The expertise you need for the opportunities you face
Our team has decades of experience in asset management as branding strategists, in-house marketing heads, brand agency directors and investment writing specialists.
We understand the changing regulatory, commercial and societal dynamics you face in growing your brand and your asset base.
Most of all, we know and keep in touch with the priorities that are front of mind for different audiences – from discretionary fund managers to multi-managers to self-directed investors.
So we can help formulate brand strategies, capability propositions and product campaigns that truly resonate with the investors you want to engage.
Piers joined international fund manager Aberdeen Asset Management in 1995, then responsible for closed-end fund marketing in the UK. Piers became group head of marketing in 2007 and then their first Group Head of Brand in 2012. In 2013 he was responsible for launching the refreshed Aberdeen brand globally through a global advertising campaign in 26 countries and 11 languages. His early career was in advertising and journalism before specialising in financial communication for asset management. He was the award winner for “outstanding industry contribution” at Investment Week’s Investment Company of the Year Awards in November 2018. He established Warhorse in 2017.
Georgina worked for Aberdeen Asset Management, joining the first Brand team in 2013, and was Senior Global Brand Manager until the merger with Standard Life in 2018. She was responsible for international relationships across 26 countries, covering brand and communications and delivering campaigns to all key client segments. A graduate in Modern European Languages from the University of Edinburgh, Georgina previously worked as a financial services lobbyist in London, Brussels, Singapore and Washington DC, and before that she worked in sales for a private bank in Madrid. She joined as a partner in 2018.
James has extensive knowledge of the asset management business with a particular focus on distribution and marketing of funds and investment companies in the UK market. He developed and implemented JP Morgan Investment Trust business’ distribution strategy. Over the last 15 years he has advised numerous investment company Boards. He also has a thorough understanding of the governance and regulatory environment that investment companies are having to operate. In addition to his detailed knowledge of the investment company business he has held investment management roles, both as a UK equity fund manager and Investment Director responsible for asset allocation as well as stock selection.
An all-round senior marketing professional, Ian’s career has encompassed several senior asset management and communication roles, including posts with the Association of Investment Companies and Allianz Global Investors. Before this, he was Head of Investment Trust Marketing at Gartmore. He specialises in the development and roll-out of strategic marketing campaigns, with particular focus on retail investors. Ian provides marketing, communications and regulatory support for asset managers, with specialist knowledge of closed-ended funds. He combines in-depth product knowledge with an awareness of the constantly evolving regulatory regime. He is retained by abrdn as a marketing consultant.
Tamsin is an experienced investment marketing and communications specialist. Early roles at Schroders and Goldman Sachs Asset Management were followed by her appointment, in 2001, as Head of UK Funds Marketing at Dresdner RCM (now Allianz Global Investors). In 2007, following maternity leave, she joined Thames River Capital to support their entry into the B2B retail market. She returned to AGI in 2008 to manage their Investment Trust marketing, spending the next eight years working on marketing strategy and creating innovate campaigns. Since 2016 she has worked as a marketing consultant; projects have included rebranding a boutique asset management firm and managing the communications for a firm of financial advisers.
Robert has extensive financial services experience, including investment management and banking. He joined HSBC in 2000 and held a variety of roles in Asia and London. In 2013, Robert joined the HSBC Global Asset Management client strategy / marketing function. His responsibilities covered RFP, planning and wholesale business development support. This included development and delivery of the wholesale investment proposition. Robert previously worked in investor relations, pensions administration, strategic planning and equity research at HSBC. Prior to joining HSBC, Robert worked as a financial services management consultant for KPMG in Asia. His early career was in banking with Westpac and ANZ in Australia and Asia.
Irene is a financial services marketing and communications specialist. Her professional background includes asset management, international private banking, online stockbroking and wealth management. From 2011 to 2022, Irene worked for BNY Mellon Pershing as Senior Marketing and Communications Manager where she designed and delivered the marketing and communications strategy for the wealth and adviser market segments. Earlier in her career Irene worked as UK Marketing Manager for F&C Asset Management (now BMO Global Asset Management), where she generated demand for investment company shares by promoting direct to investors through savings plans and pensions.
Juliet Oxborrow is an award-winning former financial journalist. Having worked in-house for JPMorgan Asset Management for three years, she set up her own writing and communications agency in 2004 to support advertising, marketing and thought leadership. Her clients include asset managers, investment banks, advisory firms, platforms and professional services companies. Juliet works with Warhorse to help develop clear differentiation, propositions and communications for asset management clients, whether in advertising, content or presentations.
Alison is a graphic designer, with over 7 years’ experience working for TAG, whose main client was Aberdeen Asset Management. Within the busy production studio, her key duties included creating, maintaining and updating marketing materials, such as factsheets, adverts, brochures, board papers and newsletters. She was also the lead designer for the 2015 AAM Annual Report and Accounts. She has a BA(Hons) in Media Studies from Robert Gordon University, and has previously delivered creative work for the oil and gas industry. Alison has successfully provided design work for Warhorse since August 2020.
Michelle has over 15 years' experience working in Senior Executive Assistant positions in the Jersey Finance Industry. Michelle and Warhorse Partners have been successfully working together since Summer 2020.
Linzi is a graphic designer with over eight years’ experience working in the finance industry. Following the completion of a BA in Design for Digital Media, she has since worked in a busy production studio for various financial clients, creating and maintaining various marketing materials and managing projects through the whole lifecycle.
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