Head of Brand and Customer Engagement (Tesco Bank)

We’re looking for a Head of Brand and Customer Engagement to shape a Tesco Bank that feels more helpful, more rewarding, and unmistakably Tesco in everything we do.

In this role, you’ll bring together brand, comms, insight and creativity to shape how we show up for customers every day; helping new customers discover us and ensuring our existing customers feel supported and valued. You’ll draw on both creative thinking and data‑driven insight, combining them to deliver broad-reaching campaigns alongside personalised 1:1 comms that genuinely make a difference.

Smarter, joined‑up marketing that cuts through complexity and keeps customers at the heart of every decision will be central to your leadership. You’ll set the pace across our short- and long-term plans, guiding brilliant integrated campaigns and overseeing how we talk to customers across all our channels.

Leading teams across comms, brand and CRM - and spanning our three strategic products of credit cards, loans and savings - you’ll collaborate closely with colleagues in Marketing, CX and the Value Stream, as well as our agency partners. The role spans the full customer lifecycle, from acquisition through to in‑life engagement, creating moments that feel clear, consistent and connected, while celebrating the best of Tesco and raising the bar for our customers.

Key Accountabilities

• Lead the development of annual and mid‑term marketing plans aligned to Tesco Bank’s strategy, customer needs and commercial objectives, ensuring these plans help make how we operate simpler.
• Ensure plans fully consider the customer lifecycle (acquisition, engagement, retention and cross‑sell) informed by market insight, customer research and competitor analysis, to deliver better journeys and experiences.
• Lead the creation and delivery of integrated, insight‑driven campaigns – across paid/organic digital and Tesco owned channels - with focus on effectiveness, efficiency and ROI.
• Lead in‑house CRM and servicing teams to deliver personalised, automated 1:1 communications across expanding channels (such as our mobile app), setting and optimising the data‑driven contact strategy to reach customers in the moments that matter and grow lifetime value.
• Use the Tesco Clubcard base as a strategic lever for engagement, cross‑sell and channel adoption, while ensuring robust regulatory compliance across all marketing, service and mandatory communications.
• Lead the strategy, stewardship and socialisation of Tesco Bank’s brand positioning, guidelines and assets, including its role within Barclays’ multibrand strategy and the Tesco Masterbrand.

Purpose of the role

To develop and implement marketing strategies to promote brand, products, and services across various markets

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.