VP of Email Marketing

Best Egg, now part of Barclays, is a market-leading, tech-enabled financial platform helping people build financial confidence through innovative lending solutions and financial health tools. As a Barclays company, we combine the agility and customer focus of a fintech with the global reach, stability, and purpose of a leading financial institution—working together to create a better financial future for our customers and communities.

At Best Egg, you’ll find a culture grounded in our core values—putting people first, creating clarity, delivering with excellence —enhanced by Barclays’ commitment to integrity, inclusion, and long-term impact. Together, we empower our colleagues to challenge, innovate, and take ownership while making a meaningful difference in people’s financial lives.

With the strength of Barclays behind us, we offer expanded opportunities for growth, development, and career mobility across a global organization—while continuing to build the products and experiences that make Best Egg unique.

We’re looking for collaborative, curious problem-solvers who are excited to make an impact and grow with us.

We’re proud to be an equal opportunity employer committed to building a diverse and inclusive team.

Basic/Essential Qualifications:

• 10+ years of Email, CRM, lifecycle, or direct marketing experience, including meaningful experience leading teams and complex programs; experience in FinTech, financial services, or another regulated consumer business is preferred.
• Deep knowledge of modern Email strategy, including journey orchestration, segmentation, personalization, automation, AI-enabled decisioning, privacy-conscious targeting, and deliverability.
• Strong command of channel economics and performance measures, including deliverability, engagement, conversion, incrementality, retention, and cross-sell outcomes.
• Demonstrated ability to build testing and measurement plans, interpret results, and turn insights into decisions and sustained performance improvements.
• Strong analytical rigor and attention to detail, with the ability to proactively detect risks, monitor performance signals, and protect overall channel health.
• Working knowledge of deliverability, consent management, privacy, CAN-SPAM, accessibility, and related Email compliance practices.
• Proven people leader who sets clear expectations, develops talent, and builds an inclusive, accountable team culture.
• Strong cross-functional influence and the judgment to align senior stakeholders, resolve competing priorities, and move complex work forward.
• Highly organized, customer-focused, and adaptable in a fast-paced environment with multiple concurrent priorities.

Job Profile Summary and Purpose of the Role:

Job Profile Summary: 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 optimizing communication to drive awareness through to conversion.

 

Purpose of the role:  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 optimizing communication to drive awareness through to conversion.

Accountabilities:

• Own the Email channel strategy, annual roadmap, aligning investment and priorities with customer needs, growth objectives, and enterprise goals.
• Translate business strategies into an integrated portfolio of lifecycle, event-triggered, promotional, and cross-sell programs with clear audiences, personalized messages, timing, and success measures.
• Lead, coach, and develop the Email team; establish clear priorities, operating standards, accountability, and capacity plans that support consistent execution.
• Direct audience, segmentation, personalization, contact, and content strategies that improve relevance while managing frequency and customer fatigue.
• Build a disciplined testing agenda across creative, offers, cadence, journeys, audiences, and send strategies; convert findings into scalable channel improvements.
• Establish channel goals and performance reporting across deliverability, engagement, conversion, incremental business results, opt-outs, and customer experience.
• Oversee end-to-end Email operations, including campaign planning, briefs, production, quality assurance, approvals, deployment, and post-launch analysis; strengthen templates, automation, and controls.
• Ensure Email programs meet brand, accessibility, deliverability, consent, privacy, and regulatory requirements, and manage agency, vendor, platform, and budget needs as applicable.

Vice President Expectations:

• 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.
• Define jobs and responsibilities, planning for the department’s future needs and operations, counselling employees on performance and contributing to employee pay decisions/changes. Lead a specialist 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..
• 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..
• Advise key stakeholders, including functional leadership teams and senior management on functional and cross functional areas of impact and alignment.
• Manage and mitigate risks through assessment, in support of the control and governance agenda.
• Demonstrate leadership and accountability for managing risk and strengthening controls in relation to the work your team does.
• Demonstrate comprehensive understanding of the organization functions to contribute to achieving the goals of the business.
• Collaborate with other areas of work, for business aligned support areas to keep up to speed with business activity and the business strategies.
• Create solutions based on sophisticated analytical thought comparing and selecting complex alternatives. In-depth analysis with interpretative thinking will be required to define problems and develop innovative solutions.
• Adopt and include the outcomes of extensive research in problem solving processes.
• Seek out, build and maintain trusting relationships and partnerships with internal and external stakeholders in order to accomplish key business objectives, using influencing and negotiating skills to achieve outcomes.

All colleagues will be expected to demonstrate the Best Egg and 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.