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The Association of Investment Marketers provides you with educational skills and networking at every stage of your career.

Designed specifically for investment marketers, it is about providing learning opportunities and a supportive community to help you with your specific challenges.

AIM provides four face-to-face courses. Each course is aligned to different stages of marketers’ careers.

The Induction comprises two separate one-day courses, one an introduction to investment management and the state of the industry, and the other an introduction to marketing of investments.

The Academy is designed for marketers moving towards a management role. This is a five-day course to develop wider strategic awareness, key industry-specific skills across the marketing mix and a toolkit of soft skills to aid development.

Future Leaders is designed for emerging leaders within their organisations, who aspire to full leadership and possibly C-Suite status in due course. It is a four-day programme to develop commercial acumen, strategic thinking and planning skills as well as building out the soft skills to present, influence and negotiate with senior stakeholders within the marketer’s business.

Leadership is designed to build individual profile, skills and confidence in senior marketers aiming for the C-Suite, providing development across technical skills, soft skills and strategic perspectives in an exclusive group.

In addition to these face-to-face courses, we also have the ongoing learning resource AIM Premium, consisting of a combination of online learning and live events, all trackable for team development purposes. The online resource comprises podcasts, videos and a wealth of useful material to help you keep up to date with the latest trends in marketing in the investment industry. We host a monthly Expert Speaker Series where guest speakers (both from the investment industry and from external but relatable marketing backgrounds) give insights into latest thinking in marketing techniques and specialist areas of interest.

There is also a strong social element to AIM enabling you to meet with like-minded people at similar career stages to share experiences and common challenges.

The Association of Investment Marketers (AIM)

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Georgina (Twink) Field (Chief Executive Officer of White Marble Marketing)

Quentin Crowe(Chief Learning Officer of White Marble Marketing)

I N T R O D U C T I O NI N T R O D U C T I O N

The Association of Investment Marketers is brought to you by White Marble Marketing, a marketing consultancy that specialises in the wealth and asset management industry.

We are a team of senior, ex in-house marketing specialists who work closely with our clients to develop solutions across brand strategy, campaign development, digital marketing and infrastructure, content and communications.

AIM was founded in 2014 as the Fund Marketing Network and renamed in 2019 to reflect our growing offering. It was born out of the consulting work we have been doing with leading industry players who were struggling to upskill their marketing teams or find courses and networking relevant to marketing in investment management.

Our award-winning courses are focused on the finance industry, giving marketers the insights, skills and tools to develop their careers and effectively influence their companies’ business objectives. The Association of Investment Marketer’s goal is to provide the resources to boost knowledge and produce effective marketing within the investment management world. We believe that marketing should be a C- Suite function within the industry.

The Leadership programme is a key part of AIM’s ambition to support investment marketers with structured learning at each stage of their career. The programme came about through speaking to contacts in the industry at ‘head of marketing’ level who wanted to continue to learn and develop, which really resonated with me having been a head of marketing.

I really hope you find the programme valuable and I look forward to meeting you.

The AIM Leadership Programme is designed to help ambitious marketers unleash their true potential.

More than ever, now is the time for marketers to stand up and become key drivers of business strategy formation and delivery. The industry landscape is changing at an unprecedented speed. This flux provides unprecedented opportunity. With ever increasing data sources at our disposal, marketers can truly become the voice of the customer/investor at main board level.

But achieving this goal will not be easy. Marketing is still undervalued in the investment sector. When developing this programme, we interviewed dozens of marketing leaders in the industry. Our research revealed that marketing is still misunderstood and often patronized by other disciplines. Many senior marketers feel isolated. Inevitably even the most ambitious marketers hit ‘glass’ ceilings and lose confidence.

Our goal was to create a programme that built marketing leaders’ credibility, community and confidence. We combined White Marble’s unrivalled investment industry expertise with our development team’s experience designing multi-sector and international marketing leadership courses. The result is a programme that we are truly proud of.

