Director - Demand Generation

Job Description

International Card Services (ICS) brings together our International Consumer and Small & Medium Size Enterprises (SME) issuing activities, as well as our Commercial Large Market sales and account development teams. ICS issues Cards in 27 countries, and is responsible for two Joint Ventures covering around a dozen countries. The leaders in these countries are empowered to make decisions at a local level, in partnership with other local business leaders.

Local teams are supported by two cross-market teams – the Centre of Excellence, and Risk & Control Management.

Job Description

International Card Services (ICS) brings together our International Consumer and Small & Medium Size Enterprises (SME) issuing activities, as well as our Commercial Large Market sales and account development teams. ICS issues Cards in 27 countries, and is responsible for two Joint Ventures covering around a dozen countries. The leaders in these countries are empowered to make decisions at a local level, in partnership with other local business leaders.

Local teams are supported by two cross-market teams – the Centre of Excellence, and Risk & Control Management.

This is an exciting and highly visible leadership opportunity within UK Card Services, responsible for leading a portfolio of strategic demand generation initiatives that drive Card Member acquisition, business growth and long-term customer value. The role is responsible for identifying, developing and executing strategic growth opportunities that enhance competitive positioning and deliver sustainable commercial outcomes for the UK business.

Working closely with UK market leadership, Enterprise Partnerships and a broad range of internal and external stakeholders, the Director will be responsible for developing and executing strategies that maximise the impact of key investment portfolios and growth opportunities. The successful candidate will balance long-term strategic planning with flawless execution, ensuring activity is aligned to business priorities and delivers meaningful value for both customers and the business.

The role requires a commercially minded leader who can identify new opportunities for growth, successfully negotiate and manage strategic relationships, and bring together cross-functional teams to deliver innovative customer-led programmes that drive Card Member acquisition, engagement and long-term loyalty.

As a member of the Demand Generation leadership team, the Director will lead three Manager-level direct reports and a broader cross-functional network of agency, enterprise and external partners

Responsibilities

• Develop and execute demand generation strategies that support UK business objectives across Card Member acquisition, engagement and ongoing loyalty.
• Lead a portfolio of strategic growth initiatives that create competitive differentiation, compelling customer led advertising and deliver against business objectives.
• Lead the development and management of strategic relationships that support business growth and deliver mutual value.
• Identify, evaluate and unlock new opportunities for growth, building robust business cases and securing stakeholder alignment to drive implementation.
• Partner closely with Legal, Compliance, Product, Finance, Enterprise Partnerships to deliver strong commercial and elevated customer outcomes.
• Establish clear measurement frameworks and performance metrics to assess effectiveness, optimise investment decisions and demonstrate business impact.
• Influence and align senior stakeholders around strategic priorities, driving execution across a complex matrixed organisation.
• Monitor market dynamics, industry trends and competitive activity to identify opportunities for innovation and future growth.
• Champion a customer-centric approach, ensuring initiatives deliver meaningful value to customers whilst supporting sustainable business growth.
• Lead, coach and develop a high-performing team, fostering a culture of accountability, collaboration, innovation and continuous improvement.

• Experience developing and executing demand generation strategies that drive Card Member acquisition, growth and engagement.
• Prove…