Digital Manager: Proactive Engagement - CRM Automation Manager

Barclays UK; City Of London; Hybrid; GBP 60,000 - 80,000; Full time

Job summary

A leading financial institution is seeking a Digital Manager: Proactive Engagement - CRM Automation Manager to enhance customer engagement through CRM automation and lifecycle management. The ideal candidate will collaborate across various teams and leverage customer data to deliver optimal experiences. Strong analytical and stakeholder management skills are essential for success in this role.

Qualifications

• Experience consulting with Marketing, CLCM, or Product teams.
• Ability to translate business needs into actionable CRM cases.
• Understanding of multi-channel customer journeys.

Responsibilities

• Drive customer engagement through CRM automation.
• Conduct market research to identify trends.
• Develop pricing models for financial products.

Skills

CRM strategy

Customer lifecycle management

Analytical mindset

Stakeholder management

Tools

Salesforce

Pega

Adobe

OptiMove

Braze

Job description

As the Digital Manager: Proactive Engagement - CRM Automation Manager, you will be responsible for shaping and executing the strategic development of customer engagement through data-driven CRM automation, lifecycle management, and personalisation initiatives. Acting as a strategic advisor across Marketing, Lifecycle, Product, Martech, and Data functions, you will ensure that customer journeys and communications are effectively designed, prioritised, and activated across all channels. You will leverage customer data and decisioning capabilities to deliver timely, relevant, and compliant customer experiences. Through strong cross-functional collaboration, you will drive the adoption of CRM and automation best practices, support governance standards, and promote continuous improvement to enhance both business performance and customer engagement.

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Qualifications

• Background in CRM strategy, customer lifecycle management, or personalisation strategy.
• Experience consulting or partnering with Marketing, CLCM, or Product teams to define customer engagement plans.
• Proven ability to translate business needs into actionable CRM or decisioning use cases.
• Understanding of multi-channel customer journeys (email, SMS, push, app, web, and paid media).
• Good stakeholder management and influencing skills, especially across technical and non-technical teams.
• Good analytical mindset with the ability to interpret data and shape recommendations.

Highly Valued Skills

• Experience working with or alongside teams using CRM and decisioning technologies (e.g. Salesforce, Pega, Adobe, OptiMove, Braze or similar).
• Knowledge of agile delivery practices and backlog management.
• Familiarity with data privacy, consent management, and governance in CRM programmes.
• Previous experience in a complex, matrixed organisation (e.g. financial services, telecoms, or retail).

You may be assessed on the key critical skills relevant for success in role, such as risk and controls, change and transformation, business acumen strategic thinking and digital and technology, as well as job-specific technical skills.

This role can be based in London (1CP), Glasgow, Knutsford or Northampton.

Purpose of the role

To drive the success of the commercial banking segment through market analysis, product development, sales and relationship management, risk management, and performance.

Accountabilities

• Execution of market research to understand the competitive landscape, identify market trends and opportunities, and develop strategies to capture market share within the commercial banking segment, taking into consideration industry, size, and growth stage.
• Development of appropriate pricing models for different products and services, ensuring profitability while remaining competitive in the market.
• Development, implementation and management of innovative financial solutions, services and products aligned to the banks objectives and are tailored to the commercial banking segment, including loan products, cash management solutions, and trade finance services.
• Identification and forging of strategic partnerships with other financial institutions, technology providers, or industry experts to expand product offerings and reach new client segments.
• Management of key stakeholder relationships within target companies to understand their needs and recommend appropriate solutions.
• Development and implementation of sales strategies including the establishment of sales targets, identification of sales channels to reach potential clients and objectives for loan terms to support the negotiation process and development of service agreements.
• Monitoring of key leading and lagging metrics such as new client acquisition, loan volume, revenue generation, and market share to assess the performance of the commercial banking segment. Funnel and journey optimisation are key to delivery of service and commercial performance.

Assistant Vice President Expectations

• To advise and influence decision making, contribute to policy development and take responsibility for operational effectiveness. Collaborate closely with other functions/ business divisions.
• Lead a team performing complex tasks, using well developed professional knowledge and skills to deliver on work that impacts the whole business function. Set 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 areas of specialisation to complete assignments. They will identify new directions for assignments and/ or projects, identifying a combination of cross functional methodologies or practices to meet required outcomes.
• Consult on complex issues; providing advice to People Leaders to support the resolution of escalated issues.
• Identify ways to mitigate risk and developing new policies/procedures in support of the control and governance agenda.
• Take ownership for managing risk and strengthening controls in relation to the work done.
• Perform work that is closely related to that of other areas, which requires understanding of how areas coordinate and contribute to the achievement of the objectives of the organisation sub-function.
• Collaborate with other areas of work, for business aligned support areas to keep up to speed with business activity and the business strategy.
• Engage in complex analysis of data from multiple sources of information, internal and external sources such as procedures and practises (in other areas, teams, companies, etc).to solve problems creatively and effectively.
• Communicate complex information. 'Complex' information could include sensitive information or information that is difficult to communicate because of its content or the audience.
• Influence or convince stakeholders 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.