Senior Marketing Manager - Customer Lifecycle Management

As a Senior Marketing Manager – Customer Lifecycle Management, you will lead the development, execution, and continuous optimisation of cross-channel marketing programmes that support Barclays’ Customer Lifecycle Management (CLM) strategy. This role is responsible for delivering high-impact, data-driven campaigns across digital and offline channels, with a focus on engagement, cross-sell, retention, and needs-based communications.

You will bring deep expertise in CLM, strong leadership in media and agency management, and a proven ability to drive agile, iterative improvements to marketing performance - leveraging advanced mar-tech and data platforms to deliver measurable outcomes.

A key part of this role is driving the adoption and strategic integration of Barclays’ Customer Data Platform (CDP). You will harness the CDP to enable hyper-personalised, real-time engagement at scale, including the use of GenAI content creation tools to unlock greater personalisation. You will also play a leading role in transitioning BUK Marketing from campaign-based communications to omni-channel, journey-based programmes, working closely with data planners and analysts to deliver advanced decisioning frameworks and insight-led, continually optimised customer journeys.

To be successful as a Senior Marketing Manager - Customer Lifecycle Management, you should have experience with

• Proven experience in planning, developing and executing world-class, data-driven communication programmes across multiple channels, touchpoints, and customer segments.

• Deep specialism in Customer Lifecycle Management, with a track record of driving measurable uplifts in customer lifetime value, product holding depth, spend engagement, and digital adoption.

• Hands-on experience working with Customer Data Platforms (CDPs) and decisioning platforms, including journey orchestration and signal-based targeting.

• High level of data literacy and experience collaborating with data planners to design and optimise customer journeys.

• Experience in developing and executing marketing strategies across media, direct, and owned channels—including in-app marketing.

• Capability in performance optimisation through continuous refinement of communication programmes.

• Experience working within regulated or service-based industries such as banking, utilities, or telecommunications.

• Knowledge of Generative AI technologies to enhance marketing performance and media strategies.

• Good understanding of regulatory frameworks and compliance in marketing and customer communications.

• A well-established track record in optimising performance across paid media channels with proven commercial results.

• Experience operating within an agile marketing model, using sprint-based planning, test-and-learn cycles, and continuous optimisation to improve campaign effectiveness.

You may be assessed on key critical skills relevant to success in the role, including risk and controls, change and transformation, business acumen, strategic thinking, and digital and technology, alongside job-specific technical capabilities.

This role can be based in London (1CP) or Northampton.

Purpose of the role

To develop and implement marketing strategies to promote brand, products, and services across various markets

Accountabilities

• Development and implementation of marketing strategies and delivery that aligns with the banks business objectives and are informed by market research, customer needs and competitive landscape.
• Collaboration with product development, sales, and other departments to align marketing efforts with overall business objectives, to achieve specific, well defined outcomes, as needed.
• Development of compelling and targeted content for various marketing channels, including print, media and related collateral, if needed.
• Analysis of data to make informed decisions and optimize marketing strategies, use of data analytics tools to measure and report on the performance of marketing campaigns.
• Management of the marketing budget, allocating resources to maximise ROI.
• Defines marketing vision, sets goals, clarifies objectives and works across organisations to achieve specific, well defined outcomes.

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.