About us
Bfinance is a global investment consultancy that helps institutional investors make better investment decisions. Founded in 1999, the London-headquartered firm has conducted engagements for more than 620 clients in over 47 countries and has 12 offices globally.
Services include manager search and selection, fee analysis, performance monitoring, risk analytics and other portfolio solutions. With customised processes tailored to each individual client, the firm seeks to empower investors with the resources and information to take key decisions. The team is drawn from portfolio management, research, consultancy and academia, combining deep sector-specific expertise with global perspective. For a brief company history visit: https://www.bfinance.com/who-we-are/celebrating-25-years
The Role
Reporting to the Head of Marketing, this role will focus heavily on driving lead generation and building a high-quality pipeline for the sales teams. You will work closely with the marketing and regional relationship management (sales) teams to execute and optimise multi-channel lead generation campaigns, produce high-impact collateral that converts, support sales enablement with lead-nurturing content, and grow the bfinance brand through targeted, performance-driven marketing.
A significant portion of the role involves owning digital lead generation activities (email, website, content syndication, paid/organic channels), analysing campaign performance against pipeline and revenue metrics, maintaining marketing automation/CRM systems for lead flow, and ensuring marketing directly contributes to new business acquisition in the institutional investment space.
This is a hands-on, metrics-oriented position with strong emphasis on generating measurable leads, optimising conversion funnels, and supporting sales growth.
Key Responsibilities
Responsibilities will include (but will not be limited to) the following:
- Support planning, execution and optimisation of multi-channel lead generation campaigns (email nurturing, content syndication, webinars, organic search, LinkedIn, and thought leadership distribution) to generate high-quality leads for regional sales teams
- Assist with development and implement targeted demand generation programmes tailored to client segments (e.g. pension funds, insurers, wealth managers) and regions, with clear KPIs focused on lead volume, qualification rate, and pipeline contribution
- Contribute to ongoing improvement of data quality and integrity within the CRM and marketing automation systems, including supporting list hygiene, segmentation accuracy, and lead enrichment processes in collaboration with sales teams
- Assist with creating and deploying lead magnet content (whitepapers, reports, guides, webinars, case studies) designed to attract and capture institutional investor interest
- Support email marketing strategy and execution using the marketing automation platform — including list segmentation, A/B testing, lead scoring, drip campaigns, and personalised nurture flows to progress leads through the funnel
- Support management and optimisation of the company website and landing pages for lead capture, conversion rate optimisation (CRO), and on-site SEO to drive organic lead growth
- Collaborate with regional sales teams to support lead hand-off, provide campaign reporting, and refine targeting based on feedback and performance data
- Track, analyse and report on lead generation performance (including source attribution, cost per lead, conversion rates, marketing-sourced pipeline, and ROI) using dashboards and weekly/monthly reporting
- Maintain and enhance marketing automation and CRM systems to ensure clean lead flow, accurate scoring, and seamless sales hand-over
- Support sales enablement by producing pitch materials, proposals and presentations that align with generated leads and opportunities
- Assist with broader marketing activities including event promotion (virtual and in-person), PR/award submissions, and content publishing, with a view to lead capture and pipeline impact
- Provide administrative and logistical support for marketing operations and campaign delivery
Skills and Experience
The ideal candidate will have:
- A Degree in Marketing (or equivalent) or CIM Diploma (or similar), plus a minimum of 2–4 years’ experience in B2B marketing, ideally with a strong track record in lead generation / demand generation
- Proven experience running lead generation campaigns in a B2B/professional services environment, with demonstrable impact on pipeline and new business
- Hands-on experience with marketing automation platforms (e.g. HubSpot, Marketo, Pardot) for email marketing, lead scoring, nurturing and reporting
- Proven ability to contribute to improving data quality, integrity and efficacy in marketing/sales systems (e.g. through accurate sourcing, process enhancements, segmentation refinement, enrichment practices, and ongoing campaign feedback)
- Experience managing websites and landing pages via content management systems (CMS), with a focus on conversion optimisation
- Basic working knowledge of HTML/CSS for email and landing page tweaks
- Solid understanding of SEO, on-page optimisation to drive inbound leads
- Strong analytical skills and proficiency in Excel (pivot tables, data analysis) and PowerPoint; experience with data visualisation tools is a plus
- Proficiency in Adobe Photoshop, InDesign and Microsoft PowerPoint for creating marketing assets
- Excellent written and verbal communication skills in English, with strong copywriting, grammar and proofreading ability for compelling B2B content
- Demonstrated ability to work independently, manage multiple campaigns/projects, prioritise effectively and drive initiatives with minimal supervision
- Comfort engaging with senior stakeholders and regional sales teams in a fast-paced, international environment
- A proactive, results-oriented mindset with a focus on metrics, testing, and continuous improvement
- Interest in financial/institutional markets is beneficial but not essential
Working at bfinance
At bfinance we place great importance on diversity and inclusion. We want our workforce to reflect the diverse clients we serve, and we want to hire talented employees who come to work feeling valued and appreciated for who they are, and free to contribute different ideas. We are committed to providing equal opportunities in employment and to creating a working environment where everyone can thrive and feel a true sense of belonging.
Your data bfinance fully supports the European framework for data protection under the General Data Protection Regulation (GDPR). Our commitment to protect your rights and interests are outlined in our Privacy Policy statement which provides clarity of what data we will collect, how we use it, why we need it and who has access to it. You can view our Privacy Policy on our website www.bfinance.com
