Head of Digital Proactive Engagement

Key Accountabilities:

• Leading a Centre of Excellence by providing services in digital outcomes across BUK, including product ownership of capabilities and journeys, and owning business architecture and outcomes.
• Driving key outcomes such as top-of-funnel cross-buying demand, placement performance, and push and email performance.
• Responsible for the strategy and product ownership of proactive communications capabilities in app (MarTech), including push and email capabilities.
• Serving as the relationship lead for CDAO BX, Marketing, and CLCM.

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 identifying opportunities for diversification.
• Collaborating with stakeholders across departments-marketing, sales, technology, engineering, design-to generate innovative 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.
• Evaluating technical feasibility, legal compliance, and potential risks associated with new product development and launch.
• Monitoring market trends and analyzing feedback from prototypes, user testing, and beta programs to refine products before launch.
• Managing comprehensive launch plans and technical deployments, establishing rollout timelines, marketing strategies, training, and communication channels.
• Monitoring key metrics such as adoption rates, usage patterns, customer satisfaction, and revenue to assess performance against goals.

Director Expectations

• Managing a business function with significant input into strategic initiatives, influencing policies, and managing complex projects.
• Leading a large team or sub-function, embedding a performance culture, or leading organization-wide projects as a technical expert and thought leader.
• Providing expert advice to senior management and committees to influence decisions.
• Managing resourcing, budgeting, and policy creation for a significant sub-function.
• Escalating policy breaches appropriately and ensuring compliance with regulations.
• Monitoring and influencing external environment, regulators, and advocacy groups.
• Demonstrating extensive knowledge of industry practices and external market developments.
• Using advanced analytical skills to solve complex problems and design solutions.
• Making significant strategic decisions within own area and influencing stakeholders at senior levels.
• Acting as principal contact for key clients and external counterparts.
• Representing the function and business division as a spokesperson.

All senior leaders are expected to demonstrate leadership behaviors aligned with Barclays' values of Respect, Integrity, Service, Excellence, and Stewardship, and to embody the Barclays Mindset of Empower, Challenge, and Drive.