Job Description

Purpose of the role

To define customer objectives, analyse customer data, develop a testing plan, customer triggers and next best action communications to drive revenue growth through customer engagement, growth, and retention

Accountabilities

• Development of a comprehensive CRM strategy aligned with overall business objectives.
• Implementation of marketing automation processes to streamline and personalise customer communications.
• Customer needs assessment through research and data analytics to derive insights into customer behaviour and develop segmentation to tailor marketing activity to different target audiences, as needed.
• Development of plans and strategies for each customer segment, including setting of goals, communications, set up of triggers and measurement approach s, and regular review of progress.
• Selection, implementation and optimisation of CRM technology to meet business needs, where relevant.
• Collation of client feedback and insights to understand their evolving needs and preferences, leveraging data and analytics for the identification of trends and opportunities for improvement, if required.
• Maintenance of client records, including account information, interactions, and documentation, where appropriate.

Assistant Vice President Expectations

• To advise and influence decision making, contribute to policy development and take responsibility for operational effectiveness. Collaborate closely with other functions/ business divisions.
• Lead a team performing complex tasks, using well developed professional knowledge and skills to deliver on work that impacts the whole business function. Set objectives and coach employees in pursuit of those objectives, appraisal of performance relative to objectives and determination of reward outcomes
• 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 lead collaborative assignments and guide team members through structured assignments, identify the need for the inclusion of other areas of specialisation to complete assignments. They will identify new directions for assignments and/ or projects, identifying a combination of cross functional methodologies or practices to meet required outcomes.
• Consult on complex issues; providing advice to People Leaders to support the resolution of escalated issues.
• Identify ways to mitigate risk and developing new policies/procedures in support of the control and governance agenda.
• Take ownership for managing risk and strengthening controls in relation to the work done.
• Perform work that is closely related to that of other areas, which requires understanding of how areas coordinate and contribute to the achievement of the objectives of the organisation sub-function.
• Collaborate with other areas of work, for business aligned support areas to keep up to speed with business activity and the business strategy.
• Engage in complex analysis of data from multiple sources of information, internal and external sources such as procedures and practises (in other areas, teams, companies, etc).to solve problems creatively and effectively.
• Communicate complex information. 'Complex' information could include sensitive information or information that is difficult to communicate because of its content or its audience.
• Influence or convince stakeholders 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.

Join Barclays as a Gap ECM Marketing Lead, AVP, where you will play a key role in driving engagement and marketing effectiveness across strategic campaigns. In this position, you will support the development and execution of integrated engagement campaigns, partnering closely with cross-functional teams to align marketing efforts with business targets. You will also be responsible for collaborating on campaign strategy, coordinating key programs and priorities, providing creative direction and oversight, and ensuring the successful delivery of marketing campaigns from planning through execution. As well as monitor campaign performance, identify opportunities for optimization, and help deliver compelling, targeted communications that strengthen stakeholder engagement and support overall business growth.

To be successful as a Gap ECM Marketing Lead, AVP, you should have experience with:

• Marketing, credit card products, or related financial services

• Developing strategic recommendations on key business targets to achieve growth targets surrounding onboarding of new customers, drive benefit reinforcement, and/or spend

• Maintaining end-to-end guidance of campaigns from development of business requirements and offer selection/optimization through execution, fulfillment, and reporting

Some other highly valued skills may include:

• Ample self-starter who can engage a virtual, cross organizational team without formal direction

• Confirmed ability to guide multiple priorities simultaneously, ability to identify issues in advance

• Understand roadblocks and work within the organization to identify and implement solutions

You may be assessed on the key critical skills relevant for success in the role, such as risk and controls, change and transformation, business acumen, strategic thinking, digital and technology, as well as job-specific technical skills.

This role is located in Wilmington, Delaware.