Investor Research, Insight & Journey Mapping

Non-Executive Director and Marketing Consultant, Simon Longfellow, shares his experiences of working within marketing departments of large financial institutions and his strategies to integrate marketing into the framework of investment trust boards, as well as delivering measurable results. Through his insights, Simon discusses the value of effective marketing strategies and their contribution to the overall success of Investment Trusts.

In this episode David discusses driving growth within investment organisations through marketing, with financial experts Andy Johnson and Andrew Kelly.
Andy and Andrew worked together at Aberdeen Standard Investments as joint CO-CMOs before moving on to their current roles. Andrew, now head of marketing at Collar Capital and Andy the non-executive chair at River Mercantile.

In the third episode of The Growth Engine, David is joined by Charlotte Lamb, a BNY Mellon Marketing Consultant with over two decades of experience within the investment management realm. Charlotte shares insights into demand generation marketing strategies that have significantly elevated BNY Mellon’s overall marketing performance. She also discusses their process of enhancing audience engagement through laser-focused targeting strategies tailored to diverse audiences.

We are joined by Leanne Barnham, Global Head of Marketing at Brooks Macdonald.
Leanne is responsible for driving the marketing strategy and execution, supporting Brooks Macdonald’s medium-term ambition to become a top five wealth manager. Leanne talks us through both the opportunity for Brooks Macdonald and the marketing strategy that she has put in place on this exciting growth stage of the business.

In this episode, David is joined by Jasper Martens, Chief Marketing Officer at PensionBee. Jasper is passionate about bringing pensions back to the forefront of people’s minds, as saving for the future should be exciting. Tune in to discover PensionBee’s incredible journey from a startup to an industry-leading pension provider that redefines the way people perceive and engage with their retirement plans.

We’re joined by Nick Laws, Head of Marketing at NEST. With over seven years at the helm, Nick has been instrumental in its extraordinary growth: membership to the pension scheme has grown by 344% and AUM by over 1600%.  But its success isn’t just down to its scale. Listen now as we discuss the role of inertia, the ‘Test and Learn’ methodology and the importance of the brand’s accessibility and trust-building efforts.

We’re joined by Malcolm Fried, Chief Marketing Officer at Ninety One.

Previously CMO at Investec, Malcolm oversaw the transition of Ninety One as it demerged from Investec in 2020.Today, Malcolm is responsible for leading Ninety One’s global marketing efforts across investment marketing, brand, marketing operations, digital strategy and corporate communications.

Listen now to hear Malcolm’s take on ‘colouring in’, strong branding and how investment marketing compares to other sectors.

We’re joined by Laura Brown, Global Marketing Director at M&G Investments. With a unique ability to blend business acumen with creative marketing, Laura has successfully led teams across investment marketing and strategic planning for over a decade. We discuss how her strategic approach is infused with an entrepreneurial spirit, honed during her confectionery trailblazer days, and how this has helped her steer M&G’s marketing to drive growth and innovation.

We’re joined by Nicola Constantinou, UK Channel Marketing Manager at Vanguard and the brains behind Vanguard Active’s innovative Tough Mudder campaign. We discuss how this groundbreaking campaign has reshaped the way financial services engage with professional audiences and how her foresight and creativity in blending the rigorous world of financial investments with the physical challenge of Tough Mudder have set new benchmarks in experiential marketing within the industry.

We’re joined by Ben Rhodes, Brand Director at Phoenix Group. In three years, Ben has built a team from scratch, redefined the company’s corporate presence, developed an award-winning sonic identity and established the organisation as a standard-bearer of purpose-driven marketing, tackling essential societal challenges head-on. Join us as we explore his transformative journey and gain insights into how Ben is forging new paths in the financial services marketing landscape.

We’re joined by Duarte Garrido, VP Growth Marketing at Volt, the fintech start-up building the world’s first global real-time payment network. On a mission to harness the power of brand, community, and product to scale the business, Duarte discusses the challenges of marketing in the fintech sector, especially in a company disrupting traditional payment methods, and shares his journey, insights, and the innovative strategies propelling the future of real-time payments.

We’re joined by Rachael Smith, Head of Marketing, EMEA & Vice President at Dimensional Fund Advisors. Financial Services Forum Marketer of the Year 2023, Rachael’s career spans several high-profile organisations where she has demonstrated her exceptional skill in driving growth and innovation in marketing. Join us as we discuss her career journey, strategies for integrating marketing and sales, and insights on adapting to the dynamic world of digital marketing.

We’re joined by Amie Stankiste, Chief Marketing Officer at LSEG and driving force behind the global brand campaign and digital transformation. An expert in multi-channel and B2B marketing strategies, she has previously propelled growth at ION, S&P and Thomson Reuters, leading award-winning teams, implementing industry-leading technology, and championing customer-focused marketing. Listen now to her insights on building high-performing teams, executing global marketing campaigns, and driving innovation within the industry.

Highlights of the last six months of interviews with marketing industry heavyweights. Join us as we discuss how to drive growth within investment organisations through marketing; how to develop a CRM strategy to drive growth within wealth management; who is disrupting the pension industry; the art of ‘Test and Learn’; and the best ways to balance creativity with strategic planning to drive growth & innovation.

