Head of Content

Moneyfarm

London, England, United Kingdom

Full time

Content Management

Jan 5

Description

Who we are:

We’re a pan-European digital wealth manager with 90,000 active investors (growing fast!) and over £2.5 billion on our platform. With 200+ people across 3 offices in Italy and the UK, we’re supported and funded by Poste Italiane, Cabot Square Capital, Allianz and M&G.

Moneyfarm product offer recently widened with the acquisition of Profile Financial Solutions Ltd (Profile Pensions), the UK digital pension adviser and pensions consolidator with 24,000 customers and over £870m of AUM.

Thanks to the merger with Profile Pension, Moneyfarm will grow into a larger and broader player, with a significant depth of proposition in digital wealth management across the UK and Italy with a stunning £3.3bn in AUM and over 115,000 customers.

We started in 2011 in Milan with a simple vision - to help more people improve their financial well-being by making personal investing straightforward and accessible through technology. Fast forward a few years, and we’re known as one of the most innovative fintechs headquartered in the heart of London.

Mission

To provide investment solutions and advice to protect and grow client wealth through time.

Our Core Values:

We’ve built our business on three Principles:

  • Relationships are our first asset: We’re one team, built on trust, honesty and transparency. We value our relationships above all else.
  • Trust drives success: We give each other the space to grow. We empower our employees to succeed, so they can make a real impact.
  • Our customers dream big, just like us: We see the bigger picture and we make sure our customers see it, too. We’re always focused on the best outcomes for our clients and for each other, no matter what the goal, or how big the dream.

What this means in practice:

At Moneyfarm, diversity is the foundation of our competitive advantage. We value our employees for who they are – their backgrounds, experiences, talents, knowledge and individual differences. This is what makes us better at what we do. To accommodate our different needs and commitments, we offer flexible working to all. Our individual impact and output is what counts most.

About the role

The Head of Content is responsible for all Moneyfarm content from strategy to execution across all customer touch points, for both the UK and Italy. The content created will broadly fall into two categories: Product & commercial messaging as well as Financial editorial content. The successful candidate will combine a deep knowledge of the Wealth Management industry in Italy and/or in the UK with commercial, marketing and editorial expertises. The two key objectives are to improve the commercial success of Moneyfarm’s current and future proposition in the market and drive customer engagement & credibility in the market with our editorial content. The role reports into the Chief Marketing Officer and will manage a team of six content editors and copywriters across two languages - English and Italian.

Key Responsibilities:

  • Own all Moneyfarm content from strategy to execution, which can be broken down in 2 broad categories:
  • Product & commercial messaging

- Responsible positioning of our value proposition to target audience, combining product features with commercial / marketing messaging & positioning techniques

- Work closely with investment advisory, marketing and design teams to create the commercial positioning for the go-to-market strategy, campaign themes and content that resonate with target audiences

- Collaborate with Product, Investor advisors and subject matter experts to validate messaging in order to build value propositions that state how the offering resolves customers needs, including differentiators and use cases

- Support Design & Product teams with UI/UX copy to drive effective product experience and consistency across all customer touchpoints

- Ad hoc cross-functional collaboration on relevant projects/initiatives when product & commercial messaging is required

  • Financial editorial content:

- Define, evolve and execute the Moneyfarm content strategy to create a valuable relationship with our customer base, reinforce brand trust, differentiate our brand from competitors and help business growth. This will include:

  • design and update the content plan working in collaboration with other teams (Marketing Acquisition, Customer Marketing, Product, Asset Allocation, Advisors, Design) to identify business opportunities and priorities
  • ideate and execute timely, transparent, unique and updated pieces of content to interpret the financial market, provide clients with clear nudges and context to make financial decisions and support product launches, such as blog posts, articles, whitepapers, market commentaries, video educational, product brochures

- Support PR with creative story angles to increase brand relevance and organic coverage, also leveraging underserved niches (e.g., teen investing), in particular for UK market.

  • Act as the content “hub” for all other marketing teams (e.g. social media, SEO, ASO, CRM marketing, PR)

- Act as strategic partner in contributing to their content strategy & plan

- Understand the native requirements of each channel to win on small screens, also by adopting visual memes, infographics, catchy podcast scripts, or memorable Quora/Reddit answers

- Ensure content created is leveraged across multiple channels and therefore adapted / adjust according to each channels requirements

  • Work closely with Compliance to ensure a smooth and compliant process for all content creation
  • Ensure consistent Branding, tone of voice and style across all content
  • Monitor constantly performance and effectiveness of all content via clear set of metrics and kpis
  • Provide a clear, structured project management approach (but also be capable of improvisation to leverage an unplanned breaking news, e.g. start of the Ukraine war) to the team & all initiatives/campaigns i.e. manage a variety of stakeholders and set clear timing and deliverables, clarify and set RACI/processes, highlight dependencies, set contingency plan, control outputs, monitor results and conduct post-mortem when required
  • Drive innovation in Content activities, suggesting, testing and monitoring new content topics, formats or technologies to increase Moneyfarm awareness, consideration and relevance
  • Map and analyse competitors, key financial editorial players and the media landscape to identify and develop new content opportunities

Requirements

  • 10+ years of experience in content/marketing in a traditional/digital asset management company or an investment-focused popular publication, with at least 3+ years in a people management / leadership role
  • Fluent in Italian and English
  • Deep understanding of Italian or UK market dynamics
  • Strong written and verbal communication
  • Data driven, measured and results focussed.
  • Ability to think strategically while being hands-on, organised, and detail-oriented
  • Strive in a fast-paced environment with ability to work in under pressure with tight deadlines and manage multiple projects / responsibilities
  • Ability to write catchy, persuasive copy and to coach others to do so; especially on small screens
  • Ability to package a story into different formats i.e. newsletter, blog article, podcasts, Push Notification, Video, infographics, etc.
  • Strong team player able to effectively collaborate with other disciplines (design, marketing, commercial and product teams) and with external agencies/freelancers
  • Confidence to challenge how things are done to ensure continuous innovation and optimisation of the team’s strategy
  • A track record for innovatively translating strategic thinking into action plans and output, with a reputation for inspiring creative thinking and fostering problem-solving
  • Comfortable dealing with uncertainty by creating structure and prioritising effectively
  • Results orientation that is balanced between both long-term objectives and short-run performance
  • Ability to guide and train team members, setting strategy and monitoring progress towards goals
  • Self-starter with sense of urgency; passionate and driven team player
  • Curious about the latest Generative AI developments (GPT) and how to leverage them to write punchy and crisp content faster


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