Senior Brand Expression Manager - 12 Months Full Time Contract

Senior Brand Expression Manager

In this strategic role within the Barclays Group Brand Expression and Management team, you will shape the global brand expression for Barclays and Barclaycard. You will lead the definition of their strategic brand expression across all touchpoints—digital, print, and physical. Your responsibilities include translating the brand strategy into impactful and distinctive expressions, developing the Barclays Masterbrand visual identity system, and creating new brand expressions for extensions and partnerships.

You will also act as a brand expression consultant, embedding principles across the organisation through internal communications and training programs. Additionally, you will provide consultancy for key strategic projects and act as the custodian of the global brand expression, inspiring colleagues and agencies to deliver best-in-class brand design. You will develop design strategies and assets for all global brand touchpoints and facilitate regular creative forums with partner agency directors.

Experience and Skills

• Experience leading and developing a complex brand
• Design thinking: highly visual, instinctively creative and conceptual thinker
• Creative acumen: experienced and considerable eye for brand design, creative evaluation and execution
• Strategic brand focus: appreciation and passion for managing the brand as a strategic asset
• Client/agency-side design management and brand identity management experience
• Proven expertise developing strategic design systems and brand experience programs for complex brands across all applications, including print, digital and environments
• Detailed understanding of production and implementation processes across all formats

Key Critical Skills

You may be assessed on the key critical skills relevant for success in the role, such as risk and controls, change and transformation, business acumen, strategic thinking, and digital and technology, as well as job-specific technical skills.

Purpose of the Role

To plan, develop and implement brand strategies, based on research and analysis, that align with the overall business objectives to protect and enhance its market presence and position.

Accountabilities

• Development and maintenance of brand assets and guidelines that define how the brand looks, sounds, and feels across all touchpoints.
• Collaboration with creative teams, advertising agencies, and other partners (internal and external) to create compelling and effective brand campaigns that enhance brand awareness, loyalty, and engagement.
• Analyse brand performance KPIs, brand competitiveness, and product trends in the marketplace.
• Budget management (if applicable) for brand-related activities, ensuring cost-effectiveness and a positive return on investment.

Vice President Expectations

• Advise key stakeholders, including functional leadership teams and senior management, on functional and cross-functional areas of impact and alignment.
• Manage and mitigate risks through assessment, in support of the control and governance agenda.
• Demonstrate leadership and accountability for managing risk and strengthening controls in relation to the work your team does.
• Demonstrate comprehensive understanding of the organisation's functions to contribute to achieving the goals of the business.
• Collaborate with other areas of work, for business-aligned support areas to keep up to speed with business activity and the business strategies.
• Create solutions based on sophisticated analytical thought comparing and selecting complex alternatives. In-depth analysis with interpretative thinking will be required to define problems and develop innovative solutions.
• Adopt and include the outcomes of extensive research in problem-solving processes.
• Seek out, build, and maintain trusting relationships and partnerships with internal and external stakeholders in order to accomplish key business objectives, using influencing and negotiating skills to achieve outcomes.

All colleagues will be expected to demonstrate the Barclays Values of Respect, Integrity, Service, Excellence and Stewardship—our moral compass, helping us do what we believe is right. They will also be expected to demonstrate the Barclays Mindset—to Empower, Challenge and Drive—the operating manual for how we behave.