Head of Mass Affluent Acquisition and Digital Engagement

About Mass Affluent 

The Mass Affluent Business represents a significant growth opportunity for the bank as we expand our ability to address the Advice Gap in the UK and serve clients with investable assets below £1 million. As part of our broader Affluent segment, this innovative offering is planning-led, providing clients with straightforward and accessible investment solutions tailored to their individual needs. Clients within the proposition benefit from a seamless journey that integrates digital channels with expert adviser support, ensuring a truly connected experience.  

Overall purpose of role 

As Head of Mass Affluent Acquisition and Digital Engagement, you will lead the strategic direction and delivery of our Mass Affluent client acquisition agenda, driving growth within this high-potential business areas. This role is responsible for shaping a multi-year strategy to attract and engage clients with investable assets below £1 million, leveraging data insights, digital innovation, and strong stakeholder relationships. By collaborating across the business and with external partners, you will play a pivotal role in expanding our reach and delivering sustainable commercial success for the Mass Affluent segment. 

Key Accountabilities 

• Accountable for defining and delivering a 3–5 year acquisition strategy to achieve commercial targets for the Mass Affluent business. 

• Responsible for ongoing relationship management with Barclays UK and internal lead generation networks for the Mass Affluent segment. 

• Lead the development and management of key external introducer channels. 

• Define and coordinate the delivery of a data strategy for identifying target clients. 

• Use data insights to recommend resource allocation to achieve commercial targets. 

• Own the marketing and content strategy for Mass Affluent, working with key stakeholders across the business. 

• Ensure a coordinated approach with Digital Investing and other PBWM businesses for client acquisition, marketing, content, and engagement. 

Stakeholder Management and Leadership  

• Build and maintain strong relationships with key stakeholders including Mass Affluent Distribution, Digital Investing, PBWM, Barclays UK, and external introducers. 

• Collaborate with cross-functional teams to ensure strategic alignment and delivery of acquisition, marketing, and engagement initiatives. 

• Act as principal contact point for key clients and senior counterparts in other functions/business divisions. 

• Influence and negotiate with senior stakeholders internally and externally to drive business objectives. 

Decision-making and Problem Solving  

• Apply advanced analytical skills and commercial judgement to inform strategic decisions and resource allocation. 

• Demonstrate agility in prioritising and organising complex workloads, solving problems creatively and decisively. 

• Leverage digital expertise and sector experience to drive continuous improvement and innovation. 

• Operate effectively in ambiguous and fast-paced environments, delivering clear and impactful outcomes for the business. 

Risk and Control Objective  

Take ownership for managing risk and strengthening controls in relation to the work you do 

Purpose of the role

To identify and capitalise on business opportunities, expansion of the customer base, relationship management, and driving of revenue growth.  

Accountabilities

• Execution of market research and analysis to support the identification of potential opportunities, market trends, and customer needs, to develop strategies for business growth.
• Identification of leads through various channels such as networking, referrals, cold calling, and attending industry events.
• Management of existing client relationships to understand their needs and identify opportunities for cross-selling or upselling banking products and services.
• Development and execution of strategies to acquire new business and expand the customer base, including preparation of proposals, presentations, and negotiation of contracts.
• Collaboration with product managers, credit analysts, product specialists, operations, and other internal stakeholders to ensure seamless delivery of products and services to clients.
• Forecasting of sales targets and tracking progress against goals, including regular reports on business development activities, pipeline status, and sales performance to management.
• Contribution to the development of business development strategies and initiatives to drive revenue growth and achieve business objectives.

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.