The Role
We are looking for a Product Marketing Specialist who will be responsible for driving the positioning, commercial narrative and go-to-market execution of Vanguard’s ETF range, with a focus on client adoption, distribution enablement and scalable growth.
This role acts as the bridge between Investment Management, Product, Distribution and Marketing, ensuring Vanguard Index ETFs are clearly positioned within client portfolios, model usage and platform ecosystems — not just as standalone products.
Success in this role requires a strong understanding of index investing, ETF market structure, client use cases and distribution dynamics, with the ability to translate these into clear, differentiated and commercially effective narratives that drive flows and adoption.
Key Responsibilities
Category and product insights and monitoring
Track flows, AUM growth, market share, platform availability, rankings, and adoption in model portfolios
Analyze competitive performance to identify where ETFs win or lose and the underlying drivers
Strategy and planning
Analyze flows, platform dynamics, model portfolio usage and competitor positioning to inform priorities
Align Index ETF marketing priorities with commercial targets (flows, adoption)
Develop and execute marketing plans to grow Index ETF adoption across priority segments and channels (advisers, platforms, wealth managers, digital partners)
Work with partners to define target client segments, use cases and distribution pathways for each ETF
Lead GTM for new ETF launches, range enhancements and repositioning initiatives
Positioning & Messaging
Define clear, differentiated Index ETF value propositions
Translate Index ETF capabilities into client-relevant use cases (e.g. core allocation, rebalancing tools, cash equitization, tactical positioning)
Develop simple, scalable and compelling messaging frameworks that work across different client segments (e.g. advisers, platforms, retail investors) and regions
Work with partners to develop and maintain sales enablement deliverables such as fund brochures, pitch decks, product overviews and fund commentaries that support client conversations and reinforce product value propositions
Stakeholder Collaboration
Work closely with Product, Investment Management, Distribution, and Marketing to align product characteristics, investment credibility, client usability, and scalable execution
Partner with Compliance to ensure material is clear, fair and not misleading
What it takes
Significant experience in investment marketing, asset management, or financial services, with a strong focus on Index ETFs and a deep understanding of index investing, ETF mechanics, and portfolio construction applications
Proven experience working with platforms, advisers, and wealth managers, with a strong commercial mindset focused on driving flows, adoption, and client outcomes
Excellent ability to translate complex investment concepts into clear, compelling client-facing messaging, with exceptional writing, communication, and presentation skills
Strong analytical capabilities, including interpreting flows, adoption trends, and platform dynamics to inform strategic decision-making
Demonstrated success delivering cross-functional initiatives within matrixed organisations, supported by excellent project management skills, execution discipline, and stakeholder management capabilities
High level of ETF and index investing expertise, combined with strong proficiency in content management systems, analytics tools, and an understanding of emerging trends in digital communications and AI
Special Factors
Vanguard is not offering visa sponsorship for this position
This is a hybrid position and would require you to work in the office 3 days per week (Tuesday, Wednesday & Thursday)
Why Vanguard?
Vanguard is a different kind of investment company. It was founded in the United States in 1975 on a simple but revolutionary idea: that an investment company should manage its funds solely in the interests of its clients.
This is a philosophy that has helped millions of people around the world to achieve their goals with low-cost, uncomplicated investments.
It's what we stand for: value to investors.
Inclusion Statement
Vanguard’s continued commitment to diversity and inclusion is firmly rooted in our culture. Every decision we make to best serve our clients, crew (internally employees are referred to as crew), and communities is guided by one simple statement: “Do the right thing.”
We believe that a critical aspect of doing the right thing requires building diverse, inclusive, and highly effective teams of individuals who are as unique as the clients they serve. We empower our crew to contribute their distinct strengths to achieving Vanguard’s core purpose through our values.
When all crew members feel valued and included, our ability to collaborate and innovate is amplified, and we are united in delivering on Vanguard's core purpose: to take a stand for all investors, to treat them fairly, and to give them the best chance for investment success.
How We Work
Vanguard has implemented a hybrid working model for the majority of our crew members, designed to capture the benefits of enhanced flexibility while enabling in-person learning, collaboration, and connection. We believe our mission-driven and highly collaborative culture is a critical enabler to support long-term client outcomes and enrich the employee experience.
Vanguard London, England Office
London, United Kingdom
