Customer Marketing Manager

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

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.

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.

Develop and optimise trigger-based and behavioural communications to increase customer engagement and value.

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.

Lead and coordinate multiple projects simultaneously, utilising strong project management skills to ensure campaigns are delivered on time and achieve key performance metrics.

Embed an ‘always-on’ test-and-learn approach, using customer insight and performance data to continuously optimise customer and commercial outcomes.

Analyse and report on campaign and lifecycle performance, identifying opportunities for improvement, innovation, and growth.

Collaborate cross-functionally with teams including Customer Marketing Ops, Brand, Product, Legal, Compliance, Content and Data to deliver best-in-class customer communications.

Lead, inspire, and develop a Marketing Executive, fostering growth and high performance within the team.

Ensure all communications comply with regulatory requirements and internal governance processes.

Competence, Knowledge and Skills

5+ years’ experience in customer or lifecycle marketing, with demonstrated success delivering impactful omnichannel campaigns.

Experience developing customer journeys and trigger-based communications that drive engagement and commercial outcomes.

Strong commercial mindset, with the ability to balance customer needs and business objectives.

Strategic thinker who can see the bigger picture while maintaining strong attention to detail in execution.

Excellent project management and organisational skills, with the ability to manage multiple priorities and stakeholders.

Data-driven mindset with a strong focus on testing, learning, and continuous optimisation.

Strong analytical skills, with the ability to interpret performance data and translate insights into action.

Excellent verbal and written communication skills, with the ability to influence stakeholders across different teams and seniority levels.

Collaborative team player who builds strong cross-functional relationships and works effectively in partnership with others.

Customer-focused, with a passion for delivering relevant, engaging, and insight-led communications.

Support and enable the business to deliver good outcomes for retail customers by helping achieve any regulatory requirements, including consumer duty.

Experience within financial services or other regulated industries is desirable

About AJ Bell

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.

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.

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

Starting salary between £50,000 - £65,000 per annum (dependent on experience)

27 days holiday, increasing with service + buy/sell scheme + bank holidays

8% Pension with matched contributions

Discretionary bonus scheme

Share schemes (including free shares and BAYE)

Health Cash Plan and discounted private healthcare

Enhanced family leave (subject to qualifying criteria)

Travel and bike loan schemes

Employee Assistance Programme

Life at AJ Bell

Regular social events including summer and Christmas parties

Learning and development opportunities tailored to you

Casual dress code

Friendly, supportive team environment

Our ways of working

We offer hybrid working, with a minimum of 50% of your working time per month spent in the office.

For new starters, there’s an initial period of full-time office working to help you settle in and build relationships.

Inclusion & diversity

We’re committed to creating an inclusive environment where everyone feels respected and able to be themselves at work.

We welcome applications from all backgrounds and make hiring decisions based on skills, experience, and potential.