Product and Proposition Director - Mass Market Segment

The Segments and Propositions Director for Customer Strategy and the Mass Market Segment, will:

• Be responsible for defining and owning a clear and executable BUK customer segment strategy and vision that accounts for industry trends and helps shape the prioritisation of products and service model to optimise delivery, in collaboration with Segment leads.
• Lead a team in the development of a segment strategy to maximise value from the Mass Market base by designing and building Blue propositions.

Grounded in research and data, they will effectively operationalise the propositions to drive excellent customer experience and strong commercial value within appropriate risk tolerance levels.

The role will require strong enterprise level leadership and collaboration to drive implementation, execution and alignment to the BUK customer segmentation strategy across product, channels and propositions. It will also require confidence and expertise in strategic thinking, commercial management, and creative problem solving to continuously achieve outcomes in a constantly changing environment.

Responsibilities

• Design and own a clear and executable BUK customer segmentation strategy and embed it in the development and prioritisation of propositions, products and service model.
• Identify opportunity pools to target with differentiated propositions where we can have a competitive advantage
• Design tailored propositions for Mass Market customers, backed by robust business cases, harnessing the capabilities and strengths across the entire organisation to build and deliver
• Manage segment and operate propositions to drive short - and long-term customer, commercial, and risk objectives

Approach

• Apply an enterprise leadership and collaborative approach working with product, channels, marketing, technology, etc. to identify key opportunities, align roadmaps, and deliver against segment outcomes in a coordinated and efficient way
• Focus owned capabilities ruthlessly against strategic outcomes to unblock pinch points, fill critical gaps, or amplify key priorities

Key Metrics

• Maximising the value of our book by effective implementation and execution of the BUK Customer segmentation strategy across products, channels and propositions. ensuring full compliance with regulatory requirements
• Improve customer satisfaction, advocacy, and depth of relationship (average product holdings) in target opportunity pools

Purpose of the role

To manage and develop existing and new products and/or services; and where applicable, ownership of related customer and colleague journeys, develops the product strategy, drive change through Barclays execution teams, make key decisions in the product lifecycle and own associated outcomes for customers, colleagues and the bank, achieved through appropriate service level agreements, regulatory compliance, risk management and controls. 

Accountabilities

• Development of customer level strategies & solutions that are tailored to customers’ needs.
• Subject Matter Expert in the applicable Product/Proposition team and be able to confidently guide and advise stakeholders at all levels in the Bank on the application of existing and new products/propositions and related customer and colleague journeys.
• Development of product propositions, and/or service strategy, define the priorities for delivering the outcomes needed to deliver the strategy and lead execution of the priorities.
• Development of different commercial and business models through a strong understanding of the financial drivers of the P&L for the relevant segment/ proposition/ journey.
• Evaluation of the technical feasibility, legal compliance, and potential risks associated with the development and launch of the new product.
• Monitoring of market trends and analysis feedback from internal employees and target customers through prototypes, user testing sessions, and beta programs to identify areas for improvement to refine the product / process before launch.
• Management of comprehensive launch plans and technical deployments for products that establish rollout timelines, marketing strategies, training initiatives and communication channels to promote the launch new products effectively.
• Monitoring of key metrics such as adoption rates, usage patterns, customer satisfaction (including complaints), and revenue generation to assess the product's performance against set goals.

Director Expectations

• 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.