Barclays - AVP - Marketing Analytics - Retail Banking Portfolio

About ACE/Marketing Analytics :

The ACE team is part of the Marketing analytics team in GAU, and is responsible for using high end data analytics to drive revenue growth for Barclays UK retail portfolio through segmentation, strategy, pricing and targeting analysis.

Overall purpose of role :

- Responsible for Marketing Analytics for Retail banking portfolio, both Assets & Liabilities - Building response models, cross-sell models, attrition & loyalty modelling, customer segmentation & profiling, targeting strategies, production of monitoring MI and Analytics evaluating campaign performance

- Team management & mentoring

Key Accountabilities :

Modelling & Analytics (40%) :

- Develop predictive models & targeting strategies to support Marketing efforts

- Develop and execute a comprehensive cross sell, retention and growth strategy for existing customers, both for assets & liabilities

- Increase awareness and market share for deposits through product/event led campaigns

- Value added offers and services to customers to improve customer engagement

- Design and implement a Customer Life Cycle Management (CLCM) program to improve customer service & brand experience, increase product penetration and control attrition

Performance evaluation MI (30%) :

- Production of regular performance monitoring across all marketing campaigns

- Performance monitoring of models / scorecards

- Identification of enhancements within agreed parameters to optimise performance

Team & Stakeholder management (30%) :

- Manage and mentor a team of analysts, ensuring accurate and timely project delivery

- Introduce cutting edge techniques of modelling /segmentation / analytics through proactive thinking

- Engage with on-shore partners and business heads to scope out analytics projects in line with business expectation

Person Specification :

Skills and Competencies :

Essential :

- Extensive experience in marketing analytics for retail lending portfolio

- Knowledge of retail financial services & products

- Aptitude for using statistical programming languages

- Ability to lead a team independently

Preffered :

- Strong understanding of lending products from marketing, finance, risk and policy perspective

- Proficiency in SAS and SQL, or other suitable statistical programming language

- Strong ability to train and execute

Knowledge and Expertise:

Essential :

- Awareness of the financial services industry

- Knowledge of scorecard modelling techniques

- Strong analytical, technical and/or statistical skills

Preffered :

- Knowledge of Credit Industry Product lines

- Knowledge of portfolio and customer dynamics

Experience and Qualifications :

Essential :

- A degree in quantitative discipline

- Strong tracking records in developing the best-in-class tools and models for large financial institutions

- Strong analytical background, data driven, results orientated

Preferred :

- Masters in Statistics, Mathematics, Economics, operational research field, CA, Engineer, MBA