Head of Mass Affluent Acquisition and Digital Engagement

Barclays

London

About Mass Affluent
The Mass Affluent Business represents a significant growth opportunity for the bank as we expand our ability to address the Advice Gap in the UK and serve clients with investable assets below £1 million. As part of our broader Affluent segment, this innovative offering is planning-led, providing clients with straightforward and accessible investment solutions tailored to their individual needs. Clients within the proposition benefit from a seamless journey that integrates digital channels with expert adviser support, ensuring a truly connected experience.
Overall purpose of role
As Head of Mass Affluent Acquisition and Digital Engagement, you will lead the strategic direction and delivery of our Mass Affluent client acquisition agenda, driving growth within this high-potential business areas. This role is responsible for shaping a multi-year strategy to attract and engage clients with investable assets below £1 million, leveraging data insights, digital innovation, and strong stakeholder relationships. By collaborating across the business and with external partners, you will play a pivotal role in expanding our reach and delivering sustainable commercial success for the Mass Affluent segment.
Key Accountabilities
Accountable for defining and delivering a 3–5 year acquisition strategy to achieve commercial targets for the Mass Affluent business.
Responsible for ongoing relationship management with Barclays UK and internal lead generation networks for the Mass Affluent segment.
Lead the development and management of key external introducer channels.
Define and coordinate the delivery of a data strategy for identifying target clients.
Use data insights to recommend resource allocation to achieve commercial targets.
Own the marketing and content strategy for Mass Affluent, working with key stakeholders across the business.
Ensure a coordinated approach with Digital Investing and other PBWM businesses for client acquisition, marketing, content, and engagement.
Stakeholder Management and Leadership
Build and maintain strong relationships with key stakeholders including Mass Affluent Distribution, Digital Investing, PBWM, Barclays UK, and external introducers.
Collaborate with cross-functional teams to ensure strategic alignment and delivery of acquisition, marketing, and engagement initiatives.
Act as principal contact point for key clients and senior counterparts in other functions/business divisions.
Influence and negotiate with senior stakeholders internally and externally to drive business objectives.
Decision-making and Problem Solving
Apply advanced analytical skills and commercial judgement to inform strategic decisions and resource allocation.
Demonstrate agility in prioritising and organising complex workloads, solving problems creatively and decisively.
Leverage digital expertise and sector experience to drive continuous improvement and innovation.
Operate effectively in ambiguous and fast-paced environments, delivering clear and impactful outcomes for the business.
Risk and Control Objective
Take ownership for managing risk and strengthening controls in relation to the work you do
Purpose of the role
To identify and capitalise on business opportunities, expansion of the customer base, relationship management, and driving of revenue growth.
Accountabilities
Execution of market research and analysis to support the identification of potential opportunities, market trends, and customer needs, to develop strategies for business growth.
Identification of leads through various channels such as networking, referrals, cold calling, and attending industry events.
Management of existing client relationships to understand their needs and identify opportunities for cross-selling or upselling banking products and services.
Development and execution of strategies to acquire new business and expand the customer base, including preparation of proposals, presentations, and negotiation of contracts.
Collaboration with product managers, credit analysts, product specialists, operations, and other internal stakeholders to ensure seamless delivery of products and services to clients.
Forecasting of sales targets and tracking progress against goals, including regular reports on business development activities, pipeline status, and sales performance to management.
Contribution to the development of business development strategies and initiatives to drive revenue growth and achieve business objectives.
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.

Posted 2025-09-14

Recommended Jobs

Barista, London

Bartlett Mitchell

We’re a multi award-winning contract catering company, with a team of trained foodies serving over 45,500 satisfied customers every day. We now have an exciting opportunity for a trained Barista to j…

Posted 2025-09-10

Workday UK Payroll Lead

Job Description Do you want to play a crucial role in HR transformations powered by Workday? Are you ready for your next odyssey? Then, join our winning team; we deliver on the promise of excellen…

Posted 2025-09-10

Learning Support Worker

Southwark, Greater London

Learning Support Worker Southwark College, part of NCG Group (a leading national provider of education and training) is looking to recruit a Learning Support Worker. Based at our Sout…

Posted 2025-09-11

M&E Project Manager

Wandsworth, Greater London

M&E Project Manager required on a high end residential project . OHUK are seeking an experienced MEP Project Manager to oversee the full lifecycle of a luxury residential project in the Wandswor…

Posted 2025-09-10

Team Manager London Department Stores

INTRODUCTION At Burberry, we believe creativity opens spaces. Our purpose is to unlock the power of imagination to push boundaries and open new possibilities for our people, our customers and our …

Posted 2025-09-13

Real Estate Finance lawyer 2+ years’ PQE LONDON

Farrar Levin Legal Recruitment

Commercial law firm in London requires a Real Estate Finance lawyer 2 or more years’ PQE. This Real Estate Finance team is a market leading team which acts lender side for major banks, debt funds, in…

Posted 2025-09-10

Senior M&E Quantity Surveyor - Construction Consultancy, London

Flagship Consulting

Job Description: Senior M&E Quantity Surveyor – Construction Consultancy, London Job Title: Senior M&E Quantity Surveyor Location: London, UK Employment Type: Full-Time Industry: Construct…

Posted 2025-09-11

Supplier Quality Engineer

Platform Recruitment

Hounslow, Greater London

Job Title: Supplier Quality Engineer Location: West London (Office-based) Salary: £40,000 - £45,000 per annum Contract: Permanent, Full-time The Company A leading UK-based design and manufacturing bu…

Posted 2025-09-09

Task/Games AP

We are looking for Challenge/ Games/ Task APs for a brand new challenge/competition series. ROLE: Challenge/ Games/ Task APs We are looking for candidates who have a strong background working in…

Posted 2025-09-10

Junior Python Developer

Junior Python Developer – Fintech Quant Capital is urgently looking for a Python Developer to join our high profile client. Our client is a leading FinTech company based in the City of London…

Posted 2025-09-10