Head of Integrated Campaign Strategy, Asset Management

About Northern Trust:

Northern Trust, a Fortune 500 company, is a globally recognized, award-winning financial institution that has been in continuous operation since 1889.  

Northern Trust is proud to provide innovative financial services and guidance to the world’s most successful individuals, families, and institutions by remaining true to our enduring principles of service, expertise, and integrity. With more than 130 years of financial experience and over 22,000 partners, we serve the world’s most sophisticated clients using leading technology and exceptional service.

Role: Head of Integrated Campaign Strategy, Asset Management Product Marketing

It is an exciting time to join Northern Trust Asset Management, as we are investing to drive innovation and growth – with marketing playing a critical role. The Head of Integrated Campaign Strategy will lead the development and execution of our global omni-channel marketing campaigns to drive business objectives, ensuring a cohesive message across all platforms, while collaborating with cross-functional teams and leveraging data for optimization. This strategic role is crucial for driving Northern Trust Asset Management’s growth and expanding our market presence.

This is a key leader in our marketing team, reporting directly to the Head of Marketing, who will craft and execute a comprehensive demand-focused integrated campaign strategy that aligns with our business objectives, building high-performing campaigns that create a significant MQL to SQL pipeline and align tightly with revenue goals. This leader will manage a team of campaign strategists across social, content and design, who partner closely with our marketing centers of excellence, product, and client marketing team members to lead execution of unified campaign strategies – ensuring cross functional alignment and execution in lockstep. Partnering with performance marketing and the Head of Integrated Campaign Strategy will leverage data and analytics to track and optimize campaign effectiveness. Finally, this leader will manage campaign vendor relationships and the campaign budget to ensure strategic allocation of resources for maximum impact and ROI, reporting quarterly on spend to budget and KPI results.

The key responsibilities of the role include:

• Strategic Campaign Leadership and Pipeline Accountability

  • Lead the development and execution of a revenue-focused, multi-channel campaign strategies designed to drive MQL to SQL pipeline, engaging targeted client-segment personas at each stage of the funnel.

  • Partner with Client and Product Marketing leaders to develop clear strategic campaign briefs that align to and articulate client-segment and product strategy, establish clear KPIs aligned to campaign goals and articulate a focused, competitive messaging strategy that drives results.

  • Lead cross-functional workstreams for dedicated campaigns, ensuring timely transparent communications, strong alignment, and effective project management that keeps all partners working in lockstep to achieve campaign milestones.

  • Partner with product marketing to develop launch campaigns, supporting product and feature rollouts that deliver clear value propositions to the market and enhance cross-functional alignment with business objectives.

  • Partner with client marketing leaders to drive brand awareness and content engagement that furthers segment-specific consideration of Northern Trust Asset Management investment capabilities.

• Cross-Functional Team Collaboration

  • Work closely with different marketing functions, such as product, client, content, digital, events, performance, and public relations, to ensure a cohesive and coordinated approach to campaigns.

  • Work with sales and client marketing teams to refine messaging, equipping sales enablement creators with effective, campaign-aligned messaging and content for prospect engagement.

• Data-Driven Optimization

  • Partner with Performance Marketing to utilize data and analytics to measure campaign effectiveness, gain insights, and optimize for better performance.

  • Establish and monitor key performance indicators (KPIs) to evaluate the success of campaigns against revenue goals.

  • Develop quarterly dashboards for reporting results.

• Innovative Content and Messaging

  • Oversee the development of creative and compelling campaign content that resonates with specific client segments in support of marketing efforts.

  • Ensure consistent messaging across all channels, aligning with the company’s brand voice and marketing objectives.

• Market Trends and Insights

  • Keep abreast of industry trends and competitor strategies, leveraging insights to drive campaign innovation and identifying opportunities for growth.

• Vendor and Budget Management:

  • Manage campaign budgets, ensuring strategic allocation of resources for maximum impact and ROI.