It’s no secret that marketing departments in Financial Services are often referred to as the ‘colouring-in’ department – making things ‘engaging and visually appealing’, rather than being a strategic, data-driven function that significantly influences growth. Join us as we delve into this common misconception, exploring its origins, discussing why it persists, and engaging with senior marketeers from Ninety One, Brooks Macdonald and Dimensional Fund Advisors to hear their insights and thoughts.

We’re joined by Claire Oldstein, Group Customer and Marketing Director at Wesleyan, and Eve Clowes, Head of Customer Acquisition & Management. Claire’s strategic prowess and Eve’s innovative marketing methodologies have been instrumental in steering Wesleyan through a digital and strategic metamorphosis, positioning it as a beacon of customer-centricity and brand excellence in the financial services sector. Join us as we dive into their transformative journey at Wesleyan.

We’re joined by Brian Stewart, Global Head of Customer Insight, Web Experience & Analytics at AXA Investment Managers. With over twenty years of experience, Brian specialises in the effective use of market research tools, technologies and data insight to improve the client experience within asset management firms. Listen now to understand the approach he has championed at AXA Investment Managers and the transformation journey they have been on over the last seven years.

We’re joined by Mark Evans, the former MD, Marketing & Digital of Direct Line Group, who led its transformation by redefining the brand through iconic campaigns, elevating the company’s market position and achieving multiple IPA Effectiveness Gold Awards. Mark now continues to shape the marketing landscape through his involvement with The Marketing Society, his advisory roles across sectors, and his participation in Accenture’s Luminary Programme. Listen now as we discuss the evolving roles of CMO’s.

We’re joined by Deon Pillay, Head of Marketing Technology, Enablement, and Governance at Legal & General Investment Management. Deon brings over a decade of experience at LGIM, where he has played a pivotal role in transforming marketing strategies through innovative technology and robust governance frameworks. Join us as Deon shares insights into how marketing technology can enable sales, the importance of compliance in marketing, and the future of marketing in the financial services industry.

In this episode of The Growth Engine, David is joined by Rick Cannon, the Marketing Director for EMEA Campaigns at AllianceBernstein. Known for his expertise in digital-first campaigns and strategic capability development, Rick has a proven track record of driving brand growth and innovation in highly competitive markets.

We’re joined by Alex Leay, Group Head of Wholesale Marketing and Head of UK Marketing at HSBC Asset Management, where she has played a pivotal role in steering the marketing strategies across a global landscape. Listen now as we discuss how Alex has transformed marketing perceptions within HSBC, her strategies for aligning global marketing campaigns with local market needs, and her insights into future marketing trends within the financial services sector.

We’re joined by Arlette Lee, Director of Marketing at Aravis Capital. With over fifteen years in the financial services industry, Arlette has spearheaded initiatives at Aravis Capital that have significantly enhanced brand visibility and client engagement – winning them a finalist place for Best Website and Best Video in the Investment Week Marketing & Innovation Awards 2024. Listen now to find out more.

We’re joined by Lauren Berkemeyer, Chief Marketing Officer at YuLife, a tech-driven insurance company that innovatively integrates gamification and behavioural science to promote healthy living and transform financial products for good. At YuLife, Lauren has built a high-performance marketing team from the ground up, fuelling growth through data-driven strategies and creative storytelling. Listen now as she shares her insights into building a marketing engine that drives substantial commercial impact.

We’re joined by Neville Vyas, Head of Marketing EMEA & APAC at Impax Asset Management where he has been instrumental in navigating the company through significant growth phases, particularly in sustainable investing. With over three decades of expertise in asset management, professional services, and FinTech, Neville has shaped strategic marketing strategies across diverse markets, emphasising the alignment of marketing with broader business objectives. Listen now as Neville shares his insights.

We’re joined by Conrad Ford, Chief Product & Strategy Officer at Allica Bank, the UK’s fastest-growing fintech firms. Since joining Allica in 2020, Conrad has been pivotal in steering the bank’s strategic direction and it was named the UK’s fastest-growing business of 2024, for the second year running by Deloitte in its Technology Fast 50 Awards. Listen now as he shares his insights into marketing, digital transformation and growth in the fintech space.

We’re joined by Anabela Figueiredo, CMO at Moneycorp, where she is shaping the global marketing function. Having built a career at the intersection of data, strategy, and technology, Anabela brings a unique perspective to marketing. Listen now as she shares insights on how marketing can act as a core business growth function, the role of data in shaping strategy, and how to build a truly customer-centric organisation.

In this episode, we’re joined by Shakeela Williamson, an award-winning marketing leader with over 20 years of experience across financial services and fintech.
Most recently CMO of Marketing for Citi’s UK Consumer Bank and EMEA International Personal Bank, Shakeela has led strategies driving growth in high-net-worth wealth management and banking.
Tune in as she shares how to position marketing as a driver of revenue, how to gain influence in the C-suite, and the key to leading transformation through marketing strategy.

We’re joined by Jeremy Laight, former CMO at Enness Global. A marketing leader with over 20 years in lead roles at Bupa, Crown Worldwide, NatWest, LendInvest and Travelex, he has driven marketing transformations, brand positioning, and customer experience (CX) strategies.
Listen now as we explore how CX, NPS and advocacy drive sustainable growth, why marketing should be at the heart of customer experience, and how to balance brand-building with commercial impact.