Insights Director - #1735794

­­­­­­­­­­­­­­­­­­Overall purpose of role

Responsible for defining and leading the insight and research capabilities required to create leadership for Barclays UK [BUK]. The role-holder will define the vision, strategy and capability for insights, leading a culture of collaboration and innovation to provide world-class direction for Barclays UK and drive high-value financial and customer outcomes. They will direct and drive a high-performance Customer Insights team, to identify, evaluate and frame commercial and Customer opportunities across Barclays UK. They will drive strategic decisions on customer, product, proposition, channel, brand and reputational projects. They will lead the team to investigate these issues with hypothesis-driven analytics and use this insight to drive the wider BUK agenda to create value and achieve strong outcomes for customers, colleagues, the community and the company. They will put in place leading technical capabilities for BUK, harnessing the power of GenAI to create highly efficient insights and democratise access to research.

Key Accountabilities

• Provide expert consultancy to BUK senior leaders and Customer Journey Lab [CJL] Partners, to drive Customer Obsession in strategy and execution, prioritising the most effective opportunities to drive Customer Obsessed outcomes, and deliver world class experiences for Customers and Colleagues.
• Lead a team of high-performing customer insight specialists to provide consultancy and use appropriate techniques to drive Insights based on a detailed understanding of customer needs, Customer Experience priorities, buying motivations and psychology, and Behavioural Science
• Identify the top value-at-stake insight opportunities for BUK, to prioritise insight demand, maximise the team’s value creation, and manage the £5m Insight budget allocation.
• Own the design, test and build of BUK research across multiple sources (including customers, potential customers, colleagues and opinion formers) to identify drivers of value, and causal links between customer attitudes and behaviour, business opportunities and performance
• Build and develop an effective federated insight-sourcing and knowledge management capability, to ensure timely and effective creation and dissemination of customer insight. Provide quality assurance and a strong control environment for all BUK Insights, whether originated by the team or by BUK users.
• Drive high quality performance from the Insight team, third party insight agencies, and federated insight platforms, with tight control of quality, costs, risk and control
• Develop BUK’s portfolio of insight techniques and the team’s personal development, incorporating the latest developments in Agile, AI, Neuro- and Behavioural Science, combined with BUK Analytics assets to generate deeper, faster insights for BUK. Work with internal and external practitioners and agencies to identify new areas in which to develop customer insights, and track incremental uplift in performance
• Represent Barclays at industry forums to keep abreast of developments and share learnings across the function as appropriate. Be seen as an industry thought leader, and attract the best external talent to Barclays.
• Act as an ambassador for the Insights team, influencing and advising senior leaders and CJLs in identifying and driving value enhancing initiatives though provision of insight and analysis
  
  
  

Person Specification

• Leading Insight professional with significant proven experience in building best in class people and technical capability.
• Strategic and commercial mindset, with experience of managing budgets in excess of £5 million, and business benefits with a typical 10x ROI.
• Very strong strategic vision required with a proven ability to lead change.
• Passionate about delivering great customer outcomes, and able to harness this to transform colleague perspectives.
• Expert knowledge of research and insight techniques, and a pioneer in new approaches including GenAI, and federating capabilities to a broad user base.
• Proven skills in leadership, new product and brand development, communication and stakeholder management.
• Builds collaborative relationships with others to help create a flexible organisation, and is experienced in dealing with multiple stakeholders in different business functions who have different objectives. Thrives in a matrix environment.
• Drives ideas into proofs of concept, and then into realisable business opportunities.
• Will have demonstrated success in driving improvements to commercial performance, customer satisfaction and brand equity.
  
  
  

Essential Skills/Basic Qualifications

• Externally recognized as a leader in the tools and techniques of market research, GenAI, business consultancy and relationship management.
• Communicating complex material clearly to audiences (up to board level) so that complex and critical strategic recommendations are accepted and acted upon
• Providing innovative data-based solutions and models, representing world-class and leading-edge insight techniques to shape business strategy
• Proven specialist technical market research experience (agency and client-side), across qualitative and quantitative, including advanced statistical methods and GenAI applications in continuous and ad hoc research
• Leading at an advanced level on insights for CX improvement, New Product Development, data analysis/ segmentation, and Comms development
• Understanding and adhering to the requirements of GDPR, the Data Protection Act, the Market Research Society Code of Conduct and the Banking/ Business Banking Code.
• Cross functional matrix leadership experience
  
  
  

Purpose of the role

To identify and apply customer insight, market research and data analysis in order to inform business strategy, delivering successful proposition, experience and communication strategies to achieve deeper Customer relationships, commercial return, and improved reputational positioning, by putting the Customer Voice at the heart of everything we do.

Accountabilities

• Relationship management of Product, Channel and Marketing stakeholders, including identifying relevant stakeholders, and provision of consultancy services to define the key business questions to be addressed through research.
• Development of strategic direction for Customer Experience, proposition and communications development, including the implementation of up to date research methodologies and processes.
• Conducting thorough market research to understand market trends, competitive landscape, and regulatory changes to identify market opportunities. .
• Monitoring of emerging technologies, industry trends, design best practices, societal changes, and economic trends that may impact the Customer landscape and influence Barclays strategic decisions.
• Delivery of high quality, cost-effective and Agile research services, through effective management of internal and external research providers.
• Management of all risk relating to the Insight process, (and in particular Data Privacy risk) including identification of potential risks, development of strategies to mitigate those risks, and maintenance of alignment with Chief Controls Office and Data Privacy Compliance.
• Management of all Insight programmes, including oversight of colleagues and their performance, implementation of departmental goals and objectives, oversight of department efficiency and effectiveness. .
  
  
  

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.