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Director, Head of Marketing Analytics & Engagement

London, United Kingdom; Knutsford, United Kingdom; Northampton, United Kingdom; Glasgow, United Kingdom; Greater Manchester, United Kingdom

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Date live: 20/01/2026

Business Area: Decision Intelligence

Area of Expertise: Product Development & Management

Contract: Permanent

Reference Code: JR-0000089677

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Barclays Product Development & Management

In a role in Product Development & Management, you'll oversee our entire product lifecycle. Your responsibilities include gathering and prioritising product and customer requirements, defining product vision, and ensuring successful delivery and ongoing performance.

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As a senior leader within the Decision Intelligence team, the role holder will be directly accountable for shaping and influencing BUK strategy and working with ExCo level audiences to make customer centred Decisions for our c.20m customers. They will be responsible for transforming the way we understand and support our customers, through the effective use of marketing measurement, the utilisation of a strong customer targeting approach and NBA,  and in doing so transform the fortunes of the business through optimisation and Customer Lifecycle Management Analytics, ultimately driving the Customer Engagement strategy and prioritisation. 

They will be a strategic partner to senior stakeholders across the business, Barclays Group and 3rd parties, driving consistently excellent outcomes and helping BUK achieve its overall strategic ambitions. They will play a key role in the broader management of the team, the successful execution of objectives and activity by more-junior members, and in developing and maintaining a high-performance culture.

The role will require in depth knowledge of Marketing measurement and optimisation, with a history of successfully optimising the impact of marketing activities and business priorities to improve return on investment (ROI), customer engagement and drive business growth. 

You will be a thought leader in the field of analytics in order to make numerous, frequent, and complex business decisions to drive the business and deliver on the immediate and future goals of the business. You can manage teams both onsite and offsite. People will trust you for your decision making, for your experience and you can communicate technical solutions effectively to both technical and non-technical users. 

Accountabilities

  • Strategy: Development and implementation of strategies to improve the efficiency and effectiveness of banking operations, using data led insights.
  • Drive the vision and strategy across the organisation ensuring alignment with business objectives and customer needs, inclusive of internal and external customers, clients, or partners. Ensure delivery of key strategic initiatives to embrace a customer journey led approach and unlock high quality business capabilities that drive business and customer value.
  • Drive Product Innovation: Lead initiatives to innovate and evolve product offerings by staying ahead of market trends, customer needs, and emerging technologies, ensuring the product remains competitive and forward-thinking.
  • Forward Planning: develop a forward plan of Priorities that drive delivery of the business strategy and presented at varying degrees of detail with suitable strategic narrative. These priorities should include the allocation of Strategic Investment (SI), phasing of delivery milestones and incremental hiring.
  • Problem Statement: proactively lean into critical priorities, where additional support is required, partnering with the respective AEs to define a clear set of objectives, constraints and scope. 
  • Lead: Demonstrably act as one of BUKs thought leader (internally and externally) and acknowledged analytics experts acting as an Advisor to the Head of Advanced Analytics and members of BUK ExCo with the ability to challenge the BUK senior leadership including Executive Committee Members on commercial value capture opportunities
  • Use interpretative thinking and advanced analytical skills to solve problems and design solutions in often complex/ sensitive situations.
  • Maintain broad and comprehensive knowledge of industry theories and practices within own discipline alongside up-to-date relevant sector / functional knowledge, and insight into external market developments / initiatives. Develop a deep understanding of how competitors are using data to support customers, reacting to changes and creating products.

Purpose of the role

To identify and apply customer insight, market research and data analysis in order to inform business strategy, delivering successful proposition, experience and communication strategies to achieve deeper Customer relationships, commercial return, and improved reputational positioning, by putting the Customer Voice at the heart of everything we do. 

Accountabilities

  • Relationship management of Product, Channel and Marketing stakeholders, including identifying relevant stakeholders, and provision of consultancy services to define the key business questions to be addressed through research.
  • Development of strategic direction for Customer Experience, proposition and communications development, including the implementation of up to date research methodologies and processes.
  • Conducting thorough market research to understand market trends, competitive landscape, and regulatory changes to identify market opportunities.   .
  • Monitoring of emerging technologies, industry trends, design best practices, societal changes, and economic trends that may impact the Customer landscape and influence Barclays strategic decisions.
  • Delivery of high quality, cost-effective and Agile research services, through effective management of internal and external research providers.
  • Management of all risk relating to the Insight process, (and in particular Data Privacy risk) including identification of potential risks, development of strategies to mitigate those risks, and maintenance of alignment with Chief Controls Office and Data Privacy Compliance.
  • Management of all Insight programmes, including oversight of colleagues and their performance, implementation of departmental goals and objectives, oversight of department efficiency and effectiveness.   .

