About The Opportunity
Job Type: Permanent
Application Deadline: 16 August 2025
Title AI Value Lead - Engagement & Communications
Department GPS
Location UK
Reports To Chief Marketing Officer GPS
Level Associate Director
About Us
We’re proud to have been helping our clients build better financial futures for over 50 years. How have we achieved this? By working together - and supporting each other - all over the world.
About Your Team
Fidelity has a long-standing reputation for marketing innovation and a consistent focus on staying ahead of evolving client expectations. Within Global Platform Solutions (GPS), our vision is to become a leading multinational provider of investment, wealth management, and retirement services, delivering the best of Fidelity to our customers.
Marketing transformation plays a critical role in supporting this ambition. It enables the organisation to deliver more intelligent, data-informed, and technology-enabled communications. By driving integration, improving processes, and embedding best practice, it ensures engagement strategies are cohesive, scalable, and aligned to business priorities. This work strengthens the brand, sharpens client relevance, and accelerates growth across channels and markets.
About Your Role
As AI Lead, Engagement & Communications, you will shape how Fidelity responds to a fundamental shift in how people discover, interact with, and form relationships with companies. Traditional communication models are fragmenting. Search is being redefined. Clients increasingly expect intelligent, responsive experiences that feel less like broadcasting and more like conversation.
You will lead the application of artificial intelligence across communications and engagement, spanning both external client experiences and internal enablement. Externally, your focus will be on designing more intelligent, responsive, and personalised interactions that shift from one-off communications to continuous, adaptive dialogue. Internally, you will embed AI into how we create, target, and optimise content, using tools such as content automation, predictive personalisation, and data-led decision making.
You will help reframe engagement as a dynamic, data-informed flow rather than a series of static touchpoints. This includes evolving our content strategy from traditional production models to systems that generate, adapt, and deliver content based on real-time context, tone, and intent. As client behaviours and expectations change, you will ensure our communications remain relevant, discoverable, and easy to engage with.
You will stay at the forefront of developments in conversational interfaces, generative AI, large language models, and increasingly agentic systems capable of completing tasks autonomously. Your role is to translate innovation into action, whether through improving internal efficiency or delivering external-facing experiences that reduce the need for human intervention while maintaining quality, trust, and clarity.
You will ensure that delivery is paired with sustained adoption, embedding new tools and behaviours into everyday practice, ensuring that overall delivery is aligned with Fidelity’s AI Constitution and AI Assurance Framework.
You’ll work closely with GPS capabilities teams, the central AI function, and central marketing technology to ensure alignment, safe experimentation, and scalable delivery. Working with our data teams you’ll help ensure AI initiatives are underpinned by sound, scalable, and privacy-conscious data foundations.
About You
We’re not hiring for years of experience in a field that’s only just emerging. We’re hiring for mindset: curiosity, pragmatism, and the ability to make things real.
You will have had practical exposure to AI technologies and a track record delivering digital or data-enabled experiences for clients or customers. You are client-centric by instinct, with a clear focus on value, relevance, and usability.
You’ll have led projects or owned products, aligning teams and delivering in complex environments. You have the credibility to work closely with technology teams, including those focused on AI applications, and can translate ideas into tangible outcomes.
You understand that implementation is only part of the journey. Lasting impact comes from adoption. You design with the end user in mind and know how to embed new tools and behaviours into everyday practice.
You are comfortable co-creating policies and governance frameworks from first principles. You work pragmatically with Legal, Compliance, and Risk to shape standards in an environment where regulation is evolving.
You possess a keen interest in understanding the impact of AI on brand and user experiences. You consider how tone and language influence conversational interfaces, and you are committed to ensuring transparency and trust are foundational elements of AI-driven interactions
You are data-literate and can confidently contribute to conversations about what makes AI effective, even if you are not a data expert.
You have a growth mindset. You thrive in ambiguity, value simplicity without oversimplifying, and know that good judgement, not just good technology, is what makes innovation work.
Responsibilities Include
- Set the vision for AI in engagement: Define how AI will enhance communications and content strategies, aligned with client needs, business priorities, and digital behaviours.
- Own and deliver key AI initiatives: Act as product owner for selected tools and capabilities, leading delivery from concept to adoption and optimisation.
- Integrate AI into content and campaigns: Embed AI into development workflows and campaign execution to increase personalisation, speed, and quality.
- Enhance client experiences: Lead pilots in conversational AI, personalisation, and dynamic content to create scalable, human-centred interactions.
- Support data and governance readiness: Collaborate with data owners, Legal, Compliance, and Risk to shape governance, ensure compliance, and establish strong data foundations.
- Champion adoption and literacy: Drive adoption through training, engagement, and change support. Lead the community of practice to share learnings, reduce duplication, and scale what works.
Feel rewarded
For starters, we’ll offer you a comprehensive benefits package. We’ll value your wellbeing and support your development. And we’ll be as flexible as we can about where and when you work – finding a balance that works for all of us. It’s all part of our commitment to making you feel motivated by the work you do and happy to be part of our team. For more about our work, our approach to dynamic working and how you could build your future here, visit careers.fidelityinternational.com.
For more about our work, our approach to dynamic working and how you could build your future here, visit careers.fidelityinternational.com.
As an international financial services organisation, we are in-scope of international regulations in the way that we carry out our work. This position is involved in work that is regulated by the FCA and/or the PRA and their Individual Conduct Rules (COCON) apply to it, along with any other regulation. We provide training on COCON and how it affects our employees. More information about COCON can be found in the Employment Handbook.
