About PBWM Marketing
The Marketing team plays a critical role in strengthening Barclays’ leadership in private banking and wealth management by supporting the acquisition, onboarding, engagement and retention of clients to drive business growth in line with PBWM’s strategic and commercial objectives. Through data-driven marketing strategies, the team ensure they are driving meaningful connections at the moments that matter for PBWM clients with relevant and timely commercial offers, product centric content, thought leadership, and a consistent client experience across all touchpoints. The team work closely with Group Brand & Marketing, who have recently introduced three Enterprise Shared Services (ESS) across (1) Brand, Creative & Media, (2) Insight & Measurement, and (3) Marketing Transformation, beside two established ESS driving (4) Sponsorships, and (5) Events.
Overall purpose of role
The Marketing Lead – International will oversee and execute the marketing strategy for multiple international markets, ensuring alignment with the global marketing strategy and with PBWM’s strategic and commercial objectives. They will be responsible for building awareness of the Barclays brand and positioning our Private Banking capabilities to meet the needs of UHNW individuals, their families and the next generation.
The successful candidate will be an inspiring leader able to deliver innovative marketing and omnichannel client experiences while maintaining Barclays' reputation as a trusted financial partner working within a regulated industry.
Strong stakeholder management and people leader skills are essential, with experience of leading high-performing teams of marketeers and fostering a culture of innovation, and continuous improvement.
Key Accountabilities
- Strategic Marketing Leadership: Be the marketing business partner to the Head of PBWM International and their direct reports, the role is also responsible for working with Barclays International Banking (BIB) whose aim is to make international money management as simple as possible.
- Be part of developing a comprehensive marketing strategy for PBWM and leading the execution of the strategy for multiple international markets (including Asia, Middle East and Europe) across multiple channels ensuring the continuous improvement of marketing efforts for these regions.
- Develop marketing campaigns tailored to target audiences across the PBWM client continuum which includes HNW expats, UHNW individuals, Family Offices and institutional clients and expats giving direction where needed on regional budgets, priorities and resources.
- Client Acquisition and Retention: Develop strategies to drive acquisition and deepen client engagement by focusing on seamless, personalised and proactive marketing initiatives, events and relationships. Identify and manage strategic partnerships to elevate the Bank’s visibility and cultivate new business opportunities.
- Brand Positioning: Ensure a consistent and engaging brand experience across all PBWM client touchpoints. Drive reappraisal of the brand as the investment partner for clients, their families and the next generation.
- Partner with Head of Content PBWM to develop a content pipeline that drives brand differentiation via novel, original and market-leading content to meet the needs of PBWM International clients
- Leverage real-time data insights and segmentation models to deepen client engagement and deliver sustained client acquisition growth, to inform strategy and enhance PBWM’s positioning internationally. Shape persona specific strategies measuring effectiveness and optimising impact adopting a data led approach to the allocation of resources and budget.
- Compliance: Maintain expert knowledge of marketing regulations (e.g. cross border financial promotions rules, GDPR, PECR) taking responsibility for ensuring we are meeting cross border compliance requirements.
- Build and manage relationships with third party agencies for design and other marketing services, this includes third parties on the ground in multiple locations. Some travel to these locations will also be required.
- Stakeholder Engagement: Collaborate with, and influence, a range of stakeholders across PBWM, Barclays UK, Chief Operating Office and Group Brand & Marketing to achieve business objectives.
- Lead, inspire and mentor a high-performing multi-location team of marketeers, providing support and development to team members and sharing best practice. Champion a client first mindset and foster a culture of innovation and excellence.
Stakeholder Management and Leadership
Role holder must be a key strategic partner to the business areas they support, providing proactive marketing expertise aligned with a strong understanding of the business strategy and objectives. Key stakeholders include senior leaders in PBWM (including ExCo members) and Group Brand & Marketing. Broader stakeholders include Compliance, Risk & Control, Finance, Business Leaders and external vendors. They are required to partner strategically with Legal, Compliance and Data Privacy teams on regulatory changes and conduct regular risk assessments to proactively identify and mitigate compliance vulnerabilities.
Risk and Control Objective
Ensure that all marketing activities and duties are carried out in full compliance with regulatory requirements across global locations, Enterprise-Wide Risk Management Framework and internal Barclays Policies and Policy Standards.
Person Specification
Essential Skills/Basic Qualifications
- Proven leadership experience in private banking, wealth management, or asset management.
- Deep understanding of HNW / UHNW individuals, Family Offices and institutional clients, market trends and competitive positioning.
- Strong knowledge of investment capabilities and positioning solutions for global private banking clients
- Knowledge of building local content marketing strategies to engage audiences
- Strong proficiency in CRM platforms (e.g. Salesforce) digital tools with hands on experience in leveraging technology to deliver personalisation.
- Experienced in aligning marketing activities with compliance frameworks with a strong understanding of cross-border regulations.
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.
Director Expectations
- To manage a business function, providing significant input to function wide strategic initiatives. Contribute to and influence policy and procedures for the function and plan, manage and consult on multiple complex and critical strategic projects, which may be business wide..
- They manage the direction of a large team or sub-function, leading other people managers and embedding a performance culture aligned to the values of the business. Or for an individual contributor, they lead organisation wide projects and act as deep technical expert and thought leader, identifying new ways of working and collaborating cross functionally. They will train, guide and coach less experienced specialists and provide information affecting long term profits, organisational risks and strategic decisions..
- Provide expert advice to senior functional management and committees to influence decisions made outside of own function, offering significant input to function wide strategic initiatives.
- Manage, coordinate and enable resourcing, budgeting and policy creation for a significant sub-function.
- Escalates breaches of policies / procedure appropriately.
- Foster and guide compliance, ensure regulations are observed that relevant processes in place to facilitate adherence.
- Focus on the external environment, regulators, or advocacy groups to both monitor and influence on behalf of Barclays, when appropriate.
- Demonstrate extensive knowledge of how the function integrates with the business division / Group to achieve the overall business objectives.
- Maintain broad and comprehensive knowledge of industry theories and practices within own discipline alongside up-to-date relevant sector / functional knowledge, and insight into external market developments / initiatives.
- Use interpretative thinking and advanced analytical skills to solve problems and design solutions in often complex/ sensitive situations.
- Exercise management authority to make significant decisions and certain strategic decisions or recommendations within own area.
- Negotiate with and influence stakeholders at a senior level both internally and externally.
- Act as principal contact point for key clients and counterparts in other functions/ businesses divisions.
- Mandated as a spokesperson for the function and business division.
All Senior 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.
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.
