Vice President of Corporate Account Based Marketing

The Vice President of Corporate Account Based Marketing is responsible for leading the creation and execution of a targeted, insight-led account-based marketing (ABM) strategy focused on acquiring large enterprise corporate clients. Working in lockstep with Sales and Commercial teams, the role translates account priorities and pipeline opportunities into coordinated, high impact marketing plans that generate qualified demand and accelerate the progression of Corporate opportunities through the funnel. This is a triage-and-build mandate. There is no existing ABM function—no existing account list, no fixed channel mix, and no precedent for marketing supporting Corporate Sales teams before. You'll define the strategic shape of the programme from the ground up, earning Sales' trust along the way and recommending what headcount, contractors, and agency partners you need to bring your plan to life.

Reporting directly to the Director, Head of Growth Marketing, you’ll collaborate cross functionally with Product, Sales, and Operations teams to ensure campaigns are executed to a high standard, while also maintaining governance and planning disciplines to meet commercial objectives, brand guidelines, and regulatory requirements. Success in the role is measured through continuous tracking and reporting of ABM performance, including engagement, lead generation, pipeline contribution, and conversion, with a focus on driving ongoing improvement and business growth.

Location: This role is located in our London or Northampton offices.

Purpose of the role: To develop, deliver and maintain a results-driven approach to digital marketing, to effectively acquire customers. Manage and optimise the conversion journey through paid (including PPC and Affiliates) and organic channels.

Qualifications:

• Extensive marketing experience with expertise in account-based marketing, enterprise client acquisition, and demand generation within complex B2B environments.
• Hands-on experience managing agencies end-to-end, from briefing through to optimisation, to deliver standout, results driven marketing executions.
• Proven track record of designing and executing successful ABM strategies for large enterprise organisations in a variety of digital and non-digital channels, delivering measurable impact on pipeline growth, lead quality, and conversion rates.
• Demonstrable ability to operate effectively in ambiguous, fast-paced, and evolving environments, bringing structure to complexity while maintaining a clear focus on commercial outcomes.
• Commercial acumen with the capability to align marketing strategies closely to sales objectives, driving tangible business growth and revenue impact.

Accountabilities:

• Development and implementation of performance marketing strategies aligned with business goals, including identification of target audiences, establishment of campaign objectives, and selection of appropriate marketing channels.
• Planning, execution and optimisation of activity across various traditional and digital channels (including paid and affiliates) where relevant, including establishment of campaign budgets, monitoring of performance metrics, and implementation of data-driven optimisations to improve ROI.
• Analysis of campaign performance data and insights, and preparation of regular reports to evaluate the effectiveness of activity.
• Optimisation of marketing channels, including landing pages, user journeys, and conversion funnels to improve conversion rates of marketing campaigns (CRO).
• Management of performance marketing budget, ensuring efficient allocation of resources, monitoring campaign costs, negotiation of contracts with vendors, and optimisation of spending to achieve marketing objectives.
• Stay updated on competitive trends, marketing technologies and tools to enhance campaign efficiency, where appropriate.

Vice President Expectations:

• To contribute or set strategy, drive requirements and make recommendations for change.
• Plan resources, budgets and policies; manage and maintain policies/processes; deliver continuous improvements and elevate breaches of policies/procedures.
• If managing a team, they define jobs and responsibilities, plan for the department’s future needs and operations, counsel employees on performance and contribute to employee pay decisions/changes.
• They may also lead a number of specialists to influence the operations of a department, in alignment with strategic as well as tactical priorities, while balancing short and long term goals and ensuring that budgets and schedules meet corporate requirements.
• 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 be a subject matter expert within own discipline and will guide technical direction.
• They will lead collaborative, multi-year assignments and guide team members through structured assignments, identify the need for the inclusion of other areas of specialisation to complete assignments.
• They will train, guide and coach less experienced specialists and provide information affecting long term profits, organisational risks and strategic decisions.
• Advise key stakeholders, including functional leadership teams and senior management on functional and cross functional areas of impact and alignment.
• Manage and mitigate risks through assessment, in support of the control and governance agenda.
• Demonstrate leadership and accountability for managing risk and strengthening controls in relation to the work your team does.
• Demonstrate comprehensive understanding of the organisation functions to contribute to achieving the goals of the business.
• Collaborate with other areas of work, for business aligned support areas to keep up to speed with business activity and the business strategies.
• Create solutions based on sophisticated analytical thought comparing and selecting complex alternatives.
• In-depth analysis with interpretative thinking will be required to define problems and develop innovative solutions.
• Adopt and include the outcomes of extensive research in problem solving processes.
• Seek out, build and maintain trusting relationships and partnerships with internal and external stakeholders in order to accomplish key business objectives, using influencing and negotiating skills to achieve outcomes.

All colleagues will be expected to demonstrate the Barclays Values of Respect, Integrity, Service, Excellence and Stewardship – our moral compass, helping us do what we believe is right. They will also be expected to demonstrate the Barclays Mindset – to Empower, Challenge and Drive – the operating manual for how we behave.