As Channel Marketing Manager you will own the marketing strategy and work closely with the country head and sales team on the marketing plan for Vanguard in Spain
About Vanguard Spain
Vanguard is a company built on the simple premise that an investment firm should manage its funds solely in the interests of its clients. Since establishing the first indexed mutual fund in the U.S. in 1976, Vanguard has grown into one of the world's largest and most respected investment management companies. Globally, Vanguard manages some 10.4 trillion US Dollars on behalf of our clients. Our experience in Europe is a compelling 15-year growth story and we are excited to invite applications for vacancies in our new Spain office in Madrid.
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We have worked with clients in Spain for many years and have deep rooted client relationships on the ground. Opening the office in Madrid will allow us to broaden and deepen those relationships with wholesale and adviser clients. Spain is one of the largest investment management markets in Europe but is characterised by low penetration of indexing and ETFs. As one of the largest passive and active investment managers in the world, Vanguard is well positioned to help Spanish investors understand the benefits of low-cost index funds and ETFs.
About the role
As Channel Marketing Manager you will take responsibility for managing the brand, enhancing the client experience and generating leads. You will be responsible for the creation and delivery of the marketing strategy to support digital, face-to-face and event activities in the wholesale and adviser segments in Spain. You will produce ongoing insight and direction through competitive analyses and update the strategy accordingly. This is a newly created role in Vanguard's new office in Madrid, and so you will be a critical part of our success in Spain.
The role involves partnering with our key agencies to assess & improve our creative and above-the-line advertising, social media, content and events strategy; understanding our current target market and their brand awareness & perception to identify new opportunities to reach them; building on our measurement strategy to quantify your impact; and, assessing new potential opportunities to amplify our brand, partnering with our content, PR & distribution teams. The role's secondary focus will be flexing marketing skills and expertise to acquire new client contacts and generate leads for sales crew (e.g., supporting acquisition focused campaigns, client communication strategies, and more).
In this role, you will report to the Head of Marketing for Financial Adviser Services in Europe and be a part of the Financial Advisory Services (FAS) Channel Marketing team. You will be a key collaborator with the Distribution/Sales team, sitting on site with the Head of Spain.
Responsibilities
- Works alongside country sales head to define the marketing propositions for both intermediated retail and wholesale at a product and service level. Sets metrics for all activity, maximizes ROI and reports on marketing effectiveness and budgets.
- Creates and leads campaigns to promote brand, services and products, translating business objectives into defined channel marketing goals, strategies, and tactics that drive awareness & consideration.
- Develops and directs channel marketing plans that are well-informed by the competitive landscape and suited to the regulatory environment. Aligns activity with deep understanding of business strategy, client needs, and offer strategy.
- Defines digital requirements to help generate world-class customer experience and journeys that help clients serve themselves, and highlight opportunities to sales crew based on client behavior across web, email and events
- Delivers an effective digital and face-to-face events strategy to build brand and drive advocacy for Vanguard thought leadership and product expertise.
- Creates innovative campaigns and content that champions the Vanguard brand and products. Ensuring consistent visuals, tone of voice, and brand messaging across all content, working with media buying agencies to help deliver media buying opportunities
- Partners with PR, content & key business teams to identify new opportunities to amplify brand, grow audience and drive engagement (e.g., social media, email, content)
- Builds and fosters effective relationships, particularly in cross-collaboration working groups. Proactively fosters communication between internal department and external department stakeholders. Influences key decisions across stakeholder groups.
- Proactively identifies, manages, and mitigates risks on channel marketing activities. Communicates solutions on key issues to management and stakeholders to obtain their input and buy-in as appropriate.
- Proactively communicates status and issues of marketing activity regularly to stakeholders, including distribution, senior leadership and team members.
- Serves as a trusted advisor and internal expert to ensure the right solution is developed for various stakeholders as well as supporting fellow Marketing teammates.
- Participates in special projects and performs other duties as assigned.
Skills / Experience
- Significant, demonstrable related work experience, including relevant channel marketing experience, preferably in a Bank, Asset Manager, or related firm.
- Experience in the Spanish Adviser and wholesale segments, ideally within financial services or asset management. Reasonable understanding of ETFs and mutual funds.
- Excellent project management leadership, planning and collaboration skills
- Excellent communication skills (written, verbal) and history of being a team player
- Ability to think strategically and tactically
- Proven experience developing and implementing a successful and measurable marketing strategy, with an emphasis on engagement with existing clients
- Required marketing qualification or equivalent work experience. Additional experience in product management or client service preferred though not required.
- Fluent Spanish and English language skills, to business proficiency level
Qualifications
- Undergraduate degree in Marketing or equivalent experience required.
Our office in Madrid
We are in the process of establishing our new office in Madrid in the Barrio de Salamanca region. This job will be based there.
How We Work
Vanguard has implemented a hybrid working model for the majority of our crew members, designed to capture the benefits of enhanced flexibility while enabling in-person learning, collaboration, and connection. We believe our mission-driven and highly collaborative culture is a critical enabler to support long-term client outcomes and enrich the employee experience.