Responsibilities

• Lead Marketing Analytics, Insights & Effectiveness - Define and lead the end-to-end marketing analytics, measurement, and insights strategy for Openbank and Santander US. - Build and develop a high-performing team of analytics leaders, data scientists, and customer/market insights professionals. - Serve as a trusted strategic partner to the CMO and broader Marketing leadership, translating data and insights into clear, actionable decisions. - 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. - Own the marketing measurement architecture across paid, owned, and earned channels. - Develop and maintain a CMO-level performance dashboard that provides a clear, executive view of ROI, efficiency, and growth impact. - Establish best-in-class incrementality measurements, including experimentation, geo and holdout testing, lift studies, and Marketing Mix Modeling (MMM). - 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. - Develop deep understanding of customer needs, motivations, and barriers across key segments. - Establish and scale voice-of-customer programs (e.g., NPS, surveys, user testing, call listening, reviews). - Partner with Product, UX, and Marketing to inform product positioning, value proposition, and customer experience design. - Lead market, brand, and competitive research to inform messaging, positioning, and go-to-market strategy. - 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. - Apply advanced attribution, experimentation, and incrementality insights to improve cost-per-acquisition, conversion rates, and funnel performance. - Use customer insights to identify new audience segments, unmet needs, and whitespace opportunities. - Inform creative strategy and messaging based on customer motivations and barriers. - 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). - Define and evolve the marketing learning agenda, ensuring tests ladder to strategic business and customer questions. - Design and govern experimentation frameworks (A/B, multivariate, geo-tests, incrementality, MMM, lift studies) to balance speed, rigor, and scalability. - Ensure test results translate into actionable recommendations, playbooks, and investment shifts. - Identify and implement tools, platforms, and partners that enable experimentation and insight generation at scale.
• Insights-to-Action & Influence - Drive a culture where insights directly inform media strategy, creative development, product decisions, and go-to-market planning. - Establish processes to embed insights into campaign briefs, product roadmaps, and executive decision-making. - Elevate storytelling and influence by translating complex data into clear, compelling narratives for senior leadership.
• Team & Talent Building - Build, lead, and mentor a high-performing team across analytics, data science, and customer insights. - Set standards for analytical rigor, research excellence, and storytelling. - Grow the team with the right skillsets and mindset to adopt AI-driven insights and scalable measurement capabilities.