Responsibilities

• Lead Marketing Analytics, Insights & Effectiveness: Define and lead the end-to-end marketing analytics, measurement, and insights strategy for Openbank and Santander US.
• Lead Marketing Analytics, Insights & Effectiveness: Build and develop a high-performing team of analytics leaders, data scientists, and customer/market insights professionals .
• Lead Marketing Analytics, Insights & Effectiveness: Serve as a trusted strategic partner to the CMO and broader Marketing leadership, translating data and insights into clear, actionable decisions .
• Lead Marketing Analytics, Insights & Effectiveness: Integrate behavioral analytics with customer, market, and competitive insights to provide a holistic view of performance and growth opportunities.
• Build Marketing Effectiveness & Measurement: Design and own a comprehensive marketing effectiveness framework that links marketing activity to incremental customer, revenue, and lifetime value outcomes.
• Build Marketing Effectiveness & Measurement: Own the marketing measurement architecture across paid, owned, and earned channels.
• Build Marketing Effectiveness & Measurement: Develop and maintain a CMO-level performance dashboard that provides a clear, executive view of ROI, efficiency, and growth impact.
• Build Marketing Effectiveness & Measurement: Establish best-in-class incrementality measurements , including experimentation, geo and holdout testing, lift studies, and Marketing Mix Modeling (MMM).
• Build Marketing Effectiveness & Measurement: Partner with Brand and Media teams to measure and understand brand health, perception, and drivers of consideration , connecting upper-funnel impact to lower-funnel outcomes.
• Lead Customer & Market Insights: Define and lead the customer and market insights strategy , integrating primary research, behavioral data, and competitive intelligence.
• Lead Customer & Market Insights: Develop deep understanding of customer needs, motivations, and barriers across key segments.
• Lead Customer & Market Insights: Establish and scale voice-of-customer programs (e.g., NPS, surveys, user testing, call listening, reviews).
• Lead Customer & Market Insights: Partner with Product, UX, and Marketing to inform product positioning, value proposition, and customer experience design .
• Lead Customer & Market Insights: Lead market, brand, and competitive research to inform messaging, positioning, and go-to-market strategy.
• Lead Customer & Market Insights: Translate insights into clear growth opportunities, messaging strategies, and campaign inputs .
• Acquisition & Growth Optimization Opportunity Assessment: Partner with Media, Growth, and Channel Marketing teams to identify opportunities of performance optimization across media channels.
• Acquisition & Growth Optimization Opportunity Assessment: Apply advanced attribution, experimentation, and incrementality insights to improve cost-per-acquisition, conversion rates, and funnel performance .
• Acquisition & Growth Optimization Opportunity Assessment: Use customer insights to identify new audience segments, unmet needs, and whitespace opportunities .
• Acquisition & Growth Optimization Opportunity Assessment: Inform creative strategy and messaging based on customer motivations and barriers.
• Acquisition & Growth Optimization Opportunity Assessment: Evaluate and scale new acquisition opportunities using disciplined test-and-learn approaches .
• Test-and-Learn Leadership & Capabilities: Own and lead the marketing test-and-learn roadmap , setting clear hypotheses, learning priorities, and experimentation standards across channels (digital, brand, CRM, omnichannel).