This role sits at the heart of a major marketing transformation that is reshaping how AJ Bell drives paid and profitable growth. You will have the opportunity to own and evolve acquisition at scale, influence how the business thinks about customer value, and make a visible commercial impact within a well-established, purpose-led organisation operating at pace.
AJ Bell is a FTSE 250 investment platform business with a clear purpose: to help people invest with confidence. As our Direct to Consumer proposition continues to scale, we are looking for an experienced Head of Customer Acquisition to define and deliver a best-in-class acquisition strategy focused on sustainable, value-led growth.
This is a senior leadership role with end-to-end ownership of customer acquisition across our D2C brands. You will shape how we maximise demand, convert customers efficiently, and drive profitable growth through strong commercial discipline, data-led decision making and robust governance.
What you’ll be responsible for:
What we’re looking for:
About us:
AJ Bell is one of the fastest-growing investment platform businesses in the UK offering an award-winning range of solutions that caters for everyone, from professional financial advisers to DIY investors with little to no experience. We have over 644,000 customers using our award-winning platform propositions to manage assets totalling more than £103.3 billion. Our customers trust us with their investments, and by continuously striving to make investing easier, we aim to help even more people take control of their financial futures.
Having listed on the Main Market of the London Stock Exchange in December 2018, AJ Bell is now a FTSE 250 company.
Headquartered in Manchester with offices in central London and Bristol, we now have over 1,500 employees and have been named one of the UK's 'Best 100 Companies to Work For’ for six consecutive years and in 2025 named a Great Place to Work®.
At AJ Bell you can expect a friendly working environment with a strong sense of teamwork, we have a great sense of pride in what we do, and this is reflected in our guiding principles.
Our perks and benefits
Hybrid working
At AJ Bell, our people are the heart of our culture. We believe in building strong connections by working together. That's why we offer a hybrid working model, where you’ll spend a minimum of 50% of your working time per month in the office. For new team members, an initial period will be full-time in the office to help you immerse yourself in our business and build valuable relationships with your colleagues.
AJ Bell is committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and all employees are empowered to bring their whole self to work.
We do not discriminate on the basis of race, sex, gender identity, sexual orientation, age, pregnancy, religion, physical and mental disability, marital status and any other characteristics protected by the Equality Act 2010. All decisions to hire are based on qualifications, merit and business need.
If you like the sound of the above, or just want to know more about the company and the role, we'd love to speak to you.
We're now recruiting a Head of Customer Marketing (D2C) to be responsible for the acquisition, engagement and analysis of customers across the AJ Bell retail platform, taking ownership for the deployment of the company’s acquisition strategy, with a lens on delivering excellent customer outcomes and marketing budget. Working directly with the Head of Brand and Marketing Director, the role requires an excellent understanding of brand, marketing and customer behaviours in a digital marketing environment. The position is a strategically senior role, leading the setting of acquisition budgets, communication with customers, deployment of marketing spend and analysis of customer data whilst providing leadership of the retail customer team.What does the job involve?Overall responsibility for creation and deployment of customer acquisition budgetsResponsibility for retail customer communications strategy, with a focus on giving clear and accurate informationLeadership of retail customer team.Deployment of marketing spend to achieve agreed customer acquisition and cross-sell targetsAnalysis of customer behaviour trends, including presentations to executive management and BoardOwnership of media buying agency relationshipOwnership of internal relations with Brand, Product, Strategic Partnerships and Strategic Planning & GovernanceInteraction with Strategic Partnerships on customer pricing and retention strategiesSupporting and enabling the business to deliver good outcomes for retail customers by helping achieve any regulatory requirements, including consumer duty.Key Responsibilities:Execution of customer acquisition strategy, in line with regulatory requirementsWorking with Brand to maximise new funded customer conversionsDelivery of customer communicationsManagement of customer marketing teamReporting and development of customer behaviour modelsParticipation in senior management function for D2C platformCreation and delivery of MI reports for areas of responsibilityAbout you:You'll have the ability to acquire customers effectively in a heavily regulated environmentExcellent knowledge of customer marketing techniques in a digital marketing settingStrong leadership skills and ability to drive results against agreed budget envelopesAbility to negotiate effectively with external partiesEffective management of internal relationships across both D2C and Advised platformsAbility to anticipate trends in customer needsExcellent statistical knowledge and ability to communicate complex data effectively.Strategic planning skillsAbout us:AJ Bell is one of the fastest-growing investment platform businesses in the UK offering an award-winning range of solutions that caters for everyone, from professional financial advisers, to DIY investors with little to no experience. We have over 484,000 customers using our award-winning platform propositions to manage assets totalling more than £76.2 billion. Our customers trust us with their investments, and by continuously striving to make investing easier, we aim to help even more people take control of their financial futures.Having listed on the Main Market of the London Stock Exchange in December 2018, AJ Bell is now a FTSE 250 company.Headquartered in Manchester with offices in central London and Bristol, we now have over 1300 employees and have been named one of the UK's 'Best 100 Companies to Work For’ for six consecutive years.What we offer:Starting salary of £90,000 - £110,000 (DOE)Generous holiday allowance increasing up to 31 days with service, plus bank holidaysHoliday buy/sell schemeHybrid working policyCasual dress codeDiscretionary bonusContributory pension schemeHealthcare Cash PlanBuy as you earn share schemeFree annual share schemePaid study support for qualificationsEnhanced maternity/paternity scheme from day oneBike loanSeason ticket loan portalDiscounted PMI and DentalFree gymPaid volunteering opportunities, free social events and moreAJ Bell is committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and all employees are empowered to bring their whole self to work.We do not discriminate on the basis of race, sex, gender identity, sexual orientation, age, pregnancy, religion, physical and mental disability, marital status and any other characteristics protected by the Equality Act 2010. All decisions to hire are based on qualifications, merit and business need.
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