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Head of Brand and Customer Engagement (Tesco Bank)

Edinburgh, United Kingdom; Glasgow, United Kingdom

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Date live: 20/03/2026

Business Area: Unsecured Lending

Area of Expertise: Marketing

Contract: Permanent

Reference Code: JR-0000103321

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Barclays Marketing

Join Marketing at Barclays to create integrated marketing strategies for Barclays. Your efforts will focus on planning, budgeting, and maximising ROI to enhance brand positioning and achieve commercial growth.

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We’re looking for a Head of Brand and Customer Engagement to shape a Tesco Bank that feels more helpful, more rewarding, and unmistakably Tesco in everything we do.

In this role, you’ll bring together brand, comms, insight and creativity to shape how we show up for customers every day; helping new customers discover us and ensuring our existing customers feel supported and valued. You’ll draw on both creative thinking and data‑driven insight, combining them to deliver broad-reaching campaigns alongside personalised 1:1 comms that genuinely make a difference.

Smarter, joined‑up marketing that cuts through complexity and keeps customers at the heart of every decision will be central to your leadership. You’ll set the pace across our short- and long-term plans, guiding brilliant integrated campaigns and overseeing how we talk to customers across all our channels.

Leading teams across comms, brand and CRM - and spanning our three strategic products of credit cards, loans and savings - you’ll collaborate closely with colleagues in Marketing, CX and the Value Stream, as well as our agency partners. The role spans the full customer lifecycle, from acquisition through to in‑life engagement, creating moments that feel clear, consistent and connected, while celebrating the best of Tesco and raising the bar for our customers.

Key Accountabilities

  • Lead the development of annual and mid‑term marketing plans aligned to Tesco Bank’s strategy, customer needs and commercial objectives, ensuring these plans help make how we operate simpler.
  • Ensure plans fully consider the customer lifecycle (acquisition, engagement, retention and cross‑sell) informed by market insight, customer research and competitor analysis, to deliver better journeys and experiences.
  • Lead the creation and delivery of integrated, insight‑driven campaigns – across paid/organic digital and Tesco owned channels - with focus on effectiveness, efficiency and ROI.
  • Lead in‑house CRM and servicing teams to deliver personalised, automated 1:1 communications across expanding channels (such as our mobile app), setting and optimising the data‑driven contact strategy to reach customers in the moments that matter and grow lifetime value.
  • Use the Tesco Clubcard base as a strategic lever for engagement, cross‑sell and channel adoption, while ensuring robust regulatory compliance across all marketing, service and mandatory communications.
  • Lead the strategy, stewardship and socialisation of Tesco Bank’s brand positioning, guidelines and assets, including its role within Barclays’ multibrand strategy and the Tesco Masterbrand.

Purpose of the role

To develop and implement marketing strategies to promote brand, products, and services across various markets

Accountabilities

  • Development and implementation of marketing strategies and delivery that aligns with the banks business objectives and are informed by market research, customer needs and competitive landscape.
  • Collaboration with product development, sales, and other departments to align marketing efforts with overall business objectives, to achieve specific, well defined outcomes, as needed.
  • Development of compelling and targeted content for various marketing channels, including print, media and related collateral, if needed.
  • Analysis of data to make informed decisions and optimize marketing strategies, use of data analytics tools to measure and report on the performance of marketing campaigns.
  • Management of the marketing budget, allocating resources to maximise ROI.
  • Defines marketing vision, sets goals, clarifies objectives and works across organisations to achieve specific, well defined outcomes.

Director Expectations

  • To manage a business function, providing significant input to function wide strategic initiatives. Contribute to and influence policy and procedures for the function and plan, manage and consult on multiple complex and critical strategic projects, which may be business wide..
  • They manage the direction of a large team or sub-function, leading other people managers and embedding a performance culture aligned to the values of the business. Or for an individual contributor, they lead organisation wide projects and act as deep technical expert and thought leader, identifying new ways of working and collaborating cross functionally. They will train, guide and coach less experienced specialists and provide information affecting long term profits, organisational risks and strategic decisions..
  • Provide expert advice to senior functional management and committees to influence decisions made outside of own function, offering significant input to function wide strategic initiatives.
  • Manage, coordinate and enable resourcing, budgeting and policy creation for a significant sub-function.
  • Escalates breaches of policies / procedure appropriately.
  • Foster and guide compliance, ensure regulations are observed that relevant processes in place to facilitate adherence.
  • Focus on the external environment, regulators, or advocacy groups to both monitor and influence on behalf of Barclays, when appropriate.
  • Demonstrate extensive knowledge of how the function integrates with the business division / Group to achieve the overall business objectives.
  • Maintain broad and comprehensive knowledge of industry theories and practices within own discipline alongside up-to-date relevant sector / functional knowledge, and insight into external market developments / initiatives.
  • Use interpretative thinking and advanced analytical skills to solve problems and design solutions in often complex/ sensitive situations.
  • Exercise management authority to make significant decisions and certain strategic decisions or recommendations within own area.
  • Negotiate with and influence stakeholders at a senior level both internally and externally.
  • Act as principal contact point for key clients and counterparts in other functions/ businesses divisions.
  • Mandated as a spokesperson for the function and business division.

