Loyalty Marketing Manager

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.

Assistant Vice President Expectations

• To advise and influence decision making, contribute to policy development and take responsibility for operational effectiveness. Collaborate closely with other functions/ business divisions.
• Lead a team performing complex tasks, using well developed professional knowledge and skills to deliver on work that impacts the whole business function. Set objectives and coach employees in pursuit of those objectives, appraisal of performance relative to objectives and determination of reward outcomes
• 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.
• OR for an individual contributor, they will lead collaborative assignments and guide team members through structured assignments, identify the need for the inclusion of other areas of specialisation to complete assignments. They will identify new directions for assignments and/ or projects, identifying a combination of cross functional methodologies or practices to meet required outcomes.
• Consult on complex issues; providing advice to People Leaders to support the resolution of escalated issues.
• Identify ways to mitigate risk and developing new policies/procedures in support of the control and governance agenda.
• Take ownership for managing risk and strengthening controls in relation to the work done.
• Perform work that is closely related to that of other areas, which requires understanding of how areas coordinate and contribute to the achievement of the objectives of the organisation sub-function.
• Collaborate with other areas of work, for business aligned support areas to keep up to speed with business activity and the business strategy.
• Engage in complex analysis of data from multiple sources of information, internal and external sources such as procedures and practises (in other areas, teams, companies, etc).to solve problems creatively and effectively.
• Communicate complex information. 'Complex' information could include sensitive information or information that is difficult to communicate because of its content or its audience.
• Influence or convince stakeholders to achieve outcomes.

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.

Join Barclays as a Loyalty Marketing Manager. At Barclays, our vision is clear: to redefine the future of banking and help craft innovative solutions. In this role, you will have responsibility for the end‑to‑end marketing strategy and execution for Barclays’ loyalty ecosystem, driving customer engagement, card usage and long-term loyalty through cashback offers, shopping rewards, dining benefits and exclusive customer experiences. Working closely across Marketing, Product, Data & Analytics, Technology, Legal, Risk and Compliance, you will translate business objectives into compelling, customer-focused campaigns and personalized experiences across digital channels. Leveraging customer insights and behavioural data, you’ll help create relevant, engaging and scalable marketing programs that deepen customer relationships and deliver measurable results. As a central orchestrator across multiple teams, you’ll balance creativity, data-driven decision-making and regulatory requirements to bring innovative loyalty experiences to life.

To be successful as a Loyalty Marketing Manager, you should have experience with:

• Digital marketing, customer engagement or loyalty marketing, ideally within financial services, payments or another regulated industry

• Email marketing, digital channels and customer lifecycle management

• Leveraging customer data, segmentation and insights to drive personalization and campaign performance

• Supporting and influencing cross-functional goals across diverse stakeholder groups

Some other highly valued skills may include:

• Experience with loyalty, rewards, cashback programs, shopping portals or merchant funded offers

• Understanding of customer engagement strategies and behavioural drivers that encourage loyalty and repeat usage

• Ability to balance innovation with risk, regulatory and compliance requirements

• A strategic and customer‑focused mindset with a passion for delivering measurable outcomes

• Communication and stakeholder‑management skills, with the ability to operate effectively in complex enterprise environments

• High levels of ownership, sound judgment and resilience, alongside a hands-on approach to execution

You may be assessed on the key critical skills relevant for success in this role, such as risk and controls, change and transformation, business acumen strategic thinking and digital and technology, as well as job-specific technical skills.

This role is located in Wilmington, DE.