In the latest episode of the Financial Marketing Insights podcast, Gunnar Steven, Head of Marketing and Communications at Pemberton Asset Management, shared his rich career experiences and provided valuable insights into the evolving landscape of marketing in the financial services sector. From his career transitions to the nuances of stakeholder management and the importance of brand building, Gunnar's offers a comprehensive look at marketing dynamics and the strategies that drive success.

Pemberton's Growth and Local Impact

Gunnar began by detailing his role as Head of Marketing and Communications at Pemberton Asset Management, a private credit manager that has swiftly risen to prominence in the financial services industry. Founded in 2014, Pemberton focuses on raising assets from institutional investors and deploying them via direct lending loans to the European mid-market sector. Despite its youth, Pemberton has grown rapidly, now managing over €23 billion in assets and winning several industry awards. This success is attributed to both industry tailwinds post-global financial crisis and the vision and expertise of its founders and team.

A Unique Approach to Asset Management

Unlike traditional asset managers who invest in public markets, Pemberton operates in the private sector, raising assets to lend to companies without public trading. This distinct approach requires a deep understanding of local markets, which Pemberton achieves through its extensive office network across Europe. This local presence enables the company to stay close to its clients and market developments, making informed investment decisions that drive success.

Career Journey and Transition to Marketing

Gunnar's journey into marketing began in 2006 at the Royal Bank of Scotland (RBS), following roles in sales and hospitality.

“I actually studied international hotel management in Switzerland. At the time RBS was one of my clients and they had a specific need in the space of wanting to get more recognition and moving away from the perception of being a balance sheet led bank to a bank that can do the structuring, the execution, and of course also use their balance sheet. And so at that time I joined RBS in 2006. And I would describe the first two years there as probably one of the greatest years in my career. The industry was growing. RBS was growing. It had acquired NatWest in 2000 and becoming an international investment bank was really the journey of RBS at the time.”

Reflecting on his transition from hospitality to sales and then to marketing, he believes it’s based on an understanding that people are the common thread across these fields. Whether serving clients in hospitality or engaging with stakeholders in marketing, the focus remains on understanding and meeting client needs.

Gunnar’s tenure at RBS was a mix of rapid growth and challenges, particularly during the global financial crisis. He later joined Société Générale, where he helped expanded the bank’s client base across multiple asset classes, enhancing cross-business engagement.

Challenges and Soft Skills in Stakeholder Management

Effective stakeholder management involves continuous engagement and a deep understanding of the business. Gunnar emphasized that marketers must bridge the gap between technical business knowledge and marketing expertise to add real value. He discussed how digital tools have revolutionized marketing, making it easier to measure and demonstrate value.

“In my life as a financial services marketer, I have grouped stakeholders into three parts. One is the people who don't really value it, and don't really want it. And you should not really spend that much time, because I don't think you will move the needle materially, and it takes a lot of effort. On the other hand, the other part of the spectrum, you have those that really get it, really want it, really support it. There's not that many of them, the largest part is those in the middle that kind of value it and get it and want it. And you get some support in that space. And, you know, really, I think we live and die with the stakeholders that sit in the middle and the ones that sit at the top end that really support us.”

Gunnar suggesting focusing efforts on engaging with the latter two groups. He believes success hinges on leveraging digital tools to provide tangible evidence of marketing's impact.

Brands That Impress

Gunnar highlighted HSBC and JP Morgan as standout brands in the financial services sector. HSBC’s "glocal" approach, combining global presence with local insights, exemplifies effective brand communication. Similarly, JP Morgan’s entry into the UK retail sector has been marked by strong, differentiated marketing efforts. He also spoke about the importance of brand tracking and his previous work with FinTechs that support innovation in this space.

“We’ve used technical platforms and digital tools to measure the brand, such as MyTelescope. Basically, they visualize the share of search on a given keyword, right? That can be a brand, that can be a product. And you will be able to identify how your efforts correlate to the share of search in different regions. Some companies in the retail space have been using this for product marketing as well. So we can actually demonstrate how our efforts are increasing the share of search as an index. And again, it's not something that contributes to the bottom line, but I think it is increasingly understood that it's important that you have a brand awareness and that people understand what your brand stands for.”

Simplifying Marketing for Business Stakeholders

A significant part of Gunnar’s role involves simplifying marketing strategies to communicate effectively with business stakeholders. He categorizes marketing into brand marketing and performance marketing, with the latter being more tangible and measurable. However, he emphasizes the importance of brand management, which often requires a longer-term perspective and greater effort to demonstrate its value.

Gunnar shared a project from his time at Société Générale that combined AI and content marketing. Collaborating with MyTelescope, they developed an index populated with relevant keywords. This trend index helped identify emerging topics, such as the inflation spike post-U.S. elections, enabling the marketing team to respond quickly with relevant content. This initiative highlighted the importance of understanding business needs and integrating them with marketing efforts.

Inspiration and Passions

Gunnar draws inspiration from various sources, including LinkedIn, social media, and industry forums. He finds satisfaction in the evolving role of marketing, which is now recognised for its contribution to commercial success. The shift from being a support function to a critical component of business strategy drives his passion and motivation.

He emphasized that modern marketing is about making a demonstrable difference to the business, whether through brand building or performance marketing. The ability to impact lead generation, sales effectiveness, and overall business performance is what fuels his enthusiasm for the field.

Conclusion

Gunnar Steven’s insights on the Financial Marketing Insights podcast offer a deep dive into the strategies and soft skills that drive success in marketing within the financial services sector. From understanding the importance of stakeholder management to leveraging digital tools and brand building, Gunnar's experiences provide valuable lessons for marketers navigating similar landscapes. His passion for the field and commitment to continuous improvement underscore the dynamic and evolving nature of marketing today.