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

Barclays is more than 330 years old, but its US business is adopting a challenger brand mindset. In this episode, Lili Tomovich, Chief Marketing & Experience Officer of Barclays US Consumer Bank, shares how she brought lessons from the hospitality and entertainment industry into financial services. As the former Chief Experience Officer at MGM Resorts, she reveals why every Tuesday her executive team at Barclays listens to real customer calls. She explains how her “make it better” mantra, which focuses on improving customer experience regardless of the department, became an internal rallying cry, and why balancing AI efficiency with human connection is critical for the future of banking. For anyone interested in customer experience, marketing transformation, or leadership in legacy organizations, this is a must-listen.