This unique and exclusive Leadership Programme will challenge you to become a respected industry thought- leader. You will explore forces that could substantially change the industry landscape (e.g. Artificial intelligence, financial illiteracy, ageing population). Your emerging expertise will provide the foundations on which to build your profile and credibility. You will be part of a community learning with and from other leading industry marketers. All of which will give you the confidence to unleash your true potential.

We look forward to working with you.

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P A R T I C I P AT I N G C O M P A N I E S

A snapshot of companies who have already invested in their marketing leaders.

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T H E P R O G R A M M E

Summary

The Leadership programme is a six day programme spread over six months designed specifically for the investment industry. It is CIM endorsed and designed to build confidence, skills and profile in senior marketers.

Objective

The ultimate goal - to become a recognised thought-leader.

Suitability

Typically for marketers with at least 8-10 years’ management experience, it will provide technical and soft skills and strategic perspectives for those looking to progress in their leadership role. As well as developing strategic and ‘soft’ skills, the Leadership programme provides an inspiring environment for forward-thinking marketers to build their personal profiles.

Format

The programme consists of three, two-day sessions. Each day is focused on a core topic, offering insights and debate from industry experts and other leading marketers.

C O N T E N T

CONTEMPORARY CHALLENGES

Exploration of the macro trends and issues faced by the industry. Building marketing credibility by being a thought leader on these wider issues, beyond the marketing department.

DATA/DIGITAL MARKETING

Understand the impact of data and digital transformation/ and its influence on every aspect of the marketing function’s contribution.

STRATEGIC LEADERSHIP

Exploration of the strategic drivers for business leaders including how to create a culture of innovation, of idea generation as well as the ability to adapt to change.

COMMERCIALISM

Learn what drives the profitability and success of investment management companies and appreciate the evolving environment in which they operate.

STRATEGIC MARKETING PLANNING

How to devise compelling strategic marketing plans, to elevate the marketing function as well as develop your own profile.

IMPACT & INFLUENCE

Develop the tools, strategies and confidence for influencing and creating an impact at board level.

The six elements provide structure and focus, but strategy is nothing without implementation. The Leadership Programme creates a high-performance community dedicated to one thing: output. You will be challenged to take yourself out of your comfort zone. For those who fully commit – the rewards are extraordinary.

Assignment

You will be encouraged to research a major trend that could fundamentally change the industry landscape. Your analysis of this trend will provide the foundation for a strategic plan. Former candidates have presented their assignments to senior management and industry events, written blogs, white papers and even created podcasts.

Whilst the assignment isn’t mandatory, to maximise your return on investment in the programme, you are actively encouraged to take on the challenge. Although the assignment is marked, the process is designed so that you won’t fail. You should treat the assignment as the starting point of the next phase of your career, rather than your final destination.

There is also a graduation ceremony at the end of the programme to celebrate your successful completion of the programme.

Ongoing Support

Taking on the assigngment challenge takes courage. You will be exploring new ideas and concepts in a voyage of discovery. It is almost inevitable that you will overwhelmed by the array of new ideas and opportunities presented to you.

You will not be left in isolation. You will receive regular support through 1:1 coaching and feedback to guide you and support you through your journey.

Workbooks

At each session you will receive a topic-specific workbook. These workbooks provide you clarity and structure and a consistent place to keep notes and ideas. The workbooks also contain useful models and additional resources. They provide a convenient aide-memoire during and after the programme.

Accountability Groups

We also encourage you to form ‘Accountability Groups’ with other candidates on the programme. During this process you will regularly ‘check-in’ with your peers to provide mutual support, advice and inspiration.

Alumni Mastermind Group

During your six months on the programme, many candidates find they have formed some very strong bonds with other members of the group. To maintain that dynamic, you will have the opportunity to join an alumni group. Every two months you will meet for a morning to use the group’s combined expertise to help resolve each others’ marketing challenges.

The Aim Leadership Programme provides much more than the 6 core workshop days.

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K E Y B E N E F I T S

Focused

You will learn from and be mentored by leading investment industry marketing experts. You will learn about the key industry challenges as well as exploring the transferability of best practice from other industry sectors.

