AVP - CRM Digital Lead

About the role

Barclays Marketing is looking for an AVP - CRM Digital Lead based in Wilmington, Delaware. The role defines customer objectives, analyses customer data and develops a testing plan to drive revenue growth through customer engagement, growth and retention. It sits within the marketing business area and focuses on integrated marketing strategies, planning, budgeting and maximising ROI.

Key responsibilities

• Develop a comprehensive CRM strategy aligned with overall business objectives.
• Implement marketing automation processes to streamline and personalise customer communications.
• Assess customer needs through research and data analytics, derive insights on behaviour and segment customers to tailor marketing activity.
• Develop plans and strategies for each customer segment, including goals, communications, triggers, measurement approaches and regular progress reviews.
• Select, implement and optimise CRM technology to meet business needs.
• Collate client feedback and insights to identify trends and improvement opportunities.
• Maintain client records, including account information, interactions and documentation.

Required profile

• Experience developing a comprehensive CRM strategy aligned with business objectives.
• Previous implementation of marketing automation processes.
• Prior experience maintaining client records, including account information, interactions and documentation.
• A marketing or product management background.
• Ability to advise and influence decision-making, contribute to policy development and lead a team or complex assignments.

Required skills

• CRM strategy and marketing automation.
• Data analytics and customer segmentation.
• Project management or operations experience in a digital finance or cards environment is highly valued.
• Experience developing plans and strategies for different customer segments.