Head of Digital Content & Optimisation

Key Accountabilities:

• Leading a Centre of Excellence by providing services in digital outcomes across BUK, including product ownership of capabilities and journeys, owning business architecture and outcomes.
• Driving key outcomes such as developing and implementing a comprehensive digital content strategy to enhance customer engagement and conversion rates, managing content SLAs, and improving efficiency.
• Overseeing the management and optimization of digital content across app and web platforms, ensuring consistency and alignment with brand guidelines; staying updated with industry trends and best practices in digital content and conversion optimization to foster innovation and continuous improvement.
• Leading the optimization strategy across app and web, including A/B testing capabilities and tagging across digital platforms.
• Serving as the relationship lead for Customer Experience, collaborating with cross-functional teams including marketing, product, and technology to ensure content initiatives support overall business goals.

Purpose of the role

To manage and drive the innovation strategy to meet customer needs, ensuring the bank's long-term success and competitive edge.

Accountabilities

• Executing market research to understand customer needs, pain points, and emerging trends, supporting profitability analysis, market sizing, and positioning for new products, and identifying opportunities for diversification to gain a competitive advantage.
• Collaborating with stakeholders across departments such as marketing, sales, technology, engineering, and design to generate innovative and feasible product ideas and prototypes aligned with customer needs and strategic goals.
• Developing concepts and specifications that define features, functionalities, target markets, user interfaces, technical specifications, and potential revenue models of new products.
• Evaluating the technical feasibility, legal compliance, and potential risks associated with new product development and launch.
• Monitoring market trends and analyzing feedback from internal employees and target customers through prototypes, user testing, and beta programs to identify areas for improvement before launch.
• Managing comprehensive launch plans and technical deployments, including rollout timelines, marketing strategies, training initiatives, and communication channels to promote new products effectively.
• Monitoring key metrics such as adoption rates, usage patterns, customer satisfaction, and revenue to assess product performance against set goals.

Director Expectations

• Managing a business function, contributing to strategic initiatives, influencing policies and procedures, and managing multiple complex projects that may be business-wide.
• Leading a large team or sub-function, embedding a performance culture aligned with business values, or acting as a deep technical expert and thought leader for organization-wide projects.
• Training, guiding, and coaching less experienced specialists, providing insights affecting long-term profits, risks, and strategic decisions.
• Providing expert advice to senior management and committees, managing resourcing, budgeting, and policy creation for significant sub-functions.
• Escalating breaches of policies or procedures appropriately, fostering compliance, and ensuring regulatory adherence.
• Monitoring and influencing external environment, regulators, and advocacy groups as appropriate.
• Demonstrating extensive knowledge of industry practices, sector developments, and external market initiatives.
• Applying interpretative thinking and advanced analytical skills to solve complex problems and design solutions.
• Making significant and strategic decisions within own area, negotiating and influencing stakeholders at senior levels, and acting as a principal contact point for key clients and divisions.
• Representing the function and business division as a spokesperson.

All senior leaders are expected to embody the LEAD behaviors: Listen and be authentic, Energize and inspire, Align across the enterprise, Develop others. All colleagues should demonstrate Barclays' values of Respect, Integrity, Service, Excellence, and Stewardship, along with the Barclays Mindset of Empower, Challenge, and Drive.