Marketing Segment Lead

Our people work differently depending on their jobs and needs. From hybrid working to flexible hours, we have plenty of options that help our people to thrive.

This role is based in the United Kingdom and as such all normal working days must be carried out in the United Kingdom.

Job Description

Join us as a Marketing Segment Lead

• Join us in Retail Bank Marketing, where you’ll be developing and implementing marketing and branding plans to support Premier segment growth, working closely with teams across marketing and wider business stakeholders to deliver campaigns and meet defined objectives
• You’ll be identifying and quantifying new business opportunities that align with our existing and future product and technology capabilities
• As a key member of our team, you’ll enjoy extensive collaboration with the business franchise teams and across Marketing, and can expect great visibility for you and your work
  
  
  

What You'll Do

As a Marketing Segment Lead, you’ll be developing and implementing our content, acquisition and go-to-market strategy and plans, and category advertising activity to drive segment growth. We’ll look to you to manage the alignment of the bank's products and services with the needs, trends and preferences of the assigned markets or market segments.

You’ll be responsible for the collection, analysis, interpretation and reporting for economic, customer, industry, market and competitive data and activity for the segment. Additionally, you’ll be working with internal and external research sources to maintain accurate market and market segment profiles to drive decision-making, as well as commissioning and conducting primary research.

You’ll also be:

• Facilitating the development of our annual tactical and strategic content, acquisition and go-to-market plans based on market analysis, customer insights, brand performance, trends and commercial objectives
• Developing and delivering campaigns across multiple customer communication and media channels to deliver on brand and commercial objectives, utilising brand tracking and media analysis to consistently improve media efficiency and campaign performance
• Working closely with the digital performance team who will lead on channel set up, performance management and ongoing optimisation of digital media conversion activity
• Utilising people, budgets and capabilities to achieve growth in specific customer segments
• Working with appropriate teams to set the agenda and priorities for developing effective productisation, product packaging, communications propositions and marketing concepts
• Providing leadership, direction and strategic alignment to the Marketing team on marketing spend, consumer targeting, campaign and creative development and other customer marketing activities
• Acting as a subject matter expert for assigned markets and customer segments and related product and service offerings for internal and external audiences
  
  
  

The Skills You'll Need

To succeed in this role, you’ll need substantial experience in acquisition and go-to-market planning and content development and delivery across multiple media and customer communications channels. With strong experience of media planning and measurement and external agency management, you’ll also bring deep knowledge and understanding of managing business-to-consumer markets and market segments.

You’ll also need the ability to maintain multiple projects simultaneously, working both as part of a team and individually and you’ll demonstrate strong proficiency in zeroing-in on relevant market and market segment drivers and indicators, with an instinct for knowing what matters and what doesn’t.

In addition, you’ll need:

• A strong aptitude for understanding and determining the impact of compliance and regulatory requirements on market preferences and product offerings
• The ability to successfully interact with a variety of roles and decision-making levels within and outside the company
• A proven ability to build relationships with senior leaders and work collaboratively on complex marketing and strategic initiatives that add value and support business priorities
• Budget management experience
• The instinctive ability to decipher large amounts of data and requests, and distil into clear strategies and communications
• The ability to maintain multiple projects simultaneously, working both as part of a team and individually
• Excellent leadership and coaching skills
• Strong written and verbal communications skills