Head of Proposition and Go-to-Market, CMO - BPL in London

Accountable for defining and executing how Barclaycard Payments translates product capabilities into compelling, customer‑led market propositions that drive commercial growth. This role leads the design, articulation and activation of value propositions anchored in clearly defined customer segments and verticals. It ensures every proposition represents a strong, evidence‑based fit between customer needs and our product capabilities—translating what we build into outcomes customers value and are willing to pay for.

Key Accountabilities

• Develop deep understanding of current and future customer segments, profiles, needs, and market trends.
• Lead the implementation and adoption of the BPL Value Proposition Design methodology across the business.
• Ensure products, services, and propositions deliver clear customer and commercial value.
• Partner cross‑functionally with CMO, Sales, Product, Pricing, and Operations to shape and optimise propositions.
• Monitor proposition performance, customer outcomes, and segment trends to inform continuous improvement.
• Coordinate go‑to‑market activities, governance forums, and launch readiness for new propositions.
• Establish and maintain feedback loops to assess proposition effectiveness and drive ongoing refinement.
• Support prioritisation and strategic decision‑making through customer insight and performance data.

Leadership and Organisation

• Lead and inspire across the organisation, bringing together teams from multiple business areas and motivating them to deliver against the Barclaycard Payments strategy.
• Work in partnership with stakeholders within Barclays and Barclaycard Payments to establish a clear operating model.
• Develop relationships and networks across Barclays, demonstrating a collaborative enterprise leadership style.
• Utilise your experience, knowledge and network to bring new ideas and create a culture of innovation aligned to technology trends in the payments space.
• Contribute to the development of a high‑performance culture within the TB & Barclaycard Payments Business, developing your teams, and ensuring that team and individual goals are commercial and achievable.
• Embed a client‑centric culture led by customer research and insight, ensuring that good customer outcomes are at the centre of all decisions.
• Champion Barclays Diversity, Equity & Inclusion commitment by recruiting with diversity in mind and building diverse succession plans.

Stakeholder Management and Leadership

• Build a culture of self‑insight, encouraging understanding of own drivers, strengths and development areas.
• Provide education and insight on industry players and successful approaches.
• Facilitate collaboration by setting clear agendas where business areas and functions understand their contribution to organisational success.
• Develop others by setting challenging objectives and holding others to account, leading succession planning.
• Enable high performance by setting standards of accountability and empowering leaders to take calculated risks.
• Build relationships and maintain trust with internal and external teams, challenging people and systems that do not support this culture.
• Influence and align teams behind a strong vision and obtain buy‑in across the organisation.

Decision‑Making and Problem‑Solving

• Make critical decisions using a flexible, agile process and promote a culture that places stakeholder needs at the forefront.
• Drive continuous improvement and innovation, continuously improving business processes.
• Define and execute change, championing change and building stakeholder support.
• Build an effective control environment, ensuring that processes, risks, and controls are applied to achieve good outcomes for the bank and its customers.

Risk and Control Objective

Accountable for ensuring that the CMO team adheres to all internal and external regulatory policies to protect Barclays group stakeholders, including customers. All activities must comply with regulatory requirements, the Enterprise‑Wide Risk Management Framework, and Barclays policies.

Purpose of the Role

Develop proposition positioning with prospects and existing customers, drive awareness and conversion across marketing channels, and work closely with product, proposition, and channel owners to optimise communication and drive customer and commercial metrics.

Accountabilities

• Review research and analysis on target audience, market trends, competitors and industry innovation to identify unique positioning.
• Identify key benefits and features that differentiate Barclays proposition from competitors.
• Collaborate with marketing, product and sales to ensure effective communication across channels.
• Collaborate with internal teams such as product development to incorporate feedback.
• Monitor and improve proposition effectiveness through data‑driven insights to meet KPIs.
• Develop recommendations to stakeholders to support strategic decision‑making on product development, portfolio management and pricing.

Director Expectations

• Manage a business function, contributing to strategic initiatives and influencing policy and procedures.
• Lead a large team or sub‑function, embedding a performance culture aligned to business values.
• Act as deep technical expert and thought leader, identifying new ways of working and collaborating cross‑functionally.
• Provide expert advice to senior management and influence decisions within and outside the function.
• Manage, coordinate and enable resourcing, budgeting and policy creation for a significant sub‑function.
• Escalate breaches of policies appropriately and ensure compliance with regulations.
• Monitor external environment to influence regulators and advocacy groups when appropriate.
• Demonstrate strategic knowledge of how the function integrates with the business division and group objectives.
• Maintain comprehensive knowledge of industry theories, practices, and external market developments.
• Use interpretative thinking and advanced analytical skills to solve complex problems.
• Exercise management authority to make significant decisions and offer recommendations.
• Negotiate with and influence stakeholders at a senior level internally and externally.
• Act as a principal contact point for key clients and counterparts in other functions.
• Serve as spokesperson for the function and business division.