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Director of Loyalty Marketing

Wilmington, United States

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Date live: 08/19/2026

Business Area: See job description

Area of Expertise: Marketing

Contract: Permanent

Reference Code: JR-0000125531

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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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Strategic Responsibilities

Marketing & Campaign Strategy

  • Set and own the loyalty marketing aligned to goals for card usage, customer retention, engagement frequency, spend growth, and customer value.

  • Define clear customer value propositions for program mechanics including the shopping portal, dining offers, bonus cashback, and exclusive experiences.

  • Establish program success metrics and decision rights tied to engagement, activation, incremental spend, customer retention, and long-term loyalty.

Digital Creative Development & Channel Execution

  • Set the direction for customer-facing marketing assets and oversee team delivery in partnership with internal Centers of Excellence

  • Approve creative direction and ensure execution is consistent, compliant, customer-centered, and optimized across channels.

  • Guide UX, brand, and channel teams in using performance insights to improve messaging, visual treatments, and the overall customer experience.

Email Marketing & Contact Strategy

  • Set the email marketing strategy, including cadence, targeting, lifecycle triggers, and suppression logic, and oversee execution through Centers of Excellence.

  • Define the customer contact strategyto balance engagement with customer fatigue, ensuring communications are timely, relevant, and additive.

  • Align loyalty communications with enterprise marketing priorities and broader customer communication plans.

Personalization, Data & Offer Targeting

  • Set the strategy for usingcredit card transaction data and behavioral insights to personalize offers, messaging, and recommendations.

  • Define and approve use cases for segmentation, targeting, and next-best-offer strategies, ensuring alignment with data privacy, risk, and compliance standards.

  • Review program performance and direct refinements to personalization logic based on customer response, engagement patterns, and business results.

Gamification & Engagement Design

  • Set the vision forgamification and engagement design, including progress tracking, milestones, challenges, streaks, and bonus unlocks to increase repeat engagement and sustained card usage.

  • Direct Product and Technology partners to ensure gamified experiences are intuitive, motivating, scalable, and clearly communicated to customers.

  • Set measurement expectations for engagement mechanics and guide the team in iterating based on customer behavior, business outcomes, and control requirements.

Skills & Experience

Required

  • 5-10 years of demonstratedleadership experience in loyalty marketing, digital marketing, or customer engagement.

  • Strong experience setting strategy acrossemail marketing, digital channels, lifecycle marketing, and customer contact management.

  • Demonstrated ability to use customer data, insights, and performance metrics to shape strategy, guide investment decisions, and improve customer outcomes.

  • Experience leading teams and senior cross-functional stakeholders through complex initiatives, with clear ownership of decisions, trade-offs, and business outcomes.

Preferred

  • Experience in financial services, payments, or highly regulated industries.

  • Experience with credit card rewards, cashback programs, shopping portals, dining offers, merchant-funded offers, or co-brand loyalty programs.

  • Familiarity with gamification, behavioral design, or experimentation to drive customer engagement and repeat usage.

  • Comfort setting direction and making decisions in environments with regulatory, risk, compliance, and control considerations.

Role Characteristics

  • Senior strategic marketer and people leader with a strong bias toward measurable business and customer outcomes.

  • Comfortable setting enterprise-level direction while ensuring the team delivers high-quality execution.

  • Operates with high ownership, sound judgment, strong decision discipline, and resilience in complex, cross-functional enterprise environments.

Purpose of the role

To lead the loyalty marketing strategy, strengthen customer engagement, and drive long-term growth by delivering a differentiated loyalty ecosystem that increases card usage, customer value, and competitive advantage.

Role Summary

This Director role leads the end-to-end loyalty marketing strategy and program direction for Barclays’ Loyalty Ecosystem, designed to increase customer loyalty, card usage, and engagement through curated third-party shopping and dining offers, exclusive experiences, and co-brand offers.

The Director of Loyalty Marketing will set the vision, strategy, and decision framework for how Barclays’ Loyalty Ecosystem is presented to customers across digital and traditional channels. The role will oversee a Vice President of Loyalty Marketing and two Managers of Loyalty Marketing, ensuring marketing plans, offers, and customer experiences are clear, compelling, personalized, compliant, and aligned to business outcomes.

Operating at the intersection of Marketing, Data & Analytics, Product, Technology, Legal, Risk, and Compliance, this role establishes program priorities, approves key marketing decisions, and guides the team in translating business objectives into customer-facing campaigns, personalized experiences, and engagement strategies. Therole also defineshow customer data and behavioral insights are responsibly used to deepen customer relationships and improve program performance.

The Director serves as the senior orchestration point for the loyalty marketing program, balancing growth, customer experience, creativity, data-driven decisioning, regulatory requirements, operational discipline, and team leadership.

Accountabilities

  • Development and implementation of marketing strategies and delivery that aligns with the banks business objectives and are informed by market research, customer needs and competitive landscape.
  • Collaboration with product development, sales, and other departments to align marketing efforts with overall business objectives, to achieve specific, well defined outcomes, as needed.
  • Development of compelling and targeted content for various marketing channels, including print, media and related collateral, if needed.
  • Analysis of data to make informed decisions and optimize marketing strategies, use of data analytics tools to measure and report on the performance of marketing campaigns.
  • Management of the marketing budget, allocating resources to maximise ROI.
  • Defines marketing vision, sets goals, clarifies objectives and works across organisations to achieve specific, well defined outcomes.

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 role may be subject to enhanced governance arrangements. If successful, you may be required to comply with additional regulatory and compliance obligations, such as disclosure of personal trading activities and external interest/affiliations.

Further information on these requirements will be provided at a later stage of the process.

This is Barclays Wilmington

Wilmington is the headquarters of Barclays US Consumer Bank. To support our growth ambitions, we’re investing in a world-class campus that nurtures our culture and provides a fresh, modern and welcoming space for our colleagues and partners alike.

A historic building on the thriving Riverfront that we’ve renovated, and we’re proud of our contribution to the community’s growth.

The wellness experience at our campus is about opportunities for social connection, nourishing food and drinks, and dynamic working.

We bring the workplace to life for colleagues through bespoke events, initiatives, activities and growth opportunities.

We support future ways of working with thoughtfully planned spaces for individual work, collaboration, socializing, and wellbeing.

This is Barclays Wilmington

Wilmington is the headquarters of Barclays US Consumer Bank. To support our growth ambitions, we’re investing in a world-class campus that nurtures our culture and provides a fresh, modern and welcoming space for our colleagues and partners alike.

Hometown pride

A historic building on the thriving Riverfront that we’ve renovated, and we’re proud of our contribution to the community’s growth.

Focused on wellness

The wellness experience at our campus is about opportunities for social connection, nourishing food and drinks, and dynamic working.

Curated experiences

We bring the workplace to life for colleagues through bespoke events, initiatives, activities and growth opportunities.

Reimagining the workplace

We support future ways of working with thoughtfully planned spaces for individual work, collaboration, socializing, and wellbeing.

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
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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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