Digital Media Lead

Job Description

At Aberdeen, our ambition is to be the UK’s leading Wealth & Investments group.

Strengthening talent and culture is one of our strategic priorities. We strive to make Aberdeen a great place to work so that we can attract and retain the industry’s best talent.

Our people put our stakeholders at the heart of everything they do by helping us to make a positive difference to the lives of our clients, customers, colleagues, shareholders, and society.

We are focused on growing our direct and advised wealth platforms and repositioning our specialist asset management business to meet client demand. We are committed to providing excellent client service, supported by leading technology and talent.

Aberdeen comprises three businesses, interactive investor (ii), Investments, and Adviser, each of which focuses on meeting and adapting to our clients’ evolving needs:

• interactive investor, the UK’s second largest direct-to-consumer investment platform, enables individuals in the UK to plan, save, and invest in the way that works for them.
• Our Adviser business provides financial planning solutions and technology for UK financial advisers, enabling them to create value for their customers.
• Our Investments business is a specialist asset manager that focuses on areas where we have both strength and scale to capitalise on the key themes shaping the market, through either public markets or alternative asset classes.

About the Department

The Investments Campaigns, Sponsorship and Events team is responsible for building momentum and cohesion for the Aberdeen Investments brand across our marketing channels. The team leads the development and activation of integrated campaigns, sponsorships and events that support our overall brand positioning and business growth objectives. A core focus of the team is delivering efficient, audience-led digital media activity that reaches priority audiences at scale and drives meaningful engagement through strong creative assets and effective use of media channels.

About the Role

This fixed-term, project-based role is responsible for the end-to-end development, launch, and initial scaling of a new Aberdeen Investments LinkedIn Affiliate Page.

Working closely with regional digital media SMEs and internal stakeholders, the role holder will define and deliver a co-ordinated LinkedIn strategy that supports brand visibility, audience growth, and long-term engagement. The focus of the role is not only the technical setup of the page, but critically the strategic framework required to build a high-quality follower base, establish clear content purpose, and ensure the page is sustainable beyond the contract period.

Key Responsibilities:

• Lead the technical setup of the LinkedIn Affiliate Page, including page configuration, functionality, governance, and best-practice alignment with LinkedIn platform requirements. Establish clear operating principles for page management, posting cadence, and ownership to support long-term sustainability. Work with internal teams to ensure compliance, brand alignment, and approval processes are embedded from launch.

LinkedIn strategy & follower growth

• Develop a clear, data-led LinkedIn strategy that defines the purpose of the Affiliate Page, target audiences, success metrics, and content pillars. Design and deliver paid and organic follower growth campaigns to build a strong and relevant follower base. Partner with regional digital media teams to align targeting, investment approach, and activation across key growth markets.

Content planning & delivery

• Create a cohesive and insight-led content calendar, ensuring the page publishes meaningful content at the right frequency. Ensure content is aligned to Aberdeen Investments’ brand, key capabilities, and priority products. Coordinate with internal content owners, campaign teams, and agencies to source, schedule, and optimise content. Maintain oversight of content performance and refine the approach based on engagement and audience insights.

Advocacy & internal engagement

• Define and manage an employee advocacy strategy, working with key spokespeople to grow their profiles and amplify content reach. Support the internal rollout of the Affiliate Page, encouraging colleague engagement and adoption. Provide guidance and best practice to internal teams on how to support the page through personal LinkedIn activity.

Reporting & optimisation

• Establish a clear reporting framework to measure follower growth, engagement, reach, and content effectiveness. Provide regular performance updates and insight-led recommendations to stakeholders. Ensure learning is documented so the strategy can be managed and evolved long-term after the contract ends.

Wider support of social media strategy and activation

• The role holder will support wider activation strategies for certain campaigns and sponsorship activities.

About the Candidate:

• Strong hands-on experience managing LinkedIn Company Pages and/or Affiliate Pages. Deep understanding of LinkedIn organic and paid formats, including follower ads, content promotion, and audience targeting. Experience launching or significantly scaling social channels, ideally within a regulated or B2B environment.
• Proven experience planning and activating paid social campaigns, particularly on LinkedIn. Strong understanding of audience strategy, targeting approaches, and budget optimisation. Ability to interpret performance data and translate insight into optimisation actions.
• Experience developing content and editorial calendars aligned to brand and business objectives. Strong understanding of what drives engagement on LinkedIn, including content formats, frequency, and tone. Ability to balance brand storytelling with product and capability-led messaging.
• Strong stakeholder management skills, with experience working across global or regional teams. Excellent project management capability, able to manage multiple workstreams and deliver to tight timelines. Confident working with agencies, digital media partners, and internal SMEs.
• Experience defining KPIs and reporting frameworks for social media performance. Strong analytical skills, with the ability to turn data into clear, actionable insight for stakeholders.

We are proud to be a Disability Confident Committed employer. If you have a disability and would like to apply to one of our UK roles under the Disability Confident Scheme, please notify us by completing the relevant section in our candidate questionnaire. One of our team will reach out to support you through your application process.

Our benefits

There's more to working life than coming home with a good salary. We have an environment where you can learn, get involved and be supported.

When you join us, your reward will be one of the best around. This includes 40 days’ annual leave, a 16% employer pension contribution, a discretionary performance-based bonus (where applicable), private healthcare and a range of flexible benefits – including gym discounts, season ticket loans and access to an employee discount portal. You can read more about our benefits here.

Our business

Enabling our clients to be better investors drives everything we do. Our business is structured around three distinct areas – our vectors of growth – focused on our clients’ changing needs. You can find out more about what we do here.

An inclusive way of working

Whatever way you like to work, if you have the talent and commitment to join our team, we’d like to hear from you.

At Aberdeen we’ve adopted a ‘blended working’ approach. This approach combines the benefits of face-to-face collaboration, coaching and connecting in our offices with the flexibility of working from home. It enables colleagues to find a balance that works for their roles, their teams, our clients and our business.

An inclusive culture, where diverse perspectives drive our actions, is at the core of who we are and what we do. If you need assistance with your application, or a reasonable adjustment to your interview arrangements – for example, because you are neurodivergent, or have a physical, sensory, cognitive, mental, visible or invisible disability – please let us know and we’ll be happy to help.

We’re committed to providing an inclusive workplace where all forms of difference are valued and which is free from any form of unfair or unlawful treatment.  We define diversity in its broadest sense – this includes but is not limited to our diversity of educational and professional backgrounds, experience, cognitive and neurodiversity, age, gender, gender identity, sexual orientation, disability, religion or belief and ethnicity and geographical provenance.  We support a culture that values meritocracy, fairness and transparency and welcomes enquiries from everyone.

If you need assistance or an adjustment due to a disability please let us know as part of your application and we will assist.