The Growth-Engine Marketing Podcast

In this episode, we are joined by Ollie Lago from Allianz Global Investors to explore how Allianz Investment Trusts have evolved their marketing to reach retail investors at scale. Covering Merchants Trust, Allianz Technology Trust and Brunner Investment Trust, Ollie explains how the team moved from product focused messaging to a clearer articulation of investor needs, supported by research, Consumer Duty testing and journey mapping.We discuss the realities of marketing three separate listed companies under one master brand, the use of Sky AdSmart TV and stock story videos, and how evergreen content and always on activity support long term brand building as well as short term flows. Ollie also shares what the team has learned about younger investors, the increasing importance of digital channels, and where social media fits into their next phase of growth. A lot of content and lots to learn - enjoy!

In this episode, we’re joined by Rebecca Hoberg, Head of Client Marketing at Ninety One – a marketing leader driving strategic focus and commercial impact in institutional asset management. Rebecca shares how Ninety One sharpened its positioning around Emerging Markets and made its content work harder through smart repurposing and precision targeting.Some background of Ninety One as you listen: Ninety One is an active, global investment manager managing over £152 billion. Their goal is to provide long-term investment returns for clients while making a positive difference to people and the planet. Established in South Africa in 1991 as Investec Asset Management, the firm began as a small start-up offering domestic investments in an emerging market. In 2020, as a global firm proud of their emerging-market roots, the company demerged to become Ninety One. Their heritage and approach bring a different perspective to active and sustainable investing across equities, fixed income, multi-asset and alternatives to clients around the world - with their distinctive emerging-market investing expertise remaining a core strength alongside their broader global capabilities.Listen as we dive into how hyper-targeted LinkedIn and paid media can reach the right decision-makers, why quality engagement beats volume every time, and how aligning sales, marketing and investment teams translates to measurable growth.

In this episode, we’re joined by Ross Duncton — the marketing leader behind the bold reinvention of F&C, the world’s oldest investment trust. Ross breaks down how the 150-year-old brand sharpened its audience strategy, built distinctive brand assets, and leaned into TV and TikTok to engage both today’s and tomorrow’s investors.We chat about how to balance heritage with innovation, the role of social media in driving financial education and trust, and what it takes to secure board buy-in for brave marketing moves that fuel long-term growth.

We’re joined by Jeremy Laight, former CMO at Enness Global. A marketing leader with over 20 years in lead roles at Bupa, Crown Worldwide, NatWest, LendInvest and Travelex, he has driven marketing transformations, brand positioning, and customer experience (CX) strategies.Listen now as we explore how CX, NPS and advocacy drive sustainable growth, why marketing should be at the heart of customer experience, and how to balance brand-building with commercial impact.

In this episode, we’re joined by Shakeela Williamson, an award-winning marketing leader with over 20 years of experience across financial services and fintech.Most recently CMO of Marketing for Citi’s UK Consumer Bank and EMEA International Personal Bank, Shakeela has led strategies driving growth in high-net-worth wealth management and banking.Tune in as she shares how to position marketing as a driver of revenue, how to gain influence in the C-suite, and the key to leading transformation through marketing strategy.

We’re joined by Anabela Figueiredo, CMO at Moneycorp, where she is shaping the global marketing function. Having built a career at the intersection of data, strategy, and technology, Anabela brings a unique perspective to marketing. Listen now as she shares insights on how marketing can act as a core business growth function, the role of data in shaping strategy, and how to build a truly customer-centric organisation.

We’re joined by Conrad Ford, Chief Product & Strategy Officer at Allica Bank, the UK’s fastest-growing fintech firms. Since joining Allica in 2020, Conrad has been pivotal in steering the bank’s strategic direction and it was named the UK’s fastest-growing business of 2024, for the second year running by Deloitte in its Technology Fast 50 Awards. Listen now as he shares his insights into marketing, digital transformation and growth in the fintech space.

