Head of Content Strategy

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Job Description At abrdn, our purpose is to enable our clients to be better investors. Clients worldwide trust us to find future-fit investment opportunities to deliver the outcomes they want. Our technology and insight help...

Job Description

At abrdn, our purpose is to enable our clients to be better investors.

Clients worldwide trust us to find future-fit investment opportunities to deliver the outcomes they want. Our technology and insight help empower them to make better decisions, while the powerful partnerships we build help to enhance the expertise that we offer. And by enabling clients to invest responsibly, it helps us to build a better world.

About the Department

This is an exciting opportunity for a Head of Content Strategy to build and manage a new team that will be pivotal in the growth of our business. This position will sit in our Brand, Marketing Management, Corporate Affairs & Investor Relations (BMCA&IR) Team. This is a Permanent role based in London, reporting to the Chief Corporate Communications & Sustainability Officer.

As part of the Corporate Affairs team, the Head of Content Strategy will be responsible for working across the Group to source, commission and create engaging and informative content that supports the company's strategy and business objectives, elevates our brand, and effectively communicates our unique value proposition to our target audiences.

About the Role

The Head of Content Strategy will lead the development and execution of our content strategies across our various channels. This role is primarily focused on telling the story of the abrdn group as a whole, building an approach to content that will enhance our online presence in key areas and improve our corporate reputation among a broad stakeholder group. In order to do this, you will develop and implement a comprehensive content strategy that aligns with abrdn's business objectives, brand guidelines, and target audiences, as well as managing your team to help you realise your vision.

In this role you will develop a sector-leading approach to corporate social media that aligns closely with the overall approach to content, and enhances the reputation of the group and its senior leadership. You will also manage the editorial process, as well as content creators, editors, and designers, providing guidance, feedback, and support to ensure the production of high quality content that resonates with our target audiences.

Further responsibilities include, but are not limited to: -

  • Collaborate with key people across the company to identify content needs, gaps, and opportunities to enhance the brand's visibility and thought leadership in the investment management and platform industry.

  • Manage content creation and curation across multiple channels, including website and social media, using a creative and expansive approach to formats (e.g. blog, video, podcast, graphic/data led content, email and print), ensuring consistency in messaging and tone of voice.

  • Work closely with the media, campaigns and digital marketing teams to develop and execute integrated campaigns that drive engagement, reputation and brand awareness.

  • Oversee relationships with the external agencies who support abrdn in its digital communications, ensuring it’s fully aligned to the work of the content team

  • Analyse content performance metrics and make data-driven recommendations for optimizing content strategy and improving the effectiveness of content initiatives.

  • Stay up-to-date with industry trends, best practices, and emerging technologies in content strategy, and apply these insights to continually refine and improve abrdn's content efforts.

About the Candidate Requirements

  • Extensive experience in content creation/strategy/marketing, or a similar role, preferably within, or relating to, the financial services industry.

  • Excellent leadership and team management abilities, with experience in mentoring and developing content teams.

  • Degree in Marketing, Communications, Journalism, or a related field or equivilent experience.

  • Proven track record of developing and implementing successful content strategies that drive engagement, brand awareness, and business growth.

  • Exceptional communication and storytelling skills, with the ability to create compelling content that resonates with diverse audiences.

  • Strong project management skills, with the ability to prioritize and manage multiple projects simultaneously, meet deadlines, and adapt to changing priorities.

  • Proficiency in content management systems, SEO best practices, and analytics tools to measure and optimize content performance.

We are a proud Disability Confident Committed – Level One employer. If you have a disability and would like to submit your application under the Disability Confident Scheme, please notify us by completing the relevant section in our candidate questionnaire and one of the team will reach out to support you through the application process.

Our benefits

There's more to working life than coming home with a good salary. We have an environment where you can learn, get involved and be supported.

When you join us, your reward will be one of the best around. This includes 40 days’ annual leave, a 16% employer pension contribution, a discretionary performance based bonus (where applicable), private healthcare and a range of flexible benefits – including gym discounts, season ticket loans and access to an employee discount portal. You can read more about our benefits here.

Our business

Enabling our clients to be better investors drives everything we do. Our business is structured around three distinct areas – our vectors of growth – focused on our clients’ changing needs. You can find out more about what we do here.

An inclusive way of working

Whatever way you like to work, if you have the talent and commitment to join our team, we’d like to hear from you.

At abrdn we’ve adopted a ‘blended working’ approach. This approach combines the benefits of face-to-face collaboration, coaching and connecting in our offices with the flexibility of working from home. It enables colleagues to find a balance that works for their roles, their teams, our clients and our business.

An inclusive culture, where diverse perspectives drive our actions, is at the core of who we are and what we do. If you need assistance with your application, or a reasonable adjustment to your interview arrangements – for example, because you are neurodivergent, or have a physical, sensory, cognitive, mental, visible or invisible disability – please let us know and we’ll be happy to help.

We’re committed to providing an inclusive workplace where all forms of difference are valued and which is free from any form of unfair or unlawful treatment.  We define diversity in its broadest sense – this includes but is not limited to our diversity of educational and professional backgrounds, experience, cognitive and neurodiversity, age, gender, gender identity, sexual orientation, disability, religion or belief and ethnicity and geographical provenance.  We support a culture that values meritocracy, fairness and transparency and welcomes enquiries from everyone.

If you need assistance or an adjustment due to a disability please let us know as part of your application and we will assist.

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