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VP: Brand and Media Strategy and Planning

London, United Kingdom

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Date live: 07/08/2025

Business Area: Public Policy and Corp Responsibility

Area of Expertise: Marketing

Contract: Permanent

Reference Code: JR-0000064862

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Barclays Marketing

Join Marketing at Barclays to create integrated marketing strategies for Barclays. Your efforts will focus on planning, budgeting, and maximising ROI to enhance brand positioning and achieve commercial growth.

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Join Us at Barclays – Drive the Future of Brand Strategy! We're on the hunt for a visionary to take the reins as VP of Brand and Media, Strategy and Planning. This is more than a role—it's your opportunity to shape how millions engage with Barclays, driving a unified brand strategy that fuels long-term growth and relevance. You’ll be at the helm of cross-functional collaboration, insight-led planning, and executive-level influence.

If you’re someone who thrives on crafting compelling narratives and wants to be a catalyst in shaping our brand’s trajectory, this is your moment.

Core Competencies for a VP of Brand and Media, Strategy and Planning

1. Strategic Brand Leadership

  • Embed a unified brand strategy and plan aligned with organisational goals, brand and commercial imperatives.

  • Translate strategy and objectives, into exciting actionable briefs for agency partners.

2. Collaborative Planning and Governance

  • Lead the development of brand laydown plans that coordinate across business units, manage clashes, and optimise sequencing.

  • Facilitate regular planning sessions, ensuring alignment with leadership timelines and strategic milestones.

3. Stakeholder Engagement and Influence

  • Champion a high-functioning, cross-functional Community of Practice that fosters open, transparent, and outcome-oriented dialogue.

  • Build trust and credibility with senior stakeholders across marketing, insight and external agencies.

  • Tailor communication styles to stakeholder preferences—whether data-driven, visual, or conversational—to ensure clarity and buy-in.

  • Deliver excellent and compelling brand strategy thinking and documentation

4. Insight-Driven Decision Making

  • Leverage brand tracking, marketing mix modelling, and competitor insights to inform strategic decisions and optimise campaign performance.

  • Ensure insight flows are distilled into actionable recommendations, avoiding data overload and enabling timely decision-making.

  • Integrate colleague and customer voice into any research and subsequent briefs to drive the desired outcomes.

5. Operational Excellence and Accountability

  • Drive a culture of accountability and continuous improvement within the brand and media planning function.

  • Ensure timely delivery of executive papers, research debriefs, and strategic updates, with clear ownership and escalation paths.

  • Maintain rigorous documentation of actions, decisions, and timelines to support transparency and follow-through.

6. Executive Presence and Communication

  • Represent the brand strategy function with confidence and clarity in senior forums.

To be successful as a VP of Brand and Media, Strategy and Planning, you should have experience with:

  • Brand strategy experience and evidence of ability to translate this thinking and complex insight from all parts of the business into distilled and compelling papers (story telling)

  • Positive, collaborative spirit and peer leadership to get to the best outcomes across squads, virtual teams etc. without direct leadership

  • Extensive experience of Stakeholder engagement with strong negotiation skills, resilience, and emotional Intelligence

  • Strong work-ethic and a focus on delivery

  • Creative problem solving under pressure

  • Commercial understanding

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

Location: London

Anchor days in office: Monday, Tuesday, and Thursday

Purpose of the role

To develop the marketing strategy and associated plans, through an integrated planning cycle, to deliver against business objectives, ensuring marketing is a primary growth engine of the organisation

Accountabilities

  • Interpretation of Insight to understand the opportunities and threats related to the competitive landscape, target audience demographic, industry trends and economic factors.
  • Development of comprehensive marketing strategies that meet the specific needs of customers, identify commercial opportunities and are aligned to Barclays' overall business objectives.
  • Establishment of KPIs for marketing initiatives and define benchmarks for evaluating success.
  • Communication of findings and recommendations utilising data-driven insights related to marketing strategies, campaign objectives, and performance results to senior management, internal teams, and external partners.
  • Collaboration across the bank's departments to ensure the cohesive execution of marketing strategies, to promote the banks marketing goals and the efficient use of resources.
  • Management of the marketing teams planning process in certain cases.
  • Development of comm’s planning, including comm’s narrative and messaging hierarchy, 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.

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.

Find more information

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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