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How to get ahead in Financial Services Marketing

How to get ahead in Financial Services Marketing

By Guy Simmonds, Controller for Investments and Protection, Nationwide

Why Financial Services Marketing?

There are few other areas that impact people’s every day lives as much as financial services – or that evolve and grow with them. Financial Services marketing is about a lot more than a one-off sale, it’s about building relationships with customers and evolving our products and services to them as their needs and life stages change over time. This makes it an incredibly rewarding area to work in with huge scope for diversity, with lots of fresh challenges.

Unlike FMCG Marketing we’re not focused on the product packaging and need to secure shelf space, this is a totally different, unique kind of sell. The way people manage their finances has a big impact on everything they do so they’re buying into more than just a product, they’re buying into a relationship with an institution.

How I got to where I am today

I graduated from Bradford University with a degree in Business & Management. I then joined a graduate programme with a utilities company and after 18 months, I joined their Marketing department. I always knew that Marketing was where I wanted to be but it was important for me to get a good grounding in the organisation first. I stayed there for another two and a half years before joining Nationwide as a Product Manager, taking responsibility for internet marketing and internet banking. A year and a half on, I joined the Savings team, again as a Product Manager, before becoming a Senior Product Manager with the Investment team. After three years, I was promoted to Controller for Investments and Protection. My challenge now is to develop my team and to optimise Nationwide’s growth potential in this arena.

What makes a good financial marketeer?

You’ve got to be passionate – you basically need to live and breathe the product that you’re developing. It’s all about understanding customers’ needs, how they’re changing, how the market is innovating, and how you can stay one step ahead. Analytical skills are important because you’ll be looking at the challenges customers face in their day-to-day lives, developing product solutions to meet both these needs and some that the customer may not have even considered. At the same time, you’ll need to think about how things might look in three or five years’ time, so you’ll need good vision, creativity and innovation too. This isn’t about here today, gone tomorrow – the decisions you make will have a long-term impact and is part of a cradle to grave relationship with your customer. Good attention to detail is also vital here because when you’re dealing with billions of pounds, one mistake can cost millions.

The rewards

Financial Services marketing at Nationwide brings you into contact with one in four households – that’s a very big reach, with budgets to match. You can expect a lot of support too. As an Investor’s in People Champion you’ll be encouraged to gain professional qualifications and have individually tailored development plans to help you realise your full potential. And in an organisation on the scale of Nationwide, there’s always lots of opportunity for advancement, development and change as well as constant challenges.

And did you know that…

Right now we’re looking for Product Marketing Executives and Assistants to join our team at the Nationwide Head Office in Swindon. Please visit for details.

Find out more about working at Nationwide.

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