We're joined by Neville Vyas, Head of Marketing EMEA & APAC at Impax Asset Management where he has been instrumental in navigating the company through significant growth phases, particularly in sustainable investing. With over three decades of expertise in asset management, professional services, and FinTech, Neville has shaped strategic marketing strategies across diverse markets, emphasising the alignment of marketing with broader business objectives. Listen now as Neville shares his insights.

We’re joined by Lauren Berkemeyer, Chief Marketing Officer at YuLife, a tech-driven insurance company that innovatively integrates gamification and behavioural science to promote healthy living and transform financial products for good. At YuLife, Lauren has built a high-performance marketing team from the ground up, fuelling growth through data-driven strategies and creative storytelling. Listen now as she shares her insights into building a marketing engine that drives substantial commercial impact.

We’re joined by Arlette Lee, Director of Marketing at Aravis Capital. With over fifteen years in the financial services industry, Arlette has spearheaded initiatives at Aravis Capital that have significantly enhanced brand visibility and client engagement - winning them a finalist place for Best Website and Best Video in the Investment Week Marketing & Innovation Awards 2024. Listen now to find out more.

We’re joined by Alex Leay, Group Head of Wholesale Marketing and Head of UK Marketing at HSBC Asset Management, where she has played a pivotal role in steering the marketing strategies across a global landscape. Listen now as we discuss how Alex has transformed marketing perceptions within HSBC, her strategies for aligning global marketing campaigns with local market needs, and her insights into future marketing trends within the financial services sector.

In this episode of The Growth Engine, David is joined by Rick Cannon, the Marketing Director for EMEA Campaigns at AllianceBernstein. Known for his expertise in digital-first campaigns and strategic capability development, Rick has a proven track record of driving brand growth and innovation in highly competitive markets.

We’re joined by Deon Pillay, Head of Marketing Technology, Enablement, and Governance at Legal & General Investment Management. Deon brings over a decade of experience at LGIM, where he has played a pivotal role in transforming marketing strategies through innovative technology and robust governance frameworks. Join us as Deon shares insights into how marketing technology can enable sales, the importance of compliance in marketing, and the future of marketing in the financial services industry.

We’re joined by Mark Evans, the former MD, Marketing & Digital of Direct Line Group, who led its transformation by redefining the brand through iconic campaigns, elevating the company’s market position and achieving multiple IPA Effectiveness Gold Awards. Mark now continues to shape the marketing landscape through his involvement with The Marketing Society, his advisory roles across sectors, and his participation in Accenture's Luminary Programme. Listen now as we discuss the evolving roles of CMO’s.

We’re joined by Brian Stewart, Global Head of Customer Insight, Web Experience & Analytics at AXA Investment Managers. With over twenty years of experience, Brian specialises in the effective use of market research tools, technologies and data insight to improve the client experience within asset management firms. Listen now to understand the approach he has championed at AXA investment managers and the transformation journey they have been on over the last seven years.

We’re joined by Claire Oldstein, Group Customer and Marketing Director at Wesleyan, and Eve Clowes, Head of Customer Acquisition & Management. Claire's strategic prowess and Eve's innovative marketing methodologies have been instrumental in steering Wesleyan through a digital and strategic metamorphosis, positioning it as a beacon of customer-centricity and brand excellence in the financial services sector. Join us as we dive into their transformative journey at Wesleyan.

We’re joined by Nick Morgan, Head of Brand Strategy, EMEA and Americas at Invesco. With over 15 years of experience at iconic UK brands, he is recognised for his exceptional leadership in brand and marketing. Nick shares his approach to brand management, the importance of building strong relationships and driving change, and how he applies his experience to navigate the complexities of the asset management world, driving brand consistency globally.

We’re joined by Sasha Dabliz, Head of Marketing at Waverton Investment Management. Experienced in driving marketing transformation, she takes a refreshing ‘roll-up-your-sleeves’ approach to getting things done. Listen as she discusses strategies to transform marketing within a business and how to empower teams to become confident marketers.

