign-led marketing, ideally within investments, platforms or financial services.
• Proven experience marketing adviser platforms or complex B2B financial propositions within a regulated environment.
• Demonstrable impact on flows, retention or revenue growth through marketing activity.
• A solid understanding of how advisers and paraplanners engage with platform propositions.
• An interest in behavioural science and how small changes in messaging can influence perceptions and behaviour.
• Curiosity about AI and data-led marketing, and how technology can improve marketing effectiveness.
• Confidence working cross-functionally and influencing senior stakeholders.
• Experience operating in FCA-regulated marketing environments and delivering compliant financial promotions.
• A practical, outcomes-focused mindset — you care about what works, not just what looks good.

About Us

AJ Bell is one of the fastest-growing investment platform businesses in the UK offering an award-winning range of solutions that caters for everyone, from professional financial advisers to DIY investors with little to no experience. We have over 644,000 customers using our award-winning platform propositions to manage assets totalling more than £103.3 billion. Our customers trust us with their investments, and by continuously striving to make investing easier, we aim to help even more people take control of their financial futures.

Having listed on the Main Market of the London Stock Exchange in December 2018, AJ Bell is now a FTSE 250 company.

Headquartered in Manchester with offices in central London and Bristol, we now have over 1,500 employees and have been named one of the UK's 'Best 100 Companies to Work For’ for six consecutive years and in 2025 named a Great Place to Work®.

At AJ Bell you can expect a friendly working environment with a strong sense of teamwork, we have a great sense of pride in what we do, and this is reflected in our guiding principles.

What we offer:

• Competitive starting salary
• Starting holiday entitlement of 27, increasing up to 31 days with length of service and a holiday buy and sell scheme
• A choice of pension schemes with matched contributions up to 8%
• Discretionary bonus scheme
• Annual free share awards scheme
• Buy As You Earn (BAYE) Scheme
• Health Cash Plan – provided by Simply Health
• Discounted private healthcare scheme and dental plan
• Free gym
• Employee Assistance Programme
• Bike loan scheme
• Sick pay+ pledge
• Enhanced maternity, paternity, and shared parental leave
• Loans for travel season tickets
• Death in service scheme
• Paid time off for volunteer work
• Charitable giving opportunities through salary sacrifice
• Calendar of social events, including monthly payday drinks, annual Christmas party, summer party and much more
• Personal development programmes built around you and your career goals, including access to personal skills workshops
• Monthly leadership breakfasts and lunches
• Casual dress code
• Access to a range of benefits from our sponsorship deals

Hybrid working:

At AJ Bell, our people are the heart of our culture. We believe in building strong connections by working together. That's why we offer a hybrid working model, where you'll spend 2-3 days per week in the office. For new team members, the first 3 months will be spent full-time in the office to help you immerse yourself in our business and build valuable relationships with your colleagues.

AJ Bell is committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and all employees are empowered to bring their whole self to work.

We do not discriminate on the basis of race, sex, gender identity, sexual orientation, age, pregnancy, religion, physical and mental disability, marital status and any other characteristics protected by the Equality Act 2010. All decisions to hire are based on qualifications, merit and business need.

If you like the sound of the above, or just want to know more about the company and the role, we'd love to speak to you.