Overview

Senior Marketing Manager – Customer Lifecycle Management role at Barclays. Lead the development, execution, and continuous optimisation of cross-channel marketing programmes supporting Barclays’ Customer Lifecycle Management (CLM) strategy. Deliver high-impact, data-driven campaigns across digital and offline channels with a focus on engagement, cross-sell, retention, and needs-based communications. Drive agile, iterative improvements to marketing performance using advanced mar-tech and data platforms.

A key part of this role is driving the adoption and strategic integration of Barclays’ Customer Data Platform (CDP) to enable hyper-personalised, real-time engagement at scale, including the use of GenAI content creation tools. Transition Barclays UK Marketing from campaign-based to omni-channel, journey-based programmes, working with data planners and analysts to deliver advanced decisioning frameworks and insight-led, continually optimised customer journeys.

Responsibilities

• Plan, develop and execute world-class, data-driven communication programmes across multiple channels, touchpoints, and customer segments.
• Lead CLM strategy with a track record of lifting customer lifetime value, product holding depth, spend engagement, and digital adoption.
• Work hands-on with Customer Data Platforms (CDPs) and decisioning platforms, including journey orchestration and signal-based targeting.
• Collaborate with data planners to design and optimise customer journeys; analyse data to inform decisions and measure campaign performance.
• Develop and execute marketing strategies across media, direct, and owned channels, including in-app marketing.
• Direct continuous refinement of communication programmes to optimise performance; manage marketing budget and maximise ROI.

Qualifications and Skills

• Experience planning, developing and executing data-driven, multi-channel communications across diverse customer segments.
• Deep expertise in Customer Lifecycle Management with a proven ability to improve key metrics like CLV and digital adoption.
• Hands-on experience with CDPs and decisioning platforms; strong understanding of journey orchestration and targeting signals.
• High data literacy and ability to work with data planners to design and optimise journeys.
• Experience creating marketing strategies across paid, direct, and owned channels, including in-app marketing.
• Ability to optimise programmes through continuous testing and refinement.

Additional Skills (Valued)

• Experience in regulated industries (e.g., banking) or utilities/telecoms.
• Knowledge of Generative AI technologies to enhance marketing performance.
• Understanding of marketing regulatory frameworks and compliance.
• Proven track record of optimising paid media with commercial results.
• Experience operating in an agile marketing model with sprint-based planning and test-and-learn cycles.

Location and Conditions

Based in London (1CP) or Northampton.

All colleagues are expected to demonstrate Barclays values and mindset—Respect, Integrity, Service, Excellence, Stewardship; Empower, Challenge and Drive.