All Senior 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.

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.

Barclays welcomes applications from all candidates and is committed to ensuring reasonable adjustments (accommodations) are put in place to allow for a fair and inclusive recruitment process. For more information and how to request one, please review Adjustments to the recruitment process.

We’re a global, vital and highly respected financial organisation with an inspiring Purpose. Operating in 39 countries and employing around 100,000 people across the world, we help communities, individuals and businesses thrive. And we’ve created financial solutions and technology that the world now takes for granted. A career with us can offer incredible variety, depth and breadth of experience, and the chance to learn from some of the best minds in technology and finance.

To find out more about Barclays' strategy please click here.

We are an equal opportunity employer and opposed to discrimination on any grounds. It is the policy of Barclays to ensure equal employment opportunity without discrimination or harassment on the basis of race, colour, creed, religion, national origin, alienage or citizenship status, age, sex, sexual orientation, gender identity or expression, marital or domestic/civil partnership status, disability, veteran status, genetic information, or any other basis protected by law.

Barclays is required by law to confirm that you have the Legal Right to Work in any role that you apply for. If you currently hold a work visa sponsored by Barclays, or you would require sponsorship from Barclays, you must declare this as part of your application. Sponsored visas are role and entity specific and any changes must be reviewed. It is important that you ensure you are working on the correct visa at all times. Failure to accurately disclose your visa status or Legal Right to Work may result in your application or any employment offer being withdrawn at any time.

Learn more about Barclays locations

Across our campuses, we offer modern workspaces, collaborative areas, and state-of-the-art meeting rooms. Facilities include wellness rooms, on-site cafeterias, fitness centers, and tech-equipped workstations. Designed for innovation and comfort, they support a dynamic and productive work environment.

Gain access to wellness rooms, gyms and mental health support.

Our welcoming and inclusive culture supports you to bring your whole self to work, explore your potential and pursue your passions.

Modern spaces designed for teamwork and brainstorming.

There’s so much more than work to involve and engage you on campus. From socialising to sports, from community events to volunteering.

Learn more about Barclays locations

Across our campuses, we offer modern workspaces, collaborative areas, and state-of-the-art meeting rooms. Facilities include wellness rooms, on-site cafeterias, fitness centers, and tech-equipped workstations. Designed for innovation and comfort, they support a dynamic and productive work environment.

Health and wellness

Gain access to wellness rooms, gyms and mental health support.

A place where you can belong

Our welcoming and inclusive culture supports you to bring your whole self to work, explore your potential and pursue your passions.

Collaborative Areas

Modern spaces designed for teamwork and brainstorming.

More than work

There’s so much more than work to involve and engage you on campus. From socialising to sports, from community events to volunteering.

Multicultural ERGs at Barclays

Be you. Be valued. Belong.

We celebrate the unique perspectives and experiences each individual brings, believing our differences make us stronger and drive success.

You can learn more about our commitment to our colleague on our Inclusion and Opportunities page.

Learn more

Application Process

Your application

We’ll ask for information about you, your CV and cover letter.

1

Your assessment

Covering your behaviours and ability at work.

2

Your interview

Exploring your past experiences and skills.

3

Next step

We’ll request additional information so that you can complete our screening process

4
How to ApplyRead our FAQ's
Barclays

Working flexibly

We’re committed to providing a supportive and inclusive culture and environment for you to work in. This environment recognises and supports your personal needs, alongside the professional needs of our business. If you'd like to explore flexible working arrangements, please discuss this with the hiring manager. Your request will be reviewed in-line with the requirements of the role/business needs of the team.

Hybrid working

We have a structured approach to hybrid working, where colleagues work at an onsite location on fixed, ‘anchor’, days, as set by the business area. Please discuss the working pattern requirements for the role you are applying for with the hiring manager. Please note that working arrangements may be subject to change on reasonable notice to ensure we meet the needs of our business.

Barclays is built on an international scale.

Our geographic reach, our wide variety of functions, businesses, roles and locations reflect the rich diversity of our worldwide customer base. All of which means we offer incredible variety, depth and breadth of experience.
And the chance to learn from a globally diverse mix of colleagues, including some of the very best minds in banking, finance, technology and business. Throughout, we’ll encourage you to embrace mobility, exploring every part of our operations as you build your career.

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