Senior Brand Strategy Manager

Join us as a Senior Brand Strategy Manager at Barclays where you'll be primarily responsible for shaping the brand strategy for Barclays UK, working with teams across Barclays UK and the broader Barclays Group. Aligned to the Group strategy, you will be responsible for defining and driving the brand priorities for Barclays UK, leverage data and insights to ensure we have a great, coherent brand strategy across multiple customer segments and propositions that supports the business. This includes leading our multi‑brand go‑to‑market brand positioning across our portfolio of brands (including Barclaycard, Tesco Bank and partner brands), work with our Insights teams to ensure we have an accurate and actionable understanding of brand health translated into strategic recommendations, and championing the consistent application of our brand identity and brand codes across all touchpoints, guiding teams across the organisation to deliver a unified, distinctive and high‑quality brand experiences and communications.

To be successful as a Senior Brand Strategy Manager, you should have experience with:

• Good brand strategy background for large‑scale or complex brands
• Ability to leverage commercial data to inform decisions and support delivery of commercial goals
• Great commercial acumen, with the ability to translate brand strategy into clear commercial outcomes
• Deep understanding of brand identity, brand codes and brand‑building principles, and how to apply them to strengthen brand equity and differentiation

Some other highly valued skills may include:

• Experience in financial services or broader service‑led marketing functions, with an understanding of how brand and customer strategy operate within complex service environments

You may be assessed on the key critical skills relevant for success in the 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 Glasgow, Northampton or London.

Purpose of the role

To plan, develop and implement brand strategies, based on research and analysis, that align with the overall business objectives to protect and enhance its market presence and position

Accountabilities

• Development and maintenance of brand assets and guidelines that define how the brand looks, sounds and feels across all touchpoints.
• Collaboration with creative teams, advertising agencies, and other partners (internal and external) to create compelling and effective brand campaigns that enhance brand awareness, loyalty and engagement.
• Analyse brand performance KPIs, brand competitiveness and product trends in the marketplace.
• Budget management (if applicable) for brand-related activities, ensuring cost-effectiveness and a positive return on investment.

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.