It’s no secret that marketing departments in Financial Services are often referred to as the ‘colouring-in' department - making things ‘engaging and visually appealing’, rather than being a strategic, data-driven function that significantly influences growth. Join us as we delve into this common misconception, exploring its origins, discussing why it persists, and engaging with senior marketeers from Ninety One, Brooks Macdonald and Dimensional Fund Advisors to hear their insights and thoughts.

Highlights of the last six months of interviews with marketing industry heavyweights. Join us as we discuss how to drive growth within investment organisations through marketing; how to develop a CRM strategy to drive growth within wealth management; who is disrupting the pension industry; the art of ‘Test and Learn’; and the best ways to balance creativity with strategic planning to drive growth & innovation.

We’re joined by Amie Stankiste, Chief Marketing Officer at LSEG and driving force behind the global brand campaign and digital transformation. An expert in multi-channel and B2B marketing strategies, she has previously propelled growth at ION, S&P and Thomson Reuters, leading award-winning teams, implementing industry-leading technology, and championing customer-focused marketing. Listen now to her insights on building high-performing teams, executing global marketing campaigns, and driving innovation within the industry.

We’re joined by Rachael Smith, Head of Marketing, EMEA & Vice President at Dimensional Fund Advisors. Financial Services Forum Marketer of the Year 2023, Rachael's career spans several high-profile organisations where she has demonstrated her exceptional skill in driving growth and innovation in marketing. Join us as we discuss her career journey, strategies for integrating marketing and sales, and insights on adapting to the dynamic world of digital marketing.

We’re joined by Duarte Garrido, VP Growth Marketing at Volt, the fintech start-up building the world's first global real-time payment network. On a mission to harness the power of brand, community, and product to scale the business, Duarte discusses the challenges of marketing in the fintech sector, especially in a company disrupting traditional payment methods, and shares his journey, insights, and the innovative strategies propelling the future of real-time payments.

We’re joined by Ben Rhodes, Brand Director at Phoenix Group. In three years, Ben has built a team from scratch, redefined the company's corporate presence, developed an award-winning sonic identity and established the organisation as a standard-bearer of purpose-driven marketing, tackling essential societal challenges head-on. Join us as we explore his transformative journey and gain insights into how Ben is forging new paths in the financial services marketing landscape.

We’re joined by Nicola Constantinou, UK Channel Marketing Manager at Vanguard and the brains behind Vanguard Active's innovative Tough Mudder campaign. We discuss how this groundbreaking campaign has reshaped the way financial services engage with professional audiences and how her foresight and creativity in blending the rigorous world of financial investments with the physical challenge of Tough Mudder have set new benchmarks in experiential marketing within the industry.

We’re joined by Laura Brown, Global Marketing Director at M&G Investments. With a unique ability to blend business acumen with creative marketing, Laura has successfully led teams across investment marketing and strategic planning for over a decade. We discuss how her strategic approach is infused with an entrepreneurial spirit, honed during her confectionery trailblazer days, and how this has helped her steer M&G’s marketing to drive growth and innovation.

We’re joined by Filippo Stefanelli, CMO at Moneyfarm. With a 15-year journey in financial services marketing, Filippo has spearheaded innovative B2C initiatives as well as multimillion-dollar campaigns - amplifying AUM by over $1BN.An expert in the art of brand storytelling and product UX, we discuss how his background has influenced product development and customer conversion at Moneyfarm, which strategies have accelerated growth and the future of financial services marketing.

We’re joined by Malcolm Fried, Chief Marketing Officer at Ninety One. Previously CMO at Investec, Malcolm oversaw the transition of Ninety One as it demerged from Investec in 2020.Today, Malcolm is responsible for leading Ninety One’s global marketing efforts across investment marketing, brand, marketing operations, digital strategy and corporate communications.Listen now to hear Malcolm’s take on ‘colouring in’, strong branding and how investment marketing compares to other sectors.

