Marketing Decision Intelligence Lead

Join us as a Marketing Decision Intelligence Lead at Barclays where you'll be responsible for building and owning a robust marketing measurement framework that assesses the true effectiveness of marketing activity and guides where investment should be prioritised. In this role, you will apply advanced analytical techniques - such as marketing mix modelling, multi touch attribution, econometrics, and incrementality testing - to understand which channels drive customer acquisition and how marketing contributes to sales outcomes. You'll work closely with marketing teams to independently evaluate campaign performance, ROI, and channel effectiveness, providing data driven recommendations that inform strategy and budget allocation. Ultimately, you will help the business gain an unbiased, evidence based view of how well marketing activity performs and where future investment should be directed.

To be successful as a Marketing Decision Intelligence Lead, you should have experience with:

• Advanced analytical and statistical capability, with proven experience in marketing attribution modeling, campaign performance analysis, and ROI measurement
• Expertise in multi touch attribution, marketing mix modeling, experimental design, and incrementality testing, with the ability to apply these methodologies in real world marketing contexts
• Channel level marketing experience across Paid Search (PPC), Paid Social, and Programmatic
• Great ability to translate complex data insights into clear, actionable business recommendations, tailoring outputs for both technical and non technical audiences
• Excellent stakeholder management and communication skills, with experience consulting and influencing senior leaders
• Deep understanding of digital marketing metrics, customer journey analytics, and performance measurement frameworks across channels and platforms
• Commercial mindset with a collaborative working style, able to partner effectively with marketing, finance, data, and technology teams to drive data informed decision making

Some other highly valued skills may include:

• Proficiency in Python and SQL to support modelling, data manipulation, and exploratory analysis
• Broader machine learning experience, such as uplift modelling, predictive modelling, clustering, or propensity modelling
• Experience in market research methodologies (quantitative or qualitative) to complement analytical insight with customer understanding
• Exposure to customer journey, behavioural analytics, profitability or Lifetime Value modelling, helpful for linking marketing impact to downstream customer outcomes

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 can be based in either London, Glasgow or Northampton.

Purpose of the role

To provide independent and balanced advice and counsel to senior stakeholders through problem identification, solving and decision making practices.

Accountabilities

• Provision of strategic advice to Group Executives to support the decision making process of business challenges and opportunities.
• Development and implementation of strategic advisory incentives to grow and optimise the bank's operations, through market research and analysis.
• Collaboration with various stakeholder groups to identify the appropriate strategic direction type to meet the needs of Barclays clients and investors.
• Development of financial models to support strategic recommendations and transactions through financial data analysis, financial projects and considering the financial impact of transactions.
• Management of transactions, negotiations, transaction structure development and post transaction integration.
• Collaboration with internal stakeholders to maintain client relationships, and develop new relationships to identify opportunities.
• Identification of industry trends, maintain peer benchmarking and developments related to strategic advisory services by attendings conferences, participating in training and conducting market research.

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.