A global marketer, Beth Saint is a finalist for Investment Marketer of the Year and the marquee Financial Promoter of the Year prize…
The US asset management market is notoriously difficult to crack.
For global heritage brands, simply transplanting a European or UK strategy across the Atlantic rarely moves the needle. It requires a bespoke, deeply integrated approach to stand out in a sea of domestic giants.
As Chief Marketing Officer at Schroders, Beth Saint has provided a masterclass in how to do exactly that. Leading a global marketing operation, Saint has orchestrated a five-year transformation in the firm’s US brand presence, turning a modest initial investment into a highly sophisticated, data-driven growth engine.
Her playbook offers a compelling blueprint for financial marketers aiming to align global brand power with local market precision.
The power of a pivot
Saint’s US strategy did not begin with a bottomless war chest. Five years ago, the team initiated its targeted brand-building efforts with a highly disciplined $1 million advertising budget.
Under Saint’s leadership, that seed investment evolved into a fully integrated, multi-channel architecture spanning paid, earned, and owned media.
The secret to maximising that initial, relatively modest investment was absolute restraint. Rather than trying to be everywhere at once, Schroders concentrated on a select number of strategic priorities.
By deploying capital with precision, depth, and consistency, the team drove sustained engagement that punched well above its weight class.
The integrated model
At the core of Saint’s approach is a refusal to let marketing operate in a vacuum. Her strategy demands a disciplined focus on audience and message, ensuring a cohesive narrative across social media, targeted email campaigns, sales collateral, digital platforms, events, and PR.
This alignment extends seamlessly across Schroders’ entire US client group. Marketing, sales, and client service teams work in lockstep to deliver measurable outcomes.
This integrated model is best showcased in the firm’s recent flagship campaigns:
Beyond Profit
The 3D Reset
The Retirement Campaign
Each of these initiatives leverages a rich mix of content formats, from thought leadership and deep data insights to video and PR.
A digital-first mindset allows the team to monitor performance in real time. Rather than waiting for a post-mortem at the end of a quarter, Saint’s team continuously optimises spend, amplifying high-performing elements and ruthlessly cutting underperforming tactics to ensure maximum return on every dollar.
One of the most significant differentiators in Schroders’ US strategy is the sophisticated integration of public relations and paid media. Historically, asset managers have treated these as distinct functions. Saint’s team deploys them in tandem.
By dialling investment up or down depending on strategic needs, the firm uses this complementary channel approach to extend reach, reinforce messaging, and build credibility. It is a dual-engine tactic that has been instrumental in helping Schroders “own” key thematic spaces and elevate its overall brand perception among US investors.
The Targeting Engine: Waste is the enemy of ROI. Using platforms like LinkedIn, Schroders targets highly specific audiences with tailored messaging.
Close collaboration with the firm’s investment and client service teams provides absolute clarity on target segments, translating rigorous upfront planning into highly personalised, compelling narratives that actually reach decision-makers.
Measurable impact
Ultimately, a brand is only as strong as the experience it delivers. Saint understands that the commitment to brand building must extend beyond the marketing funnel and into the client lifecycle itself.
The results validate the strategy. According to recent NMG data, Schroders’ client service scores have consistently improved, recently ranking number one against many of the largest US asset managers.
This metric proves that as the firm converts prospects into clients, it delivers a differentiated, memorable experience that actively reinforces the brand equity Saint and her team have built.
Finally, the team takes a strategic, highly calculated approach to brand measurement. By aligning concentrated campaign bursts with survey fieldwork windows, Schroders ensures brand visibility and recall are reinforced exactly when unprompted awareness metrics are being captured.
Through disciplined targeting, real-time agility, and a refusal to let marketing detach from the broader client experience, Beth Saint has not just amplified Schroders’ voice in the US, she has set a new standard for how global financial marketing should be executed.