“Henry Jones? I knew a Henry Jones. Let me tell you a little something about that dear, dear man Henry Jones”
– Jeff Goldblum
Henry Tobias Jones is the Global Head of Content at EQT, one of the world’s largest private markets firms with +$260BN AUM. In the not-too-distant past, he managed all of the +1M content assets per year at John Lewis (yes, the Xmas ad place). And before that he was a journalist at the Evening Standard and Dyson’s editorial director.
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A little bit about me…
🧠 Strategic storytelling for private markets
Entered private markets to bring proven tools from consumer-brand playbooks – using storytelling, strategic content, and brand as multipliers. Built and launched ThinQ, EQT’s global thought-leadership platform, increasing web traffic by 40% and doubling social media audience in one year. It’s safe to say we rocked the boat, earning recognition from Private Equity Marketeer and Alt Goes Mainstream’s Michael Sidgmore… plus, becoming the (unofficial) talk of SuperReturn. Outside of my day job I advise and consult with financial firms who need help transforming complex investment narratives into clear, differentiated stories that drive visibility, trust, and growth.
🗞 Journalism and global brand building
Began career as a journalist (BBC, Evening Standard, Courier, Gentleman’s Journal), interviewing political leaders, high-profile founders, and cultural icons – like Jeff Goldblum, Riz Ahmed and James Dyson. Took my knack for building strong earned content strategies and transitioned into brand leadership roles at John Lewis and Dyson. Started heading global editorial teams, launching major campaigns, and developing content strategy at scale. Background combines journalistic clarity, brand sophistication, and strategic insight—making complex ideas understandable, memorable, and commercially impactful.
🚀 Advisory, brand strategy, and narrative positioning
Marketing is hard, and for most finance firms it’s not the focus. But when it suddenly starts to matter, even the most sophisticated funds can find themselves struggling to tread water – navigating opinions from agencies, boards and investors. Using my background, I help private equity firms, asset managers, venture capital funds, and investor-backed companies on strategic communications, brand positioning, and narrative clarity – with a strong focus on content. Helps GPs and founders craft compelling, differentiated stories for fundraising, repositioning, or growth. Trusted for expertise at the intersection of investment strategy, content, and brand – particularly within private markets, venture capital, and growth equity.