Head of Digital Investing Marketing

Join us as a Head of Marketing for Digital Investing at Barclays, where you will be accountable for setting the marketing strategy for the Digital Investing business. You will lead and execute comprehensive marketing programmes that drive customer acquisition, engagement, and retention across our direct investing platform. In this role, you will partner closely with the Commercial Team to understand business priorities and lead a matrixed execution team to build, execute, measure and scale marketing programmes that attract new customers and deepen engagement with existing ones. This is an exciting opportunity to shape and scale the Digital Investing business at one of the world’s leading financial institutions, where innovation and customer experience are at the heart of everything we do.

To be successful as a Head of Digital Investing Marketing, you should have experience with:

• Industry, Market and Competitor Expertise: A background in retail investment management, asset management, or a related field, with a deep understanding of direct-to-consumer investing propositions and market trends.
• Digital Marketing & Strategy: Proven multi-disciplinary experience in digital marketing and optimisation of digital channels (including website, social media, email) and paid media (including PPC) to deliver cohesive customer journeys and bold data-driven, customer-centric campaigns.
• Content Execution: partnering with content writers to build and execute an editorial calendar that supports business priorities and positioning objectives.
• Leadership & Collaboration: Good leadership skills to set vision, manage and build high performance matrixed execution teams.
• Good Analytical Skills: Experience in tracking and translating data insights into actionable strategies, optimizing marketing performance and customer engagement.

Some other highly valued skills may include:

• Data Protection & Privacy Knowledge: A solid understanding of data protection, privacy regulations, and best practices to ensure compliance in all marketing efforts.
• Innovation & Adaptability: A keen ability to innovate and adapt strategies in a fast-paced, evolving digital landscape.
• Experience in the use and advocacy of lean and agile practices and with project management principles and software
• Relevant Marketing Qualification: A recognized marketing qualification (e.g., CIM, Digital Marketing certification).

You may be assessed on the key critical skills relevant for success in 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 define customer objectives, analyse customer data, develop a testing plan, customer triggers and next best action communications to drive revenue growth through customer engagement, growth, and retention

Accountabilities

• Development of a comprehensive CRM strategy aligned with overall business objectives.
• Implementation of marketing automation processes to streamline and personalise customer communications.
• Customer needs assessment through research and data analytics to derive insights into customer behaviour and develop segmentation to tailor marketing activity to different target audiences, as needed.
• Development of plans and strategies for each customer segment, including setting of goals, communications, set up of triggers and measurement approach s, and regular review of progress.
• Selection, implementation and optimisation of CRM technology to meet business needs, where relevant.
• Collation of client feedback and insights to understand their evolving needs and preferences, leveraging data and analytics for the identification of trends and opportunities for improvement, if required.
• Maintenance of client records, including account information, interactions, and documentation, where appropriate.

Vice President Expectations

• To contribute or set strategy, drive requirements and make recommendations for change. Plan resources, budgets, and policies; manage and maintain policies/ processes; deliver continuous improvements and escalate breaches of policies/procedures..
• If managing a team, they define jobs and responsibilities, planning for the department’s future needs and operations, counselling employees on performance and contributing to employee pay decisions/changes. They may also lead a number of specialists to influence the operations of a department, in alignment with strategic as well as tactical priorities, while balancing short and long term goals and ensuring that budgets and schedules meet corporate requirements..
• If the position has leadership responsibilities, People Leaders are expected to demonstrate a clear set of leadership behaviours to create an environment for colleagues to thrive and deliver to a consistently excellent standard. The four LEAD behaviours are: L – Listen and be authentic, E – Energise and inspire, A – Align across the enterprise, D – Develop others..
• OR for an individual contributor, they will be a subject matter expert within own discipline and will guide technical direction. They will lead collaborative, multi-year assignments and guide team members through structured assignments, identify the need for the inclusion of other areas of specialisation to complete assignments. They will train, guide and coach less experienced specialists and provide information affecting long term profits, organisational risks and strategic decisions..
• 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 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.