Head of Communications, Brand Insights
BarclayCard - Delaware

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Unposting Date


Feb 4, 2013


Feb 10, 2013


Headquartered in Wilmington, Del., Barclaycard US creates customized, co-branded credit card programs for some of the country's most successful travel, entertainment, retail, affinity and financial institutions. The business employs 1,300 associates.

Barclaycard, part of Barclays Global Retail Banking division, is a leading global payment business that helps consumers, retailers and businesses to make and accept payments flexibly, and to access short-term credit when needed.

The company is one of the pioneers of new forms of payments, and is at the forefront of developing viable contactless and mobile payment options for today and cutting edge forms of payment for the future. It also issues credit and charge cards to corporate customers and the British Government. Barclaycard partners with a wide range of organizations across the globe to offer their customers or members payment options and credit.

Barclaycard operates in the United States, Europe, Africa and the Middle and Far East.

Responsible for leading the development of world class customer communications for Barclaycard US, creation of a planful, coordinated marketing customer experience that will effectively develop customer relationships over time, maintaining and enhancing the Barclaycard brand identity, and uncovering relevant and actionable customer insights that will maintain and expand competitive advantage.

15%: Brand Strategy & Management

Maintain and enhance the Barclaycard brand identity, reflecting global brand consistency yet local relevance in the US.

Build Barclaycard as a meaningful ingredient brand on partner-branded credit card products (e.g. Apple, US Airways, LLBean, Carnival).

Develop awareness and meaning for the proprietary Barclaycard brand through credit card products such as Barclaycard Ring and Barclaycard Rewards, mobile payments approaches (e.g. mobile stickers, wallet), as well as through the creation of cost effective brand marketing efforts.

Expand the consumer definition of the Barclays brand in the US through online deposits.

60%: Communications Management

Take a leadership role in uplifting customer communications across the customer journey, ensuring communications are fully integrated, deliver consistent messaging about what Barclaycard stands for, are visually appealing, and utilize a personal and authentic voice.

Lead the Marketing Council, a cross-business marketing forum, in the creation of a planful, coordinated marketing customer experience that will effectively develop customer relationships over time.

Create compelling customer communications for Barclaycard and Barclays products, as well as partner-branded communications for brands such as

Apple and US Airways.

Lead the redesign of servicing and credit communications.

Lead the in-house creative team, responsible for the creative development of select customer communications as well as pitches/RFPs to support Business Development in winning new partnerships.

Governance of all customer communications, ensuring they are on-brand, compliant with Barclays "Treating Customers Fairly" principles, meet regulatory guidelines, and ultimately create a unified, planful communications experience for our customers.

15%: Insights Management

Create a consumer insights plan for the year, laying out objectives, strategies, and deliverables, and solicit buy-in from the Executive Committee.

Plan, structure and lead key research projects to provide insights into customer needs and behaviors, value proposition concepts, customer experience and customer satisfaction.

Present insights findings to business partners, interpreting their key implications and recommending appropriate courses of action.

Partner with the service Customer Experience team to create a robust measurement and action plan based on Net Promoter Score.

Design and execute ongoing customer satisfaction / attitudinal panel surveys, analyze results and drivers, and report key insights and opportunities.

Scan marketplace and ensure the collection and analysis of competitive benchmarking, digital buzz and voice of the customer to formulate points of view on major threats, opportunities, challenges and risks.

Publish insights in accessible employee forums.

10%: Marketing Administration & Agency Management

Manage all brand, communications, creative and insights budgets and supplier relationships.

Rationalize our direct agencies; bring on one new strategic direct agency proficient in DRTV, DR Print, and Radio; create principles as to which projects should be created in-house vs. which should leverage outside agencies.


Undergraduate degree required, graduate degree highly preferred (i.e. marketing, business, market research or statistics) highly preferred.

15+ years with progressive levels of responsibility developing and managing customer communications, insights, and brand strategy to deliver high engagement and advocacy.

Proven track record leading customer communications development and execution. Experience should include development of positioning, messaging hierarchy, look and feel, and tone of communications.

Demonstrated expertise in using consumer trends, secondary data sources, and a variety of qualitative and quantitative research techniques to explore consumer needs and behaviours in support of product development.

Experience with marketing process governance designed to yield an integrated, consistent customer experience that is relevant and compliant.

Excellent verbal and written communications skills. Ability to articulate recommendations in a compelling manner to engage and influence business partners.

Ability to work effectively with cross-functional teams in a matrix environment across multiple geographies.

Entrepreneurial - able to work with ambiguity, providing structure to

unstructured situations.

Operates well in a "roll up your sleeves" environment.

Commanding executive presence enabling Barclaycard to represent our marketing capabilities persuasively to prospective external partners.