AVP - CRM Digital Lead

Barclays•Wilmington, DE

2d•Onsite

About The Position

To define customer objectives, analyse customer data, develop a testing plan, customer triggers and next best action communications to drive revenue growth through customer engagement, growth, and retention. Join us as an AVP - CRM Digital Lead, where you will define customer objectives, analyze customer data, and develop a testing plan to drive revenue growth through customer engagement and retention. You will help with the ongoing evolution of strategy and strategic roadmap across customer growth and retention programs.

Requirements

Experience with development of a comprehensive CRM strategy aligned with overall business objectives.
Previous implementation of marketing automation processes to streamline and personalize customer communications.
Prior experience with maintenance of client records, including account information, interactions, and documentation.
A marketing or product management background.
Risk and controls
Change and transformation
Business acumen
Strategic thinking
Digital and technology
Job-specific technical skills

Nice To Haves

Specific project management or operations experience in a digital finance or cards environment.
Experience developing plans and strategies for different customer segments, including setting of goals, communications, and regular reviews of the process.
Implementation and optimization of sophisticated CRM technology to meet business needs and growth goals.

Responsibilities

Development of a comprehensive CRM strategy aligned with overall business objectives.
Implementation of marketing automation processes to streamline and personalise customer communications.
Customer needs assessment through research and data analytics to derive insights into customer behaviour and develop segmentation to tailor marketing activity to different target audiences, as needed.
Development of plans and strategies for each customer segment, including setting of goals, communications, set up of triggers and measurement approach s, and regular review of progress.
Selection, implementation and optimisation of CRM technology to meet business needs, where relevant.
Collation of client feedback and insights to understand their evolving needs and preferences, leveraging data and analytics for the identification of trends and opportunities for improvement, if required.
Maintenance of client records, including account information, interactions, and documentation, where appropriate.
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.