Job Description
We're looking for a Customer Marketing Manager to support the AJ Bell Direct to Consumer (D2C) marketing team in driving customer growth, engagement, and long-term customer value.
The Customer Marketing Manager will play a key role in managing the in-life stage of the customer lifecycle, with responsibility for developing and optimising campaigns and customer journeys that drive funding, investing, and cross-sell behaviours. This role will also lead the planning and delivery of key commercial moments, including tax year end activity (on a rotating basis with another marketing manager), while supporting broader customer engagement initiatives across the lifecycle.
Working closely with the wider Customer Marketing team, the successful candidate will ensure customers receive a cohesive, insight-led experience across all communications and touchpoints.
Key responsibilities are:
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Own the strategy, planning, execution, and optimisation of customer marketing campaigns and journeys across the in-life stage of the customer lifecycle, with a focus on driving funding, investing, and cross-sell behaviours.
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Lead the delivery of key commercial campaigns and lifecycle moments, including tax year end activity (on a rotating basis with another marketing manager), ensuring campaigns are customer-centric, commercially effective, and aligned to wider business objectives.
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Develop and optimise trigger-based and behavioural communications to increase customer engagement and value.
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Collaborate closely with the wider Customer Marketing team – particularly the parallel In-Life Customer Marketing Manager – to ensure clear ownership, alignment of priorities, and a seamless customer experience across lifecycle communications.
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Lead and coordinate multiple projects simultaneously, utilising strong project management skills to ensure campaigns are delivered on time and achieve key performance metrics.
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Embed an ‘always-on’ test-and-learn approach, using customer insight and performance data to continuously optimise customer and commercial outcomes.
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Analyse and report on campaign and lifecycle performance, identifying opportunities for improvement, innovation, and growth.
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Collaborate cross-functionally with teams including Customer Marketing Ops, Brand, Product, Legal, Compliance, Content and Data to deliver best-in-class customer communications.
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Lead, inspire, and develop a Marketing Executive, fostering growth and high performance within the team.
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Ensure all communications comply with regulatory requirements and internal governance processes.
Competence, Knowledge and Skills
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5+ years’ experience in customer or lifecycle marketing, with demonstrated success delivering impactful omnichannel campaigns.
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Experience developing customer journeys and trigger-based communications that drive engagement and commercial outcomes.
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Strong commercial mindset, with the ability to balance customer needs and business objectives.
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Strategic thinker who can see the bigger picture while maintaining strong attention to detail in execution.
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Excellent project management and organisational skills, with the ability to manage multiple priorities and stakeholders.
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Data-driven mindset with a strong focus on testing, learning, and continuous optimisation.
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Strong analytical skills, with the ability to interpret performance data and translate insights into action.
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Excellent verbal and written communication skills, with the ability to influence stakeholders across different teams and seniority levels.
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Collaborative team player who builds strong cross-functional relationships and works effectively in partnership with others.
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Customer-focused, with a passion for delivering relevant, engaging, and insight-led communications.
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Support and enable the business to deliver good outcomes for retail customers by helping achieve any regulatory requirements, including consumer duty.
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Experience within financial services or other regulated industries is desirable
About AJ Bell
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AJ Bell is one of the UK’s fastest-growing investment platform businesses, providing award-winning solutions for everyone, from professional financial advisers to first-time investors.
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Today, over 723,000 customers trust us to manage more than £108.7 billion of assets. By continually striving to make investing simpler and more accessible, we’re helping more people take control of their financial futures.
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We’re proud to be recognised as one of the UK’s Best 100 Companies to Work For for six consecutive years, and a Great Place to Work® in 2025 and 2026 a reflection of our supportive and collaborative culture.
What we offer
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Starting salary between £50,000 - £65,000 per annum (dependent on experience)
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27 days holiday, increasing with service + buy/sell scheme + bank holidays
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8% Pension with matched contributions
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Discretionary bonus scheme
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Share schemes (including free shares and BAYE)
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Health Cash Plan and discounted private healthcare
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Enhanced family leave (subject to qualifying criteria)
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Travel and bike loan schemes
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Employee Assistance Programme
Life at AJ Bell
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Regular social events including summer and Christmas parties
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Learning and development opportunities tailored to you
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Casual dress code
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Friendly, supportive team environment
Our ways of working
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We offer hybrid working, with a minimum of 50% of your working time per month spent in the office.
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For new starters, there’s an initial period of full-time office working to help you settle in and build relationships.
Inclusion & diversity
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We’re committed to creating an inclusive environment where everyone feels respected and able to be themselves at work.
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We welcome applications from all backgrounds and make hiring decisions based on skills, experience, and potential.
