Vice President of B2B Lifecycle Marketing – BPL

The Vice President of B2B Lifecycle Marketing – BPL is a senior marketing leadership role responsible for transforming and centralising Barclaycard Payments’ lifecycle marketing capability, creating a data-led, automated growth engine that drives customer acquisition, engagement, retention, and revenue growth. The role owns the end-to-end lifecycle marketing strategy and delivery across lead nurture, onboarding, activation, cross-sell, upsell, retention, re-engagement, and win-back programmes, ensuring every customer journey is commercially focused and measurable. Working cross-functionally with Marketing Operations, Martech, Data, Product, Sales, Commercial, Legal, and Compliance teams, the postholder will define the lifecycle vision, roadmap, segmentation strategy, customer journeys, governance framework, and performance measurement approach, while connecting marketing activity directly to business outcomes such as conversion, product adoption, churn reduction, customer value, and lifetime value growth.

Barclays’ payments acceptance business provides critical infrastructure to the UK economy, processing billions of pounds of payments annually for both small businesses and domestic and international corporate clients.

In April 2025, we announced a long-term partnership with Brookfield Asset Management to grow and transform the payments acceptance business by broadening the range of services offered, enhancing the experience for both existing and prospective clients. Leveraging extensive client relationships and deep experience of UK payments, we will create an environment of continuous innovation - activated by Brookfield’s global private equity expertise in payments, technology, operational transformation and corporate carve-outs - to ensure the business is strategically positioned for long-term growth.

Barclays will invest approximately £400m in the new business, the majority of which will be incurred during the first three years. Performance-linked incentives will drive greater alignment between the partners, underpinning the long-term commitment to the transformation. Barclays and Brookfield will work to create a standalone entity over time, continuing to use the Barclaycard Payments (BPL) brand and acting as the sole payments acceptance services provider to Barclays’ clients for a minimum of ten years.

For more information on our partnership with Brookfield, please visit Barclays.com.

To be successful as the Vice President of B2B Lifecycle Marketing – BPL, you must have the following essential skills:

• Proven experience leading lifecycle marketing, CRM, customer marketing, retention, loyalty, or marketing automation programmes at a senior level, with ownership of strategy, customer engagement, and business outcomes.
• Demonstrated track record of building, transforming, or centralising lifecycle marketing capabilities, including the development of customer journey frameworks, segmentation strategies, operating models, governance standards, and measurement frameworks.
• Expertise in designing and delivering automated, always-on customer journeys, leveraging marketing automation, personalisation, lifecycle orchestration, and data-driven audience strategies to enhance customer experiences and drive performance.
• Experience leading teams and delivering measurable commercial impact through lifecycle marketing, including revenue growth, customer retention, churn reduction, product adoption, conversion optimisation, cross-sell, upsell, and customer lifetime value improvements.

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 is located within our London office.

Purpose of the role

To develop, deliver and maintain a results-driven approach to digital marketing, to effectively acquire customers. Manage and optimise the conversion journey through paid (including PPC and Affiliates) and organic channels

Accountabilities

• Development and implementation of performance marketing strategies aligned with business goals. To include identification of target audiences, establishment of campaign objectives, and selection of appropriate marketing channels.
• Planning, execution and optimisation of activity across various traditional and digital channels (including paid and affiliates) where relevant, including establishment of campaign budgets, monitoring of performance metrics, and implementation of data-driven optimisations to improve ROI.
• Analysis of campaign performance data and insights, and preparation of regular reports to evaluate the effectiveness of activity.
• Optimisation of marketing channels, including landing pages, user journeys, and conversion funnels to improve conversion rates of marketing campaigns (CRO).
• Management of performance marketing budget, ensuring efficient allocation of resources, including monitoring of campaign costs, negotiation of contracts with vendors, and optimisation of spending to achieve marketing objectives.
• Stay updated on competitive trends, marketing technologies and tools to enhance campaign efficiency, where appropriate.

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.