Betashares is seeking a Senior Marketing Manager to lead and execute B2B marketing strategy across its intermediary channel — covering financial advisers, platforms, licensees and brokers. The Senior Marketing Manager — B2B will be the primary marketing partner to the distribution and sales teams, responsible for building adviser brand awareness, driving engagement and supporting the commercial goals of the intermediary business.
Key Responsibilities
B2B Marketing Strategy and Planning
- Develop and own the annual B2B marketing plan, aligned to distribution priorities and commercial goals.
- Define adviser segment strategies — identifying where Betashares has the strongest opportunity to grow awareness, consideration and flows.
- Work closely with the Marketing Director B2B to set priorities, allocate budget and measure outcomes.
- Monitor competitor B2B marketing activity and identify differentiation opportunities.
Events and Webinars
- Own the planning, promotion and execution of the Betashares adviser events programme — including webinars, roadshows, conferences and milestone activations.
- Set and deliver against event attendance, engagement and ROI targets.
- Manage event logistics, supplier relationships and post-event follow-up campaigns.
- Integrate events seamlessly into broader B2B campaign plans and lifecycle communications.
Campaigns, Collateral and Sales Enablement
- Plan and execute integrated B2B marketing campaigns across email, digital, events and collateral.
- Oversee the development of high-quality sales tools, product factsheets, brochures and presentations for the adviser channel.
- Manage the fund launch process for the intermediary channel, including collateral sign-off, distribution communications and adviser education.
- Work with the Lifecycle team on email execution for the B2B audience — including campaign setup, segmentation, testing and reporting.
Platform and Licensee Marketing
- Support marketing to wrap platforms, licensees and broker networks — developing relevant materials and communications.
- Coordinate co-marketing opportunities with key platform and licensee partners.
- Maintain and update the B2B section of the Betashares website and adviser resources portal.
Reporting and Performance
- Track and report on B2B marketing KPIs: campaign performance, event ROI, email engagement and sales enablement effectiveness.
- Use performance data to drive continuous optimisation across channels and campaigns.
AI Capability and Ways of Working
Betashares is building a marketing function fit for the next era of growth — one where AI is embedded as a standard tool across strategy, execution and measurement. All marketing roles at Betashares are expected to demonstrate genuine curiosity, openness and practical capability with AI tools.
- Use AI tools to increase the speed and quality of B2B content production — including AI-assisted copy drafting, collateral generation, email personalisation and event communications.
- Apply AI-powered analytics to identify adviser engagement patterns, segment opportunities and optimise campaign targeting and cadence.
- Explore AI-assisted approaches to event promotion, post-event follow-up automation and sales enablement asset generation.
- Stay current with AI tools relevant to B2B marketing, events and content production; bring practical recommendations to the Marketing Director B2B.
- Contribute to a team culture where AI adoption is expected and rewarded — actively experimenting, documenting learnings and sharing with colleagues.
What Success Looks Like — First 12 Months
- Annual B2B marketing plan developed and agreed with the Marketing Director B2B and distribution team.
- Events programme for the year planned — aligned to strategic goals.
- B2B email programme operating effectively in Braze with strong deliverability and engagement metrics.
- Sales collateral library reviewed and refreshed for the new brand.
- Strong working relationships established with distribution, sales and product teams.
- B2B marketing KPI framework in place and reported regularly.
About You
- 6+ years of marketing experience with a clear B2B or intermediary marketing focus.
- Experience in financial services — ideally in asset management, wealth management, super or fintech.
- Proven track record of planning and executing B2B marketing campaigns with measurable commercial outcomes.
- Strong events management capability — from webinars to large-scale roadshows and conferences.
- Excellent stakeholder management: comfortable working with senior distribution leaders, product teams and external partners.
- Strong written communication and copywriting skills for professional B2B audiences.
- Highly organised with the ability to manage multiple projects simultaneously.
- Understanding of the Australian financial adviser market — licensing, platforms, practice models — is a significant advantage.
- Hands-on experience with AI tools in a marketing or content context, or demonstrated drive to build that capability quickly.
- Attitudinally open to AI: genuinely curious, willing to experiment and able to bring others along.