Director Expectations

  • To manage a business function, providing significant input to function wide strategic initiatives. Contribute to and influence policy and procedures for the function and plan, manage and consult on multiple complex and critical strategic projects, which may be business wide..
  • They manage the direction of a large team or sub-function, leading other people managers and embedding a performance culture aligned to the values of the business. Or for an individual contributor, they lead organisation wide projects and act as deep technical expert and thought leader, identifying new ways of working and collaborating cross functionally. They will train, guide and coach less experienced specialists and provide information affecting long term profits, organisational risks and strategic decisions..
  • Provide expert advice to senior functional management and committees to influence decisions made outside of own function, offering significant input to function wide strategic initiatives.
  • Manage, coordinate and enable resourcing, budgeting and policy creation for a significant sub-function.
  • Escalates breaches of policies / procedure appropriately.
  • Foster and guide compliance, ensure regulations are observed that relevant processes in place to facilitate adherence.
  • Focus on the external environment, regulators, or advocacy groups to both monitor and influence on behalf of Barclays, when appropriate.
  • Demonstrate extensive knowledge of how the function integrates with the business division / Group to achieve the overall business objectives.
  • Maintain broad and comprehensive knowledge of industry theories and practices within own discipline alongside up-to-date relevant sector / functional knowledge, and insight into external market developments / initiatives.
  • Use interpretative thinking and advanced analytical skills to solve problems and design solutions in often complex/ sensitive situations.
  • Exercise management authority to make significant decisions and certain strategic decisions or recommendations within own area.
  • Negotiate with and influence stakeholders at a senior level both internally and externally.
  • Act as principal contact point for key clients and counterparts in other functions/ businesses divisions.
  • Mandated as a spokesperson for the function and business division.

All Senior 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.

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.

Barclays welcomes applications from all candidates and is committed to ensuring reasonable adjustments (accommodations) are put in place to allow for a fair and inclusive recruitment process. For more information and how to request one, please review Adjustments to the recruitment process.

We’re a global, vital and highly respected financial organisation with an inspiring Purpose. Operating in 39 countries and employing around 100,000 people across the world, we help communities, individuals and businesses thrive. And we’ve created financial solutions and technology that the world now takes for granted. A career with us can offer incredible variety, depth and breadth of experience, and the chance to learn from some of the best minds in technology and finance.

To find out more about Barclays' strategy please click here.

We are an equal opportunity employer and opposed to discrimination on any grounds. It is the policy of Barclays to ensure equal employment opportunity without discrimination or harassment on the basis of race, colour, creed, religion, national origin, alienage or citizenship status, age, sex, sexual orientation, gender identity or expression, marital or domestic/civil partnership status, disability, veteran status, genetic information, or any other basis protected by law.

Barclays is required by law to confirm that you have the Legal Right to Work in any role that you apply for. If you currently hold a work visa sponsored by Barclays, or you would require sponsorship from Barclays, you must declare this as part of your application. Sponsored visas are role and entity specific and any changes must be reviewed. It is important that you ensure you are working on the correct visa at all times. Failure to accurately disclose your visa status or Legal Right to Work may result in your application or any employment offer being withdrawn at any time.

This is Barclays London

Our global HQ is in Canary Wharf, at the heart of London’s financial district. There are over 10,000 colleagues here – a hugely diverse workforce made up of the world’s best financial and tech talent. If you love the buzz of city life, this is the place to be.

Cycle or run to work? We’ve got everything you need – from cycle hire and parking areas to new showering and changing facilities.

CoSpace is our drop-in co-working space, where networks are built, problems are solved collectively and our community is strengthened.

Our Wellness Suite includes a well-equipped gym and exercise studios, and provides personal training sessions and massage therapy.

Our new trading floors enhance communication, integrate sustainability, and support health and wellbeing through innovative design and British-sourced furniture.

This is Barclays London

Our global HQ is in Canary Wharf, at the heart of London’s financial district. There are over 10,000 colleagues here – a hugely diverse workforce made up of the world’s best financial and tech talent. If you love the buzz of city life, this is the place to be.

Supporting active commuters

Cycle or run to work? We’ve got everything you need – from cycle hire and parking areas to new showering and changing facilities.

Time to connect

CoSpace is our drop-in co-working space, where networks are built, problems are solved collectively and our community is strengthened.

Wellbeing in focus

Our Wellness Suite includes a well-equipped gym and exercise studios, and provides personal training sessions and massage therapy.

Advanced trading floors

Our new trading floors enhance communication, integrate sustainability, and support health and wellbeing through innovative design and British-sourced furniture.

Multicultural ERGs at Barclays

Be you. Be valued. Belong.

We celebrate the unique perspectives and experiences each individual brings, believing our differences make us stronger and drive success.

You can learn more about our commitment to our colleague on our Inclusion and Opportunities page.

Learn more

Application Process

Your application

We’ll ask for information about you, your CV and cover letter.

1

Your assessment

Covering your behaviours and ability at work.

2

Your interview

Exploring your past experiences and skills.

3

Next step

We’ll request additional information so that you can complete our screening process

4
How to ApplyRead our FAQ's
Barclays

Working flexibly

We’re committed to providing a supportive and inclusive culture and environment for you to work in. This environment recognises and supports your personal needs, alongside the professional needs of our business. If you'd like to explore flexible working arrangements, please discuss this with the hiring manager. Your request will be reviewed in-line with the requirements of the role/business needs of the team.

Hybrid working

We have a structured approach to hybrid working, where colleagues work at an onsite location on fixed, ‘anchor’, days, as set by the business area. Please discuss the working pattern requirements for the role you are applying for with the hiring manager. Please note that working arrangements may be subject to change on reasonable notice to ensure we meet the needs of our business.

Barclays is built on an international scale.

Our geographic reach, our wide variety of functions, businesses, roles and locations reflect the rich diversity of our worldwide customer base. All of which means we offer incredible variety, depth and breadth of experience.
And the chance to learn from a globally diverse mix of colleagues, including some of the very best minds in banking, finance, technology and business. Throughout, we’ll encourage you to embrace mobility, exploring every part of our operations as you build your career.

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