You will be working exclsuively with senior marketers from the investment industry. You will be sharing experiences and best practice with like-minded marketers who understand and empathise. Very quickly this mutual understanding forms strong bonds and lasting professional friendships.

The programme doesn’t finish at graduation. The alumni group continues to function and provide support as long as you need it. Gathering every two months, you will have the opportunity to tap into the combined experise of your peers on a regular basis.

Exclusive

Limited to maximum of just 12 candidates per intake, you will be part of an exclusive group. This means you will be an integral part of a senior peer group exchanging views on strategy, disruption, regulation and leadership.

Limited numbers also provides the ideal learning dynamic. You will not be lectured at or spoken down to. You will have the time to explore key issues in depth. You will learn key marketing concepts, explore them further in fun, dynamic activities and then reflect on how you can apply this learning to your role.

Practical

Although there is an assignment, this is designed to be used in the real world. Ultimately, you will create the basis of a ‘White Paper’ on your chosen industry challenge that in turn will inform a strategic plan for a C-Suite presentation. You will start to ‘own’ a key strategic issue.

You will be achieving much more than just voicing a subjective opinion. You assigniment will be robust, well-argued and based on substantiated evidence.

Many previous candidates have presented their assignments to senior management teams, immediately enhancing their reputations. They have then progressed to present at industry events, in turn building their personal brands.

Senior marketers are usually so busy, they rarely have time to take that ‘helicopter view’ and really think about bigger strategic issues.

Having time away from the distractions of the office to focus on learning, sharing and developing key leadership skills is invaluable both to your personal development and the value you offer your employer.

The AIM Leadership Programme is truly unique. Unlike an MBA or other postgraduate programmes, the AIM Leadership Programme is exclusively focused on investment management.

D E L I V E R Y T E A M

Charlie Walters Farley Thomas

PR Smith

During the past 14 years’ Charlie has worked as a trainer/coach/facilitator, delivering programmes on 4 continents, from trainee level, right through to senior board-level coaching interventions.

Working for several training companies, his client types have varied from Financial Institutions, Investment Management Organisations, Investment Banks, Sovereign Wealth Funds, Project Managers, Technology and Telecoms organisations, Construction, Infrastructure, the Military, Government bodies, and even a Gaming Company!

In 2015, Charlie joined Schroders to lead the Learning and Development department. After a great three and a half years running the learning team, the lure of the training room proved too strong and Charlie returned to training as an independent training consultant. Charlie trains a broad array of personal effectiveness and communication subjects, with specialisms in leadership, management, recruitment, presentation, negotiation, innovation and team building interventions.

Farley is a c-suite coach accredited at Masters level in exec coaching. He branched out of financial services around 6 years ago to work with business leaders and their teams across a wide range of sectors, from cutting edge fintech to old school print publishing and health insurance.

Farley started in the asset management sector back in 1994 fresh out of university as a Marketing Executive. After 3 years at a boutique active firm he jumped over to HSBC as head of sales for continental Europe, which was then a green-field region for the bank’s asset management arm. Within a few years HSBC became a top tier cross-border funds distributor, which Farley was credited with making happen. He subsequently became global head of marketing, then added global product development to his remit and ultimately ended up on the board running global distribution as well.

Before leaving HSBC in 2014 to set up True Dawn, his coaching and leadership advisory business, Farley successfully lead the firm’s ETF product initiative, although he was frustrated by the lack of commitment to growing the assets at the time because of the perceived threat to the active side of the business.

PR Smith is an international speaker, integrated digital marketer, author (6 books in 8 languages) and founder of SOSTAC® Planning system, voted in the Top 3 business models worldwide by the Chartered Institute of Marketing’s Centenary Poll and now adopted by innovative companies like Linkedin, KPMG, Greenpeace and disruptive start-ups.

He has just launched the SOSTAC® Certified Planners online portal where visitors learn to write the perfect plan in 4 minutes (video). Paul also founded the Great Sportsmanship Programme www.GreatSportsmanship.org an inspirational NFP edutainment programme which inspires a new generation of global citizens from Dubai to Dublin through short stories about sportsmanship.

