PBWM Head of Content & Communications

Overall purpose of role

In this Director level role, the purpose of the Head of Content and Communications is to provide strategic leadership of PBWM’s global content function to enhance reputation and support PBWM commercial and client objectives. This multifaceted, senior level role is responsible for setting and executing the content and communication strategy across the PBWM client continuum; overseeing content pipeline, activation and performance and leading the transformation agenda to elevate content creation and digital distribution. Strong stakeholder management and people leader skills are essential, with experience of leading high-performing teams and fostering a culture of innovation, and continuous improvement.

Key Accountabilities

Key responsibilities span content and communication strategy and planning; content development and activation; digital marketing channel management and performance reporting and measurement.

Strategic Leadership and Vision:

• Define and lead the global content strategy that highlights and promotes the bank’s strategic objectives and goals across multiple channels to clients across the PBWM continuum.
• Provide visionary leadership to the Content and Communications team, fostering a culture of innovation, excellence and collaboration.

Executive Oversight & Governance:

• Ownership of the content calendar, editorial pipeline and resource planning ensuring alignment with business objectives, client need, flagship research reports and integrated marketing campaigns.
• Direct the development of high quality, insight led content across multiple formats including articles, video, digital tools, reports and animations. Use data driven insights to create and scale hyper-personalised client content for different personas ensuring brand consistency across all platforms and communications.
• Establish and maintain governance frameworks to ensure content quality and compliance with regulatory requirements such as Consumer Duty, GDPR, MiFID and Cross Border.
• Oversight of client communication including managing crisis communications, ensuring compliance with regulations

Performance Measurement and Continuous Improvement:

• Lead the development and implementation of performance metrics and reporting frameworks to measure the effectiveness of content and communications initiatives.
• Drive continuous improvement by leveraging data and analytics to optimise content strategies and enhance performance.
• Direct the development of high quality, insight led content across multiple formats including articles, video, digital tools, reports and animations. Use data driven insights to personalise content for different personas ensuring brand consistency across all platforms and communications.

Cross-functional Collaboration and Influence:

• Collaborate with Digital, UX and Development teams, as well as COO to set transformation roadmap for content delivery and distribution across digital channels in line with PBWM’s client experience strategy.
• Work closely with the Head of Marketing Effectiveness to monitor content performance and continually refine content for improved discoverability, engagement and ROI.
• Be a key strategic partner and advisor to the PBWM Global Head of Marketing providing advice on content and thought leadership.

Purpose of the role

To create content that highlights and promotes the bank’s goals and objectives across various platforms and omnichannels to appropriate channels by crafting compelling narratives and designing engaging visual content

Accountabilities

• Collaboration with internal stakeholders to develop content messages, themes and topics which communicate the bank’s objectives.
• Management of the end-to-end content creation process including as needed writing, editing, animation creation, and static asset development which will be used and communicated across platforms.
• Management of content that engages clients and other stakeholders via articles, social media, videos and infographics.
• Monitoring the performance of content across various channels using analytics tools.
• In certain cases, development and maintenance of platforms such as microsites to promote the bank’s business objectives, values, products, services and campaigns for specific 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.