Value Proposition & Marketing Research, AVP

Barclays•Wilmington, NC

1d•Onsite

About The Position

The purpose of the role is to collect, analyse, and interpret data and insights through qualitative and quantitative market research projects to drive informed decision-making. This involves executing market research projects, presenting findings to stakeholders, and providing actionable recommendations. It also includes developing and maintaining strong relationships with stakeholders to ensure market research projects align with business objectives and that findings impact activity. Adherence to governance standards for data privacy and knowledge management, as well as budget management for insight-related activities, ensuring cost-effectiveness and a positive return on investment, are also key aspects of this role. As an Assistant Vice President, you will advise and influence decision-making, contribute to policy development, and take responsibility for operational effectiveness. You will collaborate closely with other functions/business divisions, lead a team performing complex tasks, and use well-developed professional knowledge and skills to deliver on work that impacts the whole business function. Setting objectives, coaching employees, appraising performance, and determining reward outcomes are also expected. For this role, you will be responsible for defining, refining, and communicating the organization’s customer value proposition while supporting strategic market and customer research priorities. You will develop and continuously refine the organization’s value proposition across products, segments, and channels. Translate customer needs, pain points, and aspiring positioning into clear, differentiated messaging. Partner with product, sales, and marketing teams to ensure consistent articulation of value across all touchpoints. Lead the creation of positioning frameworks, messaging internal structures, and proof points. This role bridges insights, strategy, and go-to-market execution to drive differentiation, customer engagement, and revenue growth.

Requirements

Conducting customer and product research
Survey design and development
Advanced assessing techniques including conjoint analysis, MaxDiff, and TURF analysis
Risk and controls
Change and transformation
Business acumen
Strategic thinking
Digital and technology
Job-specific technical skills

Nice To Haves

Experience developing credit card value propositions to drive customer growth and engagement
Validated ability to leverage syndicated consumer research to generate actionable insights and inform strategy
Demonstrated experience in business development, identifying growth opportunities and driving revenue expansion

Responsibilities

Execution of qualitative and quantitative market research projects to gather data and insights to aid business decision making
Presentation of findings to stakeholders
Providing actionable recommendations
Development and maintenance of strong relationships with stakeholders to ensure market research projects are clearly delivering against business objectives and findings are impacting activity
Adherence to governance standards for data privacy and knowledge management
Budget management for insight-related activities, ensuring cost - effectiveness and a positive return on investment
Advise and influence decision making
Contribute to policy development
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
Lead collaborative assignments and guide team members through structured assignments
Identify the need for the inclusion of other areas of specialisation to complete assignments
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
Influence or convince stakeholders to achieve outcomes
Defining, refining, and communicating the organization’s customer value proposition
Supporting strategic market and customer research priorities
Develop and continuously refine the organization’s value proposition across products, segments, and channels
Translate customer needs, pain points, and aspiring positioning into clear, differentiated messaging
Partner with product, sales, and marketing teams to ensure consistent articulation of value across all touchpoints
Lead the creation of positioning frameworks, messaging internal structures, and proof points