Responsibilities

• To develop the proposition positioning both with prospects and existing customers, driving awareness and conversion across marketing channels, through compelling campaigns, working closely with product, proposition and channel owners. Will support on optimising communication to drive awareness through to conversion.
• Review of research and analysis on target audience, market trends, competitors and industry innovation to identify the positioning of the proposition in the market to give us a unique competitor advantage.
• Identification of key benefits and features that differentiates Barclays proposition from competitors.
• Collaboration with marketing colleagues such as marketing, product and sales to ensure the proposition is communicated effectively across channels to drive customer and commercial metrics.
• Collaboration with internal teams, such as product development, to incorporate feedback on product features.
• Monitoring and improving proposition effectiveness through data driven insights to meet established KPIs.
• Analysis of key market insights and develop recommendations to the relevant stakeholders to support the strategic decision-making process on product development, portfolio management and pricing, where appropriate.
• 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..

Requirements

• Demonstrated experience developing product marketing strategies, positioning and value propositions for digital or technology-based products.
• Good customer and market intelligence capabilities, with a proven track record of identifying customer needs, demand signals and competitive opportunities.
• Expertise in leading cross-functional go-to-market orchestration, including launch planning, stakeholder alignment and commercial activation.
• Ability to translate complex technical products and capabilities into compelling customer-centric narratives that drive engagement and growth.
• Resilient, outcomes-focused and comfortable operating in a fast-paced environment with evolving priorities.

Preferred

• Experience leveraging AI tools and capabilities to enhance customer understanding, marketing effectiveness and decision-making.
• Good understanding of product-led growth methodologies, including activation, adoption and usage optimisation.
• Demonstrable customer engagement, regularly engaging with target personas to uncover insights and inform proposition development.
• Analytical experience measuring adoption learning through usage, activation, pipeline quality and customer feedback data.
• Systems thinking mindset with the ability to connect customer needs, product strategy, market dynamics and commercial outcomes.
• Experience within the payments, financial services or fintech sector, with a strong understanding of small business payment solutions, customer needs and market dynamics.