In this episode we’re joined by Nick Laws, Head of Marketing, Content & Creative Services at NEST, National Employment Savings Trust. With over seven years at the helm, Nick has been instrumental in the extraordinary growth of the NEST brand: membership to the pension scheme has grown by 344% and AUM by over 1600%.But its success isn’t just down to its scale, for the last five years running it’s received a 5 star rating from Defaqto for workplace pensions. Listen now to find out how they have been leveraging the role of inertia, perfecting the art of ‘Test and Learn’ methodology and focussing on the brand’s accessibility and trust-building efforts.

In this episode, David is joined by Jasper Martens, Chief Marketing Officer of PensionBee.Jasper is a passionate advocate for change in the world of pensions. He is steering the course of PensionBee with a firm determination to rekindle the significance of pensions in people’s lives. Jasper recognises that while pensions may have been seen as complex and perhaps mundane in the past, they hold the key to securing a bright and fulfilling future.Tune in to discover the incredible journey of PensionBee, as they've evolved from a plucky startup to becoming an industry-leading pension provider, redefining the way people perceive and engage with their retirement plans.

In our 4th episode, we're joined by Leanne Barnham, Global Head of Marketing at Brooks Macdonald, who has more than 15 years experience in investment management and a deep knowledge of marketing in this sector. A recent press release stated that Leanne is responsible for driving the marketing strategy and execution, supporting Brooks Macdonald’s medium-term ambition to become a top five wealth manager within the UK and Crown Dependencies.Leanne has hit the ground running and talks us through both the opportunity for Brooks Macdonald and the marketing strategy that she has put in place on this exciting growth stage of the business.

In the third episode of The Growth Engine, our host, David Hunstone, CEO of Hub, is joined by BNY Mellon Marketing Consultant, Charlotte Lamb. With an illustrious career spanning over two decades, Charlotte has honed her expertise in orchestrating teams and spearheading campaigns within the investment management realm.Charlotte delves into the intricate world of demand generation marketing strategies, shedding light on how this approach has significantly elevated BNY Mellon's overall marketing performance. She discusses their process of enhancing audience engagement through laser-focused targeting strategies tailored to diverse audiences, considering nuanced cultural differences across regions.

A native New Zealander, Andrew Kelly finished his education at the University of Otago. He headed to London and hit the ground running at Aberdeen Asset Management moving from Head of European Marketing to Head of Marketing- Americas, before taking the mantle of Global Head of Marketing. As Aberdeen Asset Management merged with Standard Life Aberdeen. Andrew continued in the role of Global Head of Marketing after a short stint as Head of CEO’s office. He has since joined Coller Capital as Head of Marketing.Andy Johnston graduated from the University of Aberdeen with a postgraduate diploma in legal practice, Andy launched his career into the financial world at Standard Life UK, spending 8 years moving through the senior ranks before joining Aberdeen Standard Investments as Head of client and marketing strategy. He served as Chief, then Global Head of Marketing, and finally onto Global head of strategic clients. A total of 13 years of stewardship at Aberdeen standard investments. Andy splits his time as a board advisor at Aveni, an independent advisor to CEOs, and a non-executive chair at River and Mercantile.

Simon Longfellow is a seasoned professional with more than 25 years of invaluable experience in the financial services industry. Throughout his career, he has held key positions at prominent global companies such as Halifax and Janus Henderson. Currently, Simon serves as an Independent Director of Electric and General Investment Fund, as well as a Non-Executive Director of Columbia Threadneedle Global Managed Portfolio Trust.Drawing from his extensive background, Simon shares his wealth of knowledge and insights gained from working within marketing departments of major financial institutions. He outlines strategies for seamlessly integrating marketing initiatives into the overarching framework at the boardroom level, while also emphasising the importance of delivering tangible results.By leveraging his deep expertise and experience, Simon offers valuable guidance on optimising marketing within the asset management sector. His unique perspective illuminates the intersection of marketing and high-level decision-making, providing a comprehensive approach to achieving measurable success.