Behind every client communication, article, video and event at Citrus is Simon Cockfield. As Marketing Manager, Simon helps make sure clients feel informed, reassured and clear about what’s happening… with as little jargon as possible.
We sat down with Simon to talk about his career, what happens behind the scenes, and why good communication matters more than ever.
How did you first get into financial services?
Like a lot of people, I didn’t set out to work in financial services, I sort of fell into it.
After studying history at university, I knew I wanted to do something creative, but didn’t really know what that looked like in practice. I started out in marine insurance, which confirmed fairly quickly that it wasn’t where I wanted to stay.
An opportunity came up to move into marketing internally, and that was the turning point. I moved into financial advice marketing in 2002 and haven’t looked back since.
You’ve worked in financial services for over 20 years — what’s kept you in the industry?
Genuinely, it’s the people. Everywhere I’ve worked.
I’ve been lucky enough to work with really supportive, knowledgeable and, importantly, fun people throughout my career. Marketing gives you that sense of ownership, you get to create something and see it through, but it’s the people you work with that make it worthwhile day to day.
"Financial services can be full of jargon and overcomplication. Our job is to strip that back."
What's an average day like for a Marketing Manager at Citrus Financial?
No two days are the same.
I could be working on the newsletter, editing videos, writing content, updating the website, planning events or managing social media. It’s quite varied, which is one of the things I enjoy most.
At any given point there are a few different things going on at once, but the common thread is making sure clients are kept informed in a way that actually makes sense.
What’s most important when communicating financial topics?
Clarity.
Financial services can be full of jargon and overcomplication. Our job is to strip that back.
I’m not really a numbers person, so a simple rule I use is that if I don’t understand something, it doesn’t go out. If it makes sense to me, it’s much more likely to make sense to someone reading it without a financial background.
What are you currently focused on improving or developing?
The website is a big focus. Making it easier to find, navigate and understand.
Alongside that, I’m really enjoying developing our events programme. The response so far has been genuinely brilliant, and it’s clear people value the chance to hear from real experts in a more relaxed setting where they can ask questions.
We’re lucky to have really strong presenters in the business. David brings experience and a really engaging style, Richard is excellent at explaining the bigger picture, and Karen has been brilliant at making technical detail feel clear and relatable.
From my side, it’s about helping shape those events so they run smoothly, look professional and, most importantly, feel worthwhile for the people attending.
What goes into producing things like newsletters, events and website content?
A lot of collaboration.
David, Richard and the advisers bring the expertise, and my role is to shape that into something clear and engaging. Whether that’s articles, videos, presentations or events.
Almost everything is created within Citrus, which helps keep things consistent and personal.
What makes a great client experience?
Clarity and reassurance.
People want to understand what’s happening and where they stand. That means clear explanations, regular updates and no unnecessary jargon.
Just as importantly, it’s about the human side. At Citrus, you always speak to real people who know who you are, not a chatbot or a call centre, and that makes a big difference.
"At Citrus, you always speak to real people who know who you are, not a chatbot or a call centre, and that makes a big difference."
What do you most enjoy about working with the Citrus team?
The people.
There’s a real sense that everyone cares. About clients and about doing a good job. That comes through in how the team works together.
I also enjoy being part of the leadership team with David, Kelly and Richard. We have different personalities and all bring different strengths. Client focus, operational expertise, strategic thinking and communication, which creates a really good balance.
It means conversations are practical, focused and always centred around how we keep improving what we do for clients.
Outside the office, what do you enjoy?
Most of my time revolves around my two boys.
Weekends are usually spent at rugby or football, either watching or helping out. I also enjoy a good quality TV series when I get the chance.
You’ve been involved in coaching, what do you enjoy about that?
Seeing young people grow in confidence and find their place in a team.
When I was coaching rugby, one of the most rewarding parts was seeing the quieter or less confident kids really come into their own. Some of them wouldn’t necessarily see themselves as “sporty” or naturally part of the main group at school, but through being part of a team, you could see them grow in confidence, feel valued, and find their place.
It’s amazing what being part of a team can do for someone. It gives people a sense of belonging, and that can make a huge difference.
Be honest… how hard is it supporting Tottenham Hotspur?
Emotionally exhausting, but it’s a lifelong commitment.
I started supporting Spurs in the early 80s, and was a season ticket holder for years, so I’ve seen it all. Unfortunately I also made the questionable decision to pass it on to my children.
I remain a hopeless optimist. Despite being relegated, Mauricio Pochettino will return and we’ll win the Championship and FA Cup double next season.
He’s magic you know…
Quickfire Round
Tea or coffee?
Coffee
Early bird or night owl?
Early bird, unfortunately, I can't get past 5.30am
Favourite TV series?
The Sopranos just beats The Wire
Books you’d recommend?
The Corrections by Jonathan Franzen
Best advice you’ve been given?
A friends dad once advised "If you can't fight, wear a big hat" but I'm still not sure I understand that.
You can meet more members of the team here.
Approver Quilter Financial Services Limited. 26/03/2026
