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.