Speakers List - Investment Content Marketing Conference 2018


Esther Armstrong

Content Strategist

BNY Mellon

Following five years as a financial journalist, and a year in South America ‘finding herself', Esther joined BNY Mellon's editorial team when ‘content marketing' was still a fresh and new concept. The term has since become rather tired but the premise is as important as ever, so her latest crusade is putting purpose and intent back into the content conveyor belt.

Leanne Barnham

Head of UK Marketing


Leanne joined Architas in 2011. As Head of UK Marketing, Leanne is responsible for the full marketing mix to raise awareness of and engagement with Architas within the UK financial intermediary space. Having previously held positions at F&C Investments, Skylight Capital and outside of financial services, Leanne has over 19 years' experience in marketing and holds the Institute of Direct and Digital Marketing Postgraduate Diploma.

Niels Footman

Head of Marketing


In his career in communications, Niels has worked in South Korea and London, in sectors ranging from start-ups to consumer electronics to finance, and with names including Korean Air, Hachette, WPP and Columbia Threadneedle. Today he heads up marketing at Copylab, a global financial communications company.

Jason Hicklin

Head of Content

Unum UK

Jason is Head of Content for Unum, an employee benefits company providing income protection, life insurance , critical illness and dental insurance. He is responsible for content and the development of the Clive portal and app aimed primarily at brokers.

Jason has a wealth of marketing and communications experience, primarily in the B2B world. Prior to his role at Unum, he held roles at a number of blue chip companies including Siemens and LG Electronics.

Jason has a degree in Geography, a Masters in Marketing and an MBA from the University of Birmingham.


Simon Hildrey

Chief Marketing Officer


Simon joined Liontrust in July 2008 having been a financial journalist for 10 years and winning both the IMA Freelancer of the Year and AIC Freelancer of the Year Awards twice. Prior to becoming a freelance journalist in 2002, Simon was Special Correspondent at Citywire and Editor of International Financial Adviser. Simon has an MA degree in War Studies from King's College London and a BA degree in Modern History and Economics from Manchester University.

Tom Hughes

Head of Northern European Marketing

Allianz Global Investors

Tom Hughes is Head of Northern European Marketing at Allianz Global Investors. Tom has worked for Allianz Global Investors since 2010, he joined as a marketing executive working in the UK retail distribution team. Since then he has worked his way up the team to his current role where he is responsible for all marketing activity in the UK across the institutional, wholesale, consumer and investment trusts channels. In 2014 he was awarded a Rising Star award by the Gramercy Institute in New York and was successful at the Investment Marketing and Innovation Awards 2014 and 2015 in the "Under 30 Category", "Best B2B Campaign" and "Best Social Media Campaign" categories.

Prior to joining Allianz Global Investors, Tom worked for software company Meltwater and in the House of Commons. He has a degree in History and Politics from the University of Southampton as well as a full IMC, postgraduate diploma in digital marketing and has undertaken executive education courses at the European School of Management and Technology in Berlin.

Giulia Lupato

Senior Policy Advisor


Giulia is a Senior Policy Advisor working on a wide range of regulatory and strategy matters such as markets integrity, data protection and digital innovation both at UK and EU level. She is also an active member of the International Regulatory Strategy Group and runs a number of PIMFA Committees and working groups.

Since joining PIMFA (formerly the Wealth Management Association (WMA)) in February 2015, Giulia has been actively advocating on behalf of the wealth management and financial advice industry with regulators and other government departments and bodies.

Giulia's previous work experience includes advisory roles in a family office and an international law firm, as well as a short stint as insolvency specialist in her native Italy.

Giulia holds both Italian and English law degrees as well as a postgraduate degree in institutional relations and is a Member of the Chartered Institute for Securities and Investment.


Joe Parkin

Head of iShares UK Retail and Wealth


Joe Parkin is Head of UK Wealth and Retail at iShares, where he is responsible for the distribution of BlackRock's passive business in the UK. This involves sales and relationships with private banks, wealth managers, advisers, discretionary clients, D2C and adviser platforms, and digital clients. This includes the distribution of iShares ETFs, BlackRock Index Funds and BlackRock passive solutions.

Andrew Seel



Andrew Seel is CEO of the UK's leading advocacy marketing platform Qubist.

Qubist is an enterprise level employee communications tool offering both employee advocacy and internal communications. It is a trusted by major brands and companies including Institute of Chartered Accountants (ICAEW), Iceland Foods, Suzuki and George at Asda.

Andrew's digital experience goes back over 20 years to the early days of the web in 1996 where he managed the development of online communities for AOL. As Senior Editor for Travel he worked with major partners including LastMinute.com and Expedia. He later set up award winning digital consultancy Getfrank and led major digital projects for Channel 4 and EMI (eg Gorillaz).

An expert in digital and advocacy marketing strategy, Andrew has since consulted for many brands globally including: Air Mauritius, Accenture, Money Advice Service, M&G, Sarasin & Partners, Iceland Foods, Royal Bank of Scotland, ICAEW, Killik & Co, Saatchi & Saatchi, Mediacom, Virgin Atlantic, Haagen-Dazs, Wall's, Four Seasons, Sony, and European Tour Golf.


Tom Wright

Director of Content & Performance Marketing Services

Incisive Media

Tom has worked in content marketing for over 15 years. Originally a publisher in the technology sector, Tom has extensive experience of running large content teams, delivering multi-touch lead generation, nurturing and syndication campaigns, working with household names in the technology, and retail and institutional investment sectors. In his current role as Director of Content and Performance Marketing Services, Tom is responsible for Incisive Works - Incisive's in-house content marketing agency. As the job title suggests, Incisive Works deliver high quality content, coupled with performance marketing approaches that ensure content visibility and marketing ROI.