Vice President, European B2C Campaigns Lead

About this role

Job Purpose/Background:

We are seeking a Vice President to lead End-Investor Marketing Campaigns for iShares, with a particular focus on Germany and education across the region. As part of the EMEA Brand, Campaigns & Media team, you will be responsible for driving brand awareness, consideration, and preference for iShares across Europe. This role involves leading the creation and execution of paid and owned content strategies that resonate with end-investors, ensuring effective, data-driven campaign delivery across digital and traditional platforms.

In this key leadership role, you will lead a small team (with two direct reports) and work closely with a diverse range of internal partners, including research, media, global brand, digital, local market managers (with a primary focus on Germany), sales, corporate communications, and compliance. You will also manage external agencies to deliver innovative, data-driven marketing campaigns that are fully aligned with our brand vision and strategic business objectives.

Key Responsibilities:

• Campaign Leadership: Lead the development and execution of a multi-channel paid media marketing campaign for the iShares brand in Germany, with investment education initiatives across the broader EMEA region.
• Team & Project Management: Manage a small, agile team responsible for executing campaigns, ensuring effective collaboration across functions in a fast-paced, dynamic environment.
• Content Creation: Manage the development compelling advertising and educational content, spanning social media (Instagram, TikTok), video platforms (YouTube, programmatic), paid search, native advertising, and more.
• Cross-Channel Optimisation: Ensure content is optimised for diverse marketing channels, focusing on strong copywriting, design integrity, and alignment with iShares’ brand identity.
• Brand Consistency: Champion iShares' brand design principles, ensuring consistent visuals, tone of voice, and brand messaging across all content.
• Agency Management: Oversee relationships with key advertising and social media agencies (e.g., Pulse, Mother), ensuring high-quality campaign execution.
• Media Strategy & Partnerships: Work closely with the BlackRock media team and agency partners (Mindshare) to develop data-driven media plans, ensuring alignment with campaign objectives.
• Localisation & Market Focus: Partner with local marketing managers, especially in Germany, to adapt and scale campaign assets, ensuring local market relevance while meeting regional placement needs.
• Data-Driven Optimisation: Use data and analytics to measure campaign performance, making informed decisions to optimise strategies for maximum ROI and brand impact.
• Stakeholder Communication: Effectively communicate campaign strategies, progress, and results to a wide range of internal and external stakeholders.

Knowledge & Experience:

• ~7+ years of marketing experience, preferably in financial services or another regulated industry, though candidates with relevant campaign experience from other sectors are also encouraged to apply.
• Exceptional project management skills, with a proven ability to manage multiple campaigns across various marketing channels while working effectively in a matrix organization.
• Strong relationship-building skills, with the ability to foster and maintain collaborative partnerships with internal teams, external agencies, and local market managers.
• Excellent communication and presentation abilities, with a thorough understanding of content compliance, working in close coordination with legal and compliance teams.
• Knowledge of financial markets, ETFs, and investment products is a plus, offering an advantage in developing industry-specific content.
• While German language skills and cultural awareness are not mandatory, they are highly beneficial for success in this role, particularly given the focus on the German market.

Competencies:

• Social Media & Advertising Expertise: Deep understanding of social media platforms (Instagram, TikTok, YouTube, LinkedIn) with proven experience in creating engaging and platform-optimised content that resonates with retail investors. Experience working on ATL advertising including OOH and audio with TV experience a bonus.
• Video: Strong experience developing video content for social media.
• Quick Learner: Ability to quickly adapt to new platforms, tools, and trends, staying ahead of changes in social media and digital marketing.
• Creative Storyteller: A creative thinker with the ability to translate complex financial concepts into visually compelling and shareable content across social media channels.
• Strong Eye for Design: Attention to detail in both visual identity and brand consistency, ensuring all content aligns with iShares’ tone and design principles.
• Data-Driven: Proficient in using social media analytics to evaluate content performance, with the ability to optimise and adapt strategies based on data-driven insights.
• Leadership & Collaboration: Demonstrated leadership ability to manage a team and work cross-functionally to develop and execute social-first campaigns.
• Relationship-Driven: Able to build and maintain strong relationships with internal teams, external agencies, and influencers to maximise campaign impact on social platforms.
• Self-Motivated & Collaborative: Capable of working independently while also being a strong team player in a large, international matrix organization.

About BlackRock

At BlackRock, we are all connected by one mission: to help more and more people experience financial well-being.  Our clients, and the people they serve, are saving for retirement, paying for their children’s educations, buying homes and starting businesses. Their investments also help to strengthen the global economy: support businesses small and large; finance infrastructure projects that connect and power cities; and facilitate innovations that drive progress.

This mission would not be possible without our smartest investment – the one we make in our employees. It’s why we’re dedicated to creating an environment where our colleagues feel welcomed, valued and supported with networks, benefits and development opportunities to help them thrive.

For additional information on BlackRock, please visit @blackrock | Twitter: @blackrock | LinkedIn: www.linkedin.com/company/blackrock

BlackRock is proud to be an Equal Opportunity Employer.  We evaluate qualified applicants without regard to age, disability, race, religion, sex, sexual orientation and other protected characteristics at law.

Our benefits

To help you stay energized, engaged and inspired, we offer a wide range of employee benefits including: retirement investment and tools designed to help you in building a sound financial future; access to education reimbursement; comprehensive resources to support your physical health and emotional well-being; family support programs; and Flexible Time Off (FTO) so you can relax, recharge and be there for the people you care about.

Our hybrid work model

BlackRock’s hybrid work model is designed to enable a culture of collaboration and apprenticeship that enriches the experience of our employees, while supporting flexibility for all. Employees are currently required to work at least 4 days in the office per week, with the flexibility to work from home 1 day a week. Some business groups may require more time in the office due to their roles and responsibilities. We remain focused on increasing the impactful moments that arise when we work together in person – aligned with our commitment to performance and innovation. As a new joiner, you can count on this hybrid model to accelerate your learning and onboarding experience here at BlackRock.

About BlackRock

At BlackRock, we are all connected by one mission: to help more and more people experience financial well-being.  Our clients, and the people they serve, are saving for retirement, paying for their children’s educations, buying homes and starting businesses. Their investments also help to strengthen the global economy: support businesses small and large; finance infrastructure projects that connect and power cities; and facilitate innovations that drive progress.

This mission would not be possible without our smartest investment – the one we make in our employees. It’s why we’re dedicated to creating an environment where our colleagues feel welcomed, valued and supported with networks, benefits and development opportunities to help them thrive.

For additional information on BlackRock, please visit @blackrock | Twitter: @blackrock | LinkedIn: www.linkedin.com/company/blackrock

BlackRock is proud to be an Equal Opportunity Employer.  We evaluate qualified applicants without regard to age, disability, race, religion, sex, sexual orientation and other protected characteristics at law.