Head of Marketing Effectiveness

Overall purpose of role

In this newly created Director level role, the Head of Marketing Effectiveness is required to strategically develop and enhance analytical and operational capabilities to empower smarter and faster decision making across the global marketing function. This role is pivotal in ensuring marketing has the right frameworks, KPIs and capability to interpret and act upon insights.  They will work closely with global and regional Marketing and Commercial teams to measure effectiveness and build a roadmap to identify opportunities for improvement and innovation. This is a critical leadership role at the heart of our PBWM growth engine, designed to deliver measurable results through data-driven strategy, performance excellence and operational efficiency. 

The successful candidate will be an inspiring leader of operations and analytics professionals able to deliver advanced frameworks and capabilities while maintaining Barclays' reputation as a trusted financial partner working within a regulated industry.  Strong stakeholder management and people leader skills are essential, with experience of leading high-performing teams.

Key Accountabilities

• Set and own the framework responsible for leading and driving the global effectiveness agenda, delivering actionable insights and operational efficiency.

• Lead, coach and develop the Marketing Effectiveness team within PBWM Marketing, fostering a culture of excellence, accountability and continuous improvement.

• Partner closely with the Data Tribes and Analytics teams across the Group to empower Marketing Leads with evidence-based analysis to inform decision making on marketing strategies, allocate budgets most effectively and refine campaigns for better results.

• Build a roadmap, in partnership with Marketing Leads, to identify opportunities for improvement and innovation including data sources, dashboards and models to build a more comprehensive picture of marketing performance across PBWM.

• Design and implement operational models and planning cadences to streamline decision making and increase speed to market.

• Lead oversight of budgets and partner with Finance and Marketing Leads to set targets, track progress and translate results into actionable insights for Executive Level stakeholders.
• Partner with Group Brand & Marketing, Execution Tribes and Channel Leads to scale marketing infrastructure (automation attribution and tracking) for the PBWM businesses and oversee the rollout, implementation and adoption of capability.

Purpose of the role

To collect analyse, and interpret data through statistical and analytical analysis techniques to gain insights into customer behaviour, campaign performance and market trends to drive informed decision-making

Accountabilities

• Marketing data collection and gathering from various sources, including external/internal datasets, surveys, and social media.
• Marketing data cleaning and preparation, ensuring accuracy, completeness, and consistency and developing marketing data models and predictive analytics.
• Statistical and analytical analysis techniques to explore data, includes the use of descriptive statistics, inferential statistics, data mining, and machine learning algorithms.
• A/B testing and other experimentation methodologies to refine marketing strategies.
• Presentation of findings and insights to stakeholders, providing actionable recommendations for continuous improvement, using various data visualisation, such as charts, graphs, and dashboards to explain complex data in a manner fit for the required audiences.

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.