AVP - CRM Digital Lead
AI summary of the role
Define and execute CRM strategy for customer growth and retention in Barclays' US consumer bank, leveraging data analytics, segmentation, and marketing automation.
What you’ll do
- Develop comprehensive CRM strategy aligned with business objectives
- Implement marketing automation to personalize customer communications
- Analyze customer data to derive insights and develop segmentation
- Set up triggers and measurement approaches for customer segments
What you’ll bring
- Experience developing comprehensive CRM strategy
- Experience implementing marketing automation processes
- Experience maintaining client records
- Marketing or product management background
Technologies
CRM · marketing automation · data analytics · segmentation · customer triggers
About Barclays
Global universal bank spanning UK retail, US consumer cards, corporate banking, an investment bank, and private/wealth management, serving millions of customers across ~40 countries.
Public · 5000+ people
Source and classification
Deployment strategy · Evidence for this classification:
Job Description Purpose of the role 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 Accountabilities 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
More from the job description
Job Description Purpose of the role 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 Accountabilities 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. Assistant Vice President Expectations To advise and influence decision making, contribute to policy development and take responsibi [... source excerpt omitted ...] 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 a [... source excerpt omitted ...] will also be expected to demonstrate the Barclays Mindset – to Empower, Challenge and Drive – the operating manual for how we behave. 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. To be successful as an AVP - CRM Digital Lead, you should have: Experience with development of a comprehensive CRM strategy aligned with overall business objectives. Previous implementation of marketing automation processes to st
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