  • Manage campaign vendor relationships, partnering with the Head of Marketing to define annual statements of work and ensuring efficient use relative to internal resources.

• Team Leadership and Management:

  • Lead, mentor, and motivate direct reports, providing direct and constructive guidance, support, and feedback. 

• Industry Knowledge and Trends:

  • Stay up-to-date on industry trends, best practices, and emerging technologies in omni-channel marketing. 

Skills/Qualifications:

• 12+ years of asset management marketing experience, with a significant focus on omni-channel campaign management across brand and client channel-specific campaigns required. Illustrating a proven track record of developing and executing successful multi-channel campaigns that drive measurable KPI growth and pipeline progression.

• A creative and innovative mindset, illustrating strategic creativity in developing campaigns and content that resonate with target client segments (global institutional and financial advisors), with a commitment to staying ahead of marketing trends and technologies to drive innovative and impactful campaigns.

• Deep content strategy skills, with an in-depth knowledge of demand-focused content strategies and their application across various customer segments to fuel demand generation and organic growth.

• Exceptional strategic thinking/planning and leadership skills, with the ability to translate business goals into successful marketing strategies.

• Proficiency working with marketing tech stack tools for campaign execution and utilizing marketing analytics to measure campaign performance and inform decisions. Strong ability to interpret data, extract insights, and drive campaign improvements.

• Strong technical investment knowledge and ability to translate difficult/complex investment concepts into practical, applicable content and messaging. 

• Deep understanding of institutional, wealth and intermediary client segments and their unique buy psychology and sales cycles. 

• Exceptional interpersonal skills and ability to influence senior stakeholders in relation to marketing strategy and best practices. Demonstrated experience collaborating with senior stakeholders across investment, sales, and product teams, aligning stakeholders around common goals and campaign visions.

• Strong communication skills (written and verbal); demonstrated ability to craft nuanced messaging to institutions and financial advisors that illustrates compelling, differentiated benefits informed by custom audience need. 

• Strong commercial mindset, intellectual curiosity and self-motivated, with a high-performing mindset and a drive to win.  

• Critical thinker with superior problem-solving skills, and the ability to lead cross-functional teams and organize people and resources to effectively drive outcomes in respond to the needs of the business. 

• Demonstrated ability to multi-task, effectively managing and navigating multiple projects, stakeholders, and competing objectives. 

• Strong understanding of the US and International regulatory requirements/regulations 

Working Model: Hybrid (#LI-Hybrid)

We have a balanced hybrid working model to ensure you get the flexibility you need, and the successful candidate will spend their time between working in the office and working from home.

Salary Range:

Salary range is a good faith estimate of base pay. Northern Trust provides a comprehensive benefits package including retirement benefits (401k and pension), health and welfare benefits (medical, dental, vision, spending accounts and disability), paid time off, parental and caregiver leave, life & accident insurance, and other voluntary and well-being benefits. Northern Trust also provides a discretionary bonus program that may include an equity component.

Working with Us: 

As a Northern Trust partner, greater achievements await. You will be part of a flexible and collaborative work culture in an organization where financial strength and stability is an asset that emboldens us to explore new ideas.

Movement within the organization is encouraged, senior leaders are accessible, and you can take pride in working for a company committed to assisting the communities we serve! Join a workplace with a greater purpose.

We’d love to learn more about how your interests and experience could be a fit with one of the world’s most admired and sustainable companies! Build your career with us and apply today. #MadeForGreater 

Reasonable accommodation

Northern Trust is committed to working with and providing reasonable accommodations to individuals with disabilities. If you need a reasonable accommodation for any part of the employment process, please email our HR Service Center at MyHRHelp@ntrs.com.

 
We hope you’re excited about the role and the opportunity to work with us. We value an inclusive workplace and understand flexibility means different things to different people.

Apply today and talk to us about your flexible working requirements and together we can achieve greater.