How Barclays Adopts a Challenger Mindset to Innovate a 300-Year-Old Brand

Описание: In this episode of Scratch, Eric chats with Lili, the Chief Marketing & Experience Officer of Barclays US, about how she brought a challenger mindset from the hospitality and entertainment industry into one of the biggest banking players in the world. Lili shares how her experience at MGM shaped her approach to customer experience, and how she’s transformed Barclays to be more customer-centric, putting real people at the heart of every journey. Innovation at Barclays doesn’t start with technology; it starts with people: Lili introduced live client call listening for executives and designed accountable customer journeys to keep the brand ahead in a fast-changing industry.

The conversation also explores the delicate balance between digital efficiency and maintaining the human touch, why curiosity is now an essential skill for marketers, and the ways CMOs can leverage insights from outside their own category. Packed with practical advice and real-world examples, this episode is a must-watch for anyone looking to drive customer-focused growth and bring humanity back into marketing.

Listen to this episode on your favorite podcast platform 🎧: https://link.chtbl.com/scratch

📚 Chapters:

00:00:00 – Intro 🎙️
00:02:27 – Favorite Challenger-brand 🥤
00:06:04 – Barclays US brand overview 🏦
00:07:56 – Lili’s journey from Hospitality to Banking 🎰
00:16:41 – “Make It Better” and mindset shifts 🚀
00:18:43 – Customer journeys and accountability 🔑
00:22:56 – Restoring humanity in marketing 🤝
00:27:11 – Balancing AI efficiency with loyalty 🤖❤️
00:33:11 – Lightning Round ⚡

🖊️Mentioned in the show:
Poppi Soda - https://drinkpoppi.com/?srsltid=AfmBO...
Tony’s Chocolonely scratch episode - https://podcasts.apple.com/us/podcast...
Nationwide (UK) report - Customer journey organizational model - https://www.nationwide.co.uk/-/assets...

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Lili Tomovich, the Chief Marketing & Experience Officer of Barclays US, in this episode.

Find Rival online at www.wearerival.com & LinkedIn -   / wearerival  
Find Eric on LinkedIn -   / ericfulwiler  
Find Lili on LinkedIn. -   / ltomovich  
Say hi at [email protected], we’d love to hear from you.