Marketing Decision Intelligence Lead

Join us as a Marketing Decision Intelligence Lead at Barclays where you'll be responsible for building and owning a robust marketing measurement framework that assesses the true effectiveness of marketing activity and guides where investment should be prioritised. In this role, you will apply advanced analytical techniques - such as marketing mix modelling, multi‑touch attribution, econometrics, and incrementality testing - to understand which channels drive customer acquisition and how marketing contributes to sales outcomes. You’ll work closely with marketing teams to independently evaluate campaign performance, ROI, and channel effectiveness, providing data‑driven recommendations that inform strategy and budget allocation. Ultimately, you will help the business gain an unbiased, evidence‑based view of how well marketing activity performs and where future investment should be directed.

To be successful as a Marketing Decision Intelligence Lead, you should have experience with:

• Advanced analytical and statistical capability, with proven experience in marketing attribution modeling, campaign performance analysis, and ROI measurement

• Expertise in multi‑touch attribution, marketing mix modeling, experimental design, and incrementality testing, with the ability to apply these methodologies in real‑world marketing contexts

• Channel‑level marketing experience across Paid Search (PPC), Paid Social, and Programmatic

• Great ability to translate complex data insights into clear, actionable business recommendations, tailoring outputs for both technical and non‑technical audiences

• Excellent stakeholder management and communication skills, with experience consulting and influencing senior leaders

• Deep understanding of digital marketing metrics, customer journey analytics, and performance measurement frameworks across channels and platforms

• Commercial mindset with a collaborative working style, able to partner effectively with marketing, finance, data, and technology teams to drive data‑informed decision‑making

Some other highly valued skills may include:

• Proficiency in Python and SQL to support modelling, data manipulation, and exploratory analysis

• Broader machine learning experience, such as uplift modelling, predictive modelling, clustering, or propensity modelling

• Experience in market research methodologies (quantitative or qualitative) to complement analytical insight with customer understanding

• Exposure to customer journey, behavioural analytics, profitability or Lifetime Value modelling, helpful for linking marketing impact to downstream customer outcomes

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

This role can be based in either London, Glasgow or Northampton.

Purpose of the role

To provide independent and balanced advice and counsel to senior stakeholders through problem identification, solving and decision making practices.

Accountabilities

• Provision of strategic advice to Group Executives to support the decision-making process of business challenges and opportunities.
• Development and implementation of strategic advisory incentives to grow and optimise the bank’s operations, through market research and analysis.
• Collaboration with various stakeholder groups to identify the appropriate strategic direction type to meet the needs of Barclays clients and investors.
• Development of financial models to support strategic recommendations and transactions through financial data analysis, financial projects and considering the financial impact of transactions.
• Management of transactions, negotiations, transaction structure development and post-transaction integration.
• Collaboration with internal stakeholders to maintain client relationships, and develop new relationships to identify opportunities.
• Identification of industry trends, maintain peer benchmarking and developments related to strategic advisory services by attendings conferences, participating in training and conducting market research.

Vice President Expectations

• To contribute or set strategy, drive requirements and make recommendations for change. Plan resources, budgets, and policies; manage and maintain policies/ processes; deliver continuous improvements and escalate breaches of policies/procedures..
• If managing a team, they define jobs and responsibilities, planning for the department’s future needs and operations, counselling employees on performance and contributing to employee pay decisions/changes. They may also lead a number of specialists to influence the operations of a department, in alignment with strategic as well as tactical priorities, while balancing short and long term goals and ensuring that budgets and schedules meet corporate requirements..
• 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 be a subject matter expert within own discipline and will guide technical direction. They will lead collaborative, multi-year assignments and guide team members through structured assignments, identify the need for the inclusion of other areas of specialisation to complete assignments. They will train, guide and coach less experienced specialists and provide information affecting long term profits, organisational risks and strategic decisions..
• Advise key stakeholders, including functional leadership teams and senior management on functional and cross functional areas of impact and alignment.
• Manage and mitigate risks through assessment, in support of the control and governance agenda.
• Demonstrate leadership and accountability for managing risk and strengthening controls in relation to the work your team does.
• Demonstrate comprehensive understanding of the organisation functions to contribute to achieving the goals of the business.
• Collaborate with other areas of work, for business aligned support areas to keep up to speed with business activity and the business strategies.
• Create solutions based on sophisticated analytical thought comparing and selecting complex alternatives. In-depth analysis with interpretative thinking will be required to define problems and develop innovative solutions.
• Adopt and include the outcomes of extensive research in problem solving processes.
• Seek out, build and maintain trusting relationships and partnerships with internal and external stakeholders in order to accomplish key business objectives, using influencing and negotiating skills 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.