SD-15.5 — Marketing, Brand & Content

Business Domain: BD-15 Distribution, Product & Client Management (Commercial) · Applies: BOTH

Purpose

Runs the firm’s brand, marketing and client-engagement content. SD-15.5 builds and maintains the firm’s brand and reputation, runs marketing campaigns and events, produces the thought leadership and content that engage clients and prospects, and runs the firm’s digital presence. It is not the approval of promotional material against the financial-promotion rules — that control is SD-15.6 — and it is not the sales conversation, which is SD-15.7; SD-15.5 produces the material, SD-15.6 clears it, SD-15.7 carries it.

Out of scope — press and media relations. SD-15.5’s mandate is the client- and prospect-facing brand and marketing capability. Corporate communications and press / media relations — the firm’s press office, media-spokesperson programme, corporate-statements function, journalist relations and crisis communications — is an enterprise capability, not a buy-side-distinctive one, and is explicitly out of OpenIM’s scope per the service-domains/INDEX.md explicit-out-of-scope list. A firm operates it; OpenIM does not model it.

Service Operations

Manage the brand — build and maintain the firm’s brand, positioning and reputation.
Run campaigns and events — plan and run marketing campaigns, conferences and client events.
Produce thought leadership and content — produce the market commentary, thought leadership and client-engagement content.
Run the digital presence — manage the firm’s website, digital channels and the digital client experience.
Manage marketing analytics — measure campaign and content engagement and the marketing contribution to the pipeline.

Inputs and outputs

Inputs: the distribution strategy from SD-15.4; the firm’s investment views and performance; the product range.
Outputs: campaigns, content and the brand — submitted to SD-15.6 for approval before issue, and consumed by SD-15.7.

Entities

Consumes: the firm’s product, performance and market-view records; the SD-15.4 distribution strategy.
Owns: the firm’s brand and marketing content — a process artefact.

Standards

Marketing and brand practice; the content is governed by the financial-promotion control in SD-15.6.

Open extensions

The campaign and content sub-model.
The marketing-analytics sub-model.
The Service-Operation-level input/output contracts.