Barclays
Head of Content Strategy & Management
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Job Description
Purpose of the role
To create content that highlights and promotes the bank’s goals and objectives across various platforms and omnichannels to appropriate channels by crafting compelling narratives and designing engaging visual content
Accountabilities
- Collaboration with internal stakeholders to develop content messages, themes and topics which communicate the bank’s objectives.
- Management of the end-to-end content creation process including as needed writing, editing, animation creation, and static asset development which will be used and communicated across platforms.
- Management of content that engages clients and other stakeholders via articles, social media, videos and infographics.
- Monitoring the performance of content across various channels using analytics tools.
- In certain cases, development and maintenance of platforms such as microsites to promote the bank’s business objectives, values, products, services and campaigns for specific audiences.
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.
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Head of Content Strategy & Management
The Head of Content Strategy & Management is responsible for defining and delivering the content strategy and operating model for UK Corporate Bank (UKCB), translating business strategy, proposition priorities and growth ambitions into the content, collateral and sales-enablement capabilities required by colleagues and clients. The role has end-to-end accountability for the content lifecycle, from strategy, planning and creation through to governance, distribution, adoption, measurement and continuous improvement, ensuring content is client-centric, differentiated, compliant and aligned to commercial priorities.
Working closely with UK and International Corporate Banking Coverage, Global Transaction Banking, Product, Propositions, Marketing and control functions, the role will build a coherent and trusted content ecosystem that enables colleagues to quickly find, tailor and activate the right content for relevant client conversations. A key part of the remit is to lead the strategic transformation of the sales-enablement and content-management environment, simplifying fragmented content and processes, strengthening governance and establishing the platforms, insight and ways of working required to improve colleague productivity and commercial effectiveness.
KEY RESPONSIBILITIES
- Lead the content strategy and operating model: Set the strategic direction, principles, standards, ownership and prioritisation framework for internal and client-facing content across UKCB, aligning investment to business strategy, propositions and commercial priorities.
- Establish effective content governance: Own the end-to-end content lifecycle, including commissioning, creation, approval, publishing, maintenance, version control, review and retirement. Chair or support appropriate governance forums to resolve priorities, ownership and cross-functional dependencies.
- Build and own a trusted content ecosystem: Define and deliver a platform and information architecture strategy that makes approved content current, easy to find, reusable and accessible within colleague workflows, while reducing duplication and fragmentation.
- Lead sales-enablement and content transformation: Shape and deliver a large-scale transformation of content, platforms, processes and ways of working, supported by a clear target operating model, roadmap, business case, adoption strategy and measures of success.
- Create proposition-led sales collateral: Lead the development of compelling, client-centric content at sector, regional, segment, solution and product-proposition level, bringing propositions to life through thought leadership, credentials, case studies, awards, insights and differentiated proof points.
- Activate propositions through sales enablement: Create and package content into practical playbooks, talk tracks, campaign packs, battlecards, capability guides, competitor comparisons, opportunity-spotting tools and client-conversation materials.
- Own sales-enablement platform strategy: Lead the implementation, optimisation and adoption of Highspot, Seismic or an equivalent enterprise sales-enablement platform, including content architecture, taxonomy, permissions, governance, migration, integration requirements and user experience.
- Drive adoption and behavioural change: Develop the engagement, communication, training and change interventions required to embed new platforms and ways of working across Coverage, Product and other stakeholder communities.
- Use insight to improve effectiveness: Establish measures for content quality, usage, findability, adoption and engagement, using colleague feedback, client insight, platform analytics and commercial outcomes to continuously improve the content estate and prioritise future investment.
- Provide senior functional leadership: Build and lead a high-performing content capability, managing internal teams, specialist partners and external vendors while developing clear accountabilities, skills and quality standards.
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EXPERIENCE
- Significant experience in Global Corporate Banking, with a strong understanding of corporate client segments and needs, Corporate Banking and Transaction Banking products and solutions, sales journeys, buying considerations and competitor positioning.
- Extensive leadership experience in content strategy, commercial content, proposition marketing, sales enablement or a related discipline, ideally gained through a comparable role in a large, complex and regulated organisation.
- Demonstrable experience of leading a large-scale strategic sales-enablement and content transformation, moving from fragmented content, repositories and ways of working to an integrated, governed and measurable content ecosystem.
- Experience of developing and delivering a transformation strategy from initial diagnosis and business case through to target operating model, roadmap, platform implementation or optimisation, content migration, change management, adoption and benefits realisation.
- Practical experience of implementing, optimising or owning an enterprise sales-enablement platform, including content structure and taxonomy, governance, permissions, content remediation, migration, user adoption, training, analytics and integration with the wider technology estate.
- Strong understanding of the disciplines required to make sales-enablement technology successful, recognising that value is dependent on high-quality content, clear ownership, effective governance, integration into colleague workflows and sustained behavioural change.
- Excellent verbal, written and editorial communication skills, with a proven ability to translate complex propositions, product capabilities and technical information into clear, differentiated and client-focused narratives and sales materials.
- Strong commercial judgement, with the ability to assess content requirements against strategic priorities, client needs and potential commercial value rather than measuring success solely through the volume of content produced.
- Proven ability to operate across organisational boundaries and lead through influence, working effectively with senior leaders and teams across Coverage, Product, Propositions, Marketing, Digital, Technology, Data, Risk, Legal, Compliance and Procurement.
- Experience of establishing content governance, including standards, ownership, prioritisation, approval routes, lifecycle controls, performance measures and senior decision-making forums.
- Strong change and stakeholder-management capability, with experience of securing executive sponsorship, challenging established ways of working and driving adoption across large, geographically or functionally diverse colleague populations.
- Experience of using data, user insight and platform analytics to evaluate content effectiveness, inform investment decisions and demonstrate the relationship between enablement activity, colleague productivity, client engagement and commercial outcomes.
- Experience of building, leading and developing high-performing teams and managing specialist agencies, vendors or delivery partners.
- Familiarity with emerging AI-enabled content and revenue-enablement capabilities, including governed content discovery, content recommendations, assisted personalisation and sales guidance, would be advantageous.
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