Head of ICB Marketing

Barclays Overview

Barclays is a British universal bank. We are diversified by business, by different types of customers and clients, and by geography. Our businesses include consumer banking and payments operations around the world, as well as a top-tier, full service, global corporate and investment bank, all of which are supported by our service company which provides technology, operations and functional services across the Group.

We are an equal opportunity employer and we are opposed to discrimination on any grounds.

Working Flexibly

We’re committed to providing a supportive and inclusive culture and environment for you to work in. This environment recognises and supports ways to balance your personal needs, alongside the professional needs of our business. Providing the opportunity for all our employees, globally to work flexibly empowers each of us to work in a way that suits our lives as well as enabling us to better service our customers’ and clients’ needs. Whether you have family commitments or you’re a carer, or whether you need study time or wish to pursue personal interests, our approach to working flexibly is designed to help you balance your life. If you would like some flexibility, then please discuss this with the hiring manager, and your request will be reviewed subject to business needs.

Hybrid Working

BBPLC – All locations

We are currently in the early stages of implementing a hybrid working environment, which means that many colleagues spend part of their working hours at home and part in the office, depending on the nature of the role they are in. Please discuss the detail of the working pattern options for the role with the hiring manager.

The Corporate and Investment Bank

Barclays Corporate and Investment Bank (CIB) provides large corporate, government and institutional clients with a full spectrum of strategic advisory, financing and risk management solutions to help them innovate and grow.

The Corporate and Investment Bank (CIB) Marketing Function
The Corporate and Investment Bank Marketing function delivers a range of services to meet CIB commercial objectives, ranging from marketing strategy through to execution, in order to deliver maximum value back to our core businesses. This team is responsible for supporting and enhancing awareness of the Corporate and Investment Bank’s insights and product & service expertise, primarily through digital marketing channels and its global website,www.barclays.com/cib.

Overall purpose of role

The role is to develop and implement the ICB marketing strategy working with the broader CIB Marketing team and key business stakeholders. The D should be viewed as the marketing point person in and strategic partner for input on developing and articulating strategy and creation of relevant content to build, amplify and broadcast CIB’s profile in key ICB markets and to key ICB clients.

The D will work with internal business partners and external agencies to build content marketing programs in support of our thematic insights and commercial priorities, reflecting client activity and thought leadership. You will also promote CIBs public website www.barclays.com/cib as a global hub for content, through the development of digital marketing campaigns that drive traffic to specific feature articles via display, native, pre-roll and social media units.  Significant support will also be required for flagship conferences and events. This role requires a deep understanding of institutional financial markets, B2B target audiences and tactics, attention to detail, and exceptional project management skills.

Key Accountabilities

• Develop and implement the ICB marketing strategy, building strong relationships across ICB to identify and develop marketing opportunities that support commercial objectives
• Transform raw content from business stakeholders into compelling, audience-relevant marketing assets, distilling complex topics into clear, benefit-led marketing communications
• Help to deliver CIB’s global strategy through content and events targeting ICB clients; ensure that all tactics are fully aligned with business requirements and priorities
• Build out ICB Marketing capabilities within CIB Marketing team, including training and mentoring of team members across regions and time zones
• Direct internal and external resources to create marketing materials including but not limited to written articles, videos, infographics, social posts, digital advertising, and event assets
• Grow awareness and traffic to www.barclays.com/cib by providing users with regular, useful and engaging content that’s aligned with their business decision-making needs and interests
• Coordinate closely with Events, Roadshows and Sponsorship team to amplify the Barclays brand to ICB clients, ensuring we maximize event speakers and content for marketing activity
• Monitor market trends and competitor activity to ensure our marketing and advertising approach is tailored and relevant, while remaining differentiated from competitors
• Measure and report on the impact of marketing activities to maximize ROI. Understand the impact from marketing to guide strategy and spend optimization decisions

Stakeholder Management and Leadership

The role will interact with senior stakeholders from across the Corporate and Investment Bank business as well as the Barclays Group. The role will require a strong individual, a self-starter and self-motivated person who is prepared to go out and build their networks. The person should be able to speak knowledgeably and confidently about finance and markets, as well as marketing best practice. when advising colleagues and directing agencies to execute.

Decision-making and Problem Solving

The ideal candidate will need to be able to juggle a number of ongoing projects at the same time with associated deadlines and budgets.  They will need to be calm under pressure and think through problem solving both logically and creatively.  They will need to be able to make decisions in a timely manner, often ‘on the job’ and deliver quality and quantity.

Risk and Control Objective

Ensure that all activities and duties are carried out in full compliance with regulatory requirements, Enterprise Wide Risk Management Framework and internal Barclays Policies and Policy Standards.

Person Specification

The individual in this role will need to demonstrate an understanding of institutional/B2B financial services, economics and capital markets generally. This role will require an ability to translate complex ideas into simple packaging – clear communications skills are vital.

Essential Skills/Basic Qualifications:

• Degree in Business, Communications or Marketing plus 10+ years progressive experience in a relevant role, with B2B financial marketing experience
• An excellent storyteller with a digital marketing and data-driven mindset who can understand and translate business needs and audience insights into actionable marketing strategy
• A team player with the ability to develop highly effective relationships with internal and external stakeholders
• Service and results orientation – converting strategy to action plans for flawless execution within budget and on schedule, while remaining flexible and adaptable in approach.

Desirable skills/Preferred Qualifications:

• Project and agency management experience
• Deep understanding of institutional financial markets and B2B target audiences and tactics
• Ability to translate complex ideas into simple packaging
• Prior experience as a people manager, including building high performing teams, training new talent, developing, upskilling and retaining individual contributors

Purpose, Values and Mindset

We deploy finance responsibly to support people and businesses, acting with empathy and integrity, championing innovation and sustainability, for the common good and the long term.

Our values underpin everything we do: Respect, Integrity, Service, Excellence and Stewardship.

Respect

We harness the power of diversity and inclusion in our business, trust those we work with, and value everyone's contribution.

Integrity

We operate with honesty, transparency and fairness in all we do.

Service

We act with empathy and humility, putting the people and businesses we serve at the centre of what we do.

Excellence

We champion innovation, and use our energy, expertise and resources to make a positive difference.

Stewardship

We prize sustainability, and are passionate about leaving things better than we found them.

Our Mindset shapes how we take action, living by our Values, driven by our Purpose, always with our customers and clients at the heart of what we do; our Mindset is to Empower, Challenge and Drive.

Empower

Trust and support each other to deliver. Make decisions with those closest to the topic. Include diverse perspectives. Celebrate success and learn from failure.

Challenge

Question whether things can be done better. Use insights based on data to inform decisions. Be curious about how we can adapt and improve. Speak up and be open to alternative viewpoints.

Drive

Focus on outcomes. Deliver with pace. Be passionate and ambitious about what we do. Take personal responsibility. Actively build collaborative relationships to get things done.