Senior Institutional Marketing Content Manager

Business Unit & Team: Content Marketing

Reporting to: Head of Segment & Campaign Content Marketing

Location: London

BNP Paribas Asset Management (BNPP AM) is the asset manager of BNP Paribas, a leading banking group in Europe with international reach. Among the top three asset managers in Europe, the firm manages over €1.6 trillion in assets for institutional, corporate, retail, and wealth clients worldwide. BNPP AM has a global network of local experts in 35 countries, combining global reach with local expertise.

BNPP AM’s expertise spans liquid and alternative investments, with a leadership position in long-term savings management for insurers and pension funds (€850 billion in assets under management).

BNPP AM’s alternatives platform, backed by over 30 years of experience, is the largest in Europe and a global leader, managing approximately €300 billion across real estate, infrastructure, alternative credit and private equity.

BNPP AM offers a broad range of liquid investment solutions, including fixed income, high-conviction active strategies, and a fast-growing ETF offering, totaling over €1 trillion in assets.

Sustainable and thematic investment capabilities are embedded across the business, supporting clients’ long-term objectives.

BNPP AM aims to set a new standard in asset management by harnessing scale, deep expertise, and long-term capital access to deliver sustainable and resilient outcomes for clients and the economy.

All figures are sourced from publicly available data as of September 2025

Job Purpose

• The Senior Institutional Marketing Content Manager is responsible for creating and shaping content that supports the Institutional segment priorities, commercial objectives and brand positioning. This role oversees the creation and governance of impactful, audience centric content across Institutional campaigns and channels.
• Taking a customer-centric approach and working closely with the Segments, Digital and Investment teams, they will deliver content, which will be fully aligned to the content strategy and leveraged across all channels, including in particular the global website.

Responsibilities

• Campaign and segment content for Institutional
• Partner closely with segment marketing leads for Institutional to tailor content strategies to Institutional client segments and client journeys, ensuring messaging is relevant, compelling and aligned with strategic objectives.
• Collaborate closely with institutional sales to understand their needs, equipping them with the right information and tools to strengthen client relationships and position themselves as trusted advisors, with a particular focus on insurance.
• Translate complex investment, product and market topics into clear, client-focused narratives.
• Deliver impactful content for campaigns being developed by the segment teams, that resonates with the target Institutional audiences, driving engagement and commercial objectives.
• Content delivery can include creating and/or editing news pieces, thought leadership, market insights features and educational content or leveraging content for other format needs e.g. videos, podcasts (always a digital-first approach).
• Ensure consistency of messaging across campaigns while enabling appropriate country-specific customisation.
• Ensure content is optimised for digital channels where applicable, ensuring strong audience engagement and performance.

Content Strategy & Governance

• Help define and then implement a content strategy for Institutional aligned with business priorities, commercial objectives, client segment needs and brand positioning.
• Take responsibility for working with local marketing professionals to agree how that content could be re-used in full or in part by local market websites.
• Maintain a clear content governance framework to ensure consistency, quality, compliance and brand alignment across regions and asset classes for Institutional.
• Ensure consistency across the global content architecture spanning product content, campaign content and thought leadership.
• Balance global scalability with local relevance by aligning global priorities with regional and market-specific needs.
• Contribute to the transition toward a more standardised, industrialised, AI- and data-driven content production model to improve efficiency, personalisation and effectiveness.
• Implement best practices, workflows and measurement frameworks to continuously optimise content performance and impact.
• Act as a trusted partner to stakeholders across client, investment, product and marketing teams to ensure alignment and collaboration. The driver of direction will come mainly from segment and campaign leads, but input will be needed from various sources; always ensuring alignment across output from content teams.
• Manage relationships with external agencies, creative partners and vendors where applicable.

Qualifications, knowledge and experience:

Content creation for Institutional segments & campaigns

• Significant experience in content marketing, campaign marketing or strategic communications within financial services, asset management or a complex global organisation.
• Proven track record of developing and executing global content strategies across Institutional client channels with appropriate tone of voice and format.
• Strong editorial judgment and ability to translate complex topics into compelling, client-centric content.
• Strong understanding of audience segmentation, client journeys and delivering content for integrated campaigns.

Enhanced operational know-how

• Experience with digital content optimisation, analytics, SEO and content-performance measurement.
• Knowledge of AI-enabled content production tools and data-driven marketing approaches is highly desirable.
• Exceptional communication, organisational and project-management skills.

Behavioural Competencies

• Strategic and commercially minded with a strong client focus.
• Highly collaborative with the ability to influence and build credibility across senior stakeholder groups.
• Inclusive, demonstrates strong relationship-building skills.
• Resilient and adaptable, with the ability to lead through change and ambiguity.
• Strong execution focus with high standards for quality and impact.
• Demonstrates high emotional intelligence by being aware of one’s own emotions, strengths, weaknesses, and how these may impact personal performance and/or those around us.
• Able to respond to situations using rational decision-making, problem-solving, and conflict resolution skills.
• Reflects on and learns from mistakes and setbacks.
• Articulate with strong communication skills.

Success Measures

• Increased engagement and effectiveness of segment and campaign content.
• Strong alignment and consistency across global and regional content initiatives.
• Improved operational efficiency and scalability of content production.
• Positive stakeholder feedback and strong cross-functional collaboration.
• Demonstrable contribution to commercial, brand and client engagement objectives.

Conduct

• Be a role model, supporting and fostering a culture of good conduct
• Demonstrate proactivity, transparency and accountability for identifying and managing conduct risks
• Consider the implications of your actions on colleagues, partners and clients before making decisions and escalate issues to your manager when unsure

Essential Qualifications & Experience

• Significant experience in content, marketing or communications within asset management or financial services.
• Strong knowledge of insurance, pension funds and consultants.
• University degree in business, marketing or related field. CFA charter holder or equivalent local designation is desirable.
• Experience in delivering content to support campaigns, Institutional marketing initiatives and client engagement strategies.
• Excellent storytelling, writing and editing skills (in English) to produce compelling content for different Institutional client segments across asset classes, markets and financial products.
• Strong understanding of institutional clients’ needs in asset management, covering insurance, pension funds and consultants.
• Team spirit and inclusive approach.
• Pragmatic approach; works with diplomacy and tact.
• Acts with personal and professional integrity.