T H E D E L I V E R Y T E A M I N C L U D E :

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T E S T I M O N I A L S

WHAT THEY SAID

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I gained so much from the Association of Investment Marketers Leadership programme. The content of the programme was highly relevant to my role and my industry. The pace and format of the programme facilitated in-depth discussions on a broad range of topics as well as providing ample opportunity for interactive learning. The network I developed through the programme continues to be a resource for insights and best practices as well as friendships! I have already taken the tools and knowledge I received and applied them directly to my day-to-day work as well as providing a platform for career development. I would highly recommend the programme to investment marketing leaders looking to advance their career, develop their skillset and deepen their network.

Kenna Roberts, T Rowe Price

I attended the Leadership programme in 2019, and found it both stimulating and enjoyable. Through a varied programme, including some excellent guest speakers, I was challenged to think about new perspectives on the opportunities and challenges I face. The programme also provided a great way to strengthen my industry peer group.

Ed Gore Brown, Newton IM

The Leadership programme was challenging, confidence building and commercially oriented. It was packed with high quality, practical, personal and professional development tools and ideas. The programme has given me the confidence and belief to help me take my marketing career to the next level, a more strategic mindset and a practical assessment completed to take back into the business. I particularly enjoyed spending the day learning from world renowned marketing guru and author, PR Smith. I also met a dynamic network and community of like-minded senior marketing peers. The best marketing programme I have attended in the last 20 years!

Andrew Ward, St. James’s Place Wealth Management

It’s been a privilege to be a part of the first Leadership cohort with the Association of Investment Marketers. The programme was transformational for personal growth, strategic thinking and enhancing leadership skills and sharing the experience with such a fantastic group has been invaluable.

Lauren Glossop, Avivia Investors

F A Q S

Attendees

Who else has been on the programme?Companies who have already invested in the programme include: Allianz Global Investors, T Rowe Price , Newton IM, Columbia Threadneedle, Janus Henderson, BNY Mellon, St James’ Place, Gresham House, BNP Paribas, Aviva Investors, Capital Group.

Qualifications

Can I also study for a postgraduate, CIM programme or MBA?The AIM Leadership Programme works in isolation or perfectly compliments more academically focused MBA and Masters’ courses.

Do I need to be CIM qualified?No. There is generally a mix of CIM qualified and non-qualified attendees on the programme.

Do I need to be academic?This programme is designed to be practical. You do not necessarily need to be academically strong to enroll. Indeed, the highest performing candidates have often struggled academically earlier in their lives. To succeed you need to be inquisitive and willing to push yourself out of your natural comfort zone.

Payment

How do I persuade my company to fund me?Ask for the ‘Benefits to Employers Guide’. This document outlines how the programme can help improve the effectiveness of marketing within your organisation as well as your leadership capabilities.

Commitment

How much time should I allocate to the programme?Some candidates choose only to attend the six days training. However, to get the most out of the programme we strongly advise that you complete the assignment. The top performing candidates usually invest approximately 60-80 hours over the six months.

What happens if I need to defer?We understand that marketers at this stage of their careers face many demands on their time. Promotion, maternity, relocation are common challenges. To this end, we allow you considerable flexibility. You can choose to submit your assignment up to two years afters you complete the programme.

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N E X T S T E P S

1 Meet with the Chief Learning Officer During this informal chat you will explore your career history, current position and longer-term goals. This meeting will also give you the opportunity to ask more detailed questions about the programme.

2 Career Strategy Session You can attend one of our open 90-minute career strategy sessions where you develop your own Personal Development Plan. Please note these strategy sessions are also available for in-company application. Please contact the office for more details.

3 Book your place you can book or reserve your place online.

To ensure the Leadership Programme is is right for you at this stage of your career, we recommend that you undertake the following:

E. tom.meadley@whitemarblemarketing.comE. jen@investmentmarketers.comwww.investmentmarketers.comwww.linkedin.com/company/association-of-investment-marketers

C O N TA C T

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investmentmarketers.com

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