Director, Marketing - Deposits, Liberty Street, New York, NY

Santander•Miami, FL

About The Position

Santander is a global leader and innovator in the financial services industry and is evolving from a high-impact brand into a technology-driven organization. Our people are at the heart of this journey and together, we are driving a customer-centric transformation that values bold thinking, innovation, and the courage to challenge what’s possible. This is more than a strategic shift. It’s a chance for driven professionals to grow, learn, and make a real difference. If you are interested in exploring the possibilities We Want to Talk to You! The Director, Deposits Product Marketing is responsible for leading the development and implementation of an integrated, multi-channel marketing communications plan for one or more complex business segments that help drive the success of the assigned business segment(s) and the overall brand of the Company. In this role, they are responsible for engaging with business segment leadership and their teams to ensure a deep understanding of and alignment with their strategies, goals and initiatives. The Director is also responsible for maintaining a high level of persistent collaboration with internal and external marketing partners to develop and deliver the marketing plan. The person in this role is also responsible for ensuring market research and data analytics are included in the development of business strategy, marketing strategy and marketing ROI analysis. Leads the positioning and messaging for our consumer Deposits products – Checking and Savings. Deeply understand our consumer total addressable market, customer needs and target audiences for each product Spearhead competitor benchmarking and identify opportunities for Santander to better differentiate in meeting customer needs. Act as a close and trusted partner to Product teams in evolving our value propositions. Act as a key advisor, thought leader and partner to the General Manager (GM) of Deposits, especially around determining long term marketing strategies supporting the business targets. Forge strong relationships with business lines as a key partner in helping them deliver their growth, profitability and retention targets efficiently. Create and lead cohesive, consistent, and engaging Marketing plans for the deposits business Drive team’s success to envision, concept, launch and nurture high-performing deposit products that embodies the spirit of our brand and delights our customers Act as a key partner to the deposits business leadership to influence and drive decisions on our marketing strategy at key milestones Synthesize teams work into meaningful outputs that helps sharpen the marketing strategy Roadmap the product marketing calendar to set our product launches up for success thinking through the key elements of our GTM plan Partner with media, marketing ops and customer experience leads to empower and enable our XFN teams to bring the marketing strategy to life providing thought leadership and planning guidance in our GTM plans

Requirements

Bachelor's Degree or equivalent work experience: Marketing, Public Relations, Communications, Business Administration or equivalent field. - Required.
12+ Years in Integrated Marketing, Product Marketing or a related field. - Required.
9+ Years in banking, fintech, or payments space - ideally in deposits side of the business. - Required.
Experience influencing product roadmaps and leading product marketing strategy. - Required.
Excellent communication skills, with an ability to connect the dots and tell a story based on data while also expertly tailoring communication to audiences across functions and levels. - Required.
Decisive problem-solving, with an ability to cut through complexity to get the most important work done. - Required.
Accomplished team leader and people/project manager.
Demonstrated experience as marketing/advertising strategist.
Demonstrated ability to map out a social and web marketing and communications strategy and then drive that strategy proven by testing and metrics.
Demonstrable ability to measure the impact of social media on the overall marketing efforts and brand visibility.
Superior interpersonal, verbal and written communication skills.
Strong project management skills, outstanding organizational skills and the ability to handle multiple projects simultaneously while meeting deadlines.
Strong knowledge of regulatory implications of social media to financial services industry.
Knowledge of social media monitoring tools to understand organizations market perception and support communication protocol.
Excellent relationship management skills.
Knowledge of search engine optimization both organically and through paid search.
Experience in development and execution of social media strategy for a large organization.
Strategic and tactical thinker.
Strong reporting and analytical skills.

Nice To Haves

Master's Degree Marketing, Public Relations, Communications, Business Administration or equivalent field. - Preferred.
2+ Years of experience in leading a team, shaping team culture and supporting team members’ career development. - Preferred
Established work history or equivalent demonstrated through a combination of work experience, training, military service, or education.

Responsibilities

Leads the positioning and messaging for our consumer Deposits products – Checking and Savings.
Deeply understand our consumer total addressable market, customer needs and target audiences for each product
Spearhead competitor benchmarking and identify opportunities for Santander to better differentiate in meeting customer needs.
Act as a close and trusted partner to Product teams in evolving our value propositions.
Act as a key advisor, thought leader and partner to the General Manager (GM) of Deposits, especially around determining long term marketing strategies supporting the business targets.
Forge strong relationships with business lines as a key partner in helping them deliver their growth, profitability and retention targets efficiently.
Create and lead cohesive, consistent, and engaging Marketing plans for the deposits business
Drive team’s success to envision, concept, launch and nurture high-performing deposit products that embodies the spirit of our brand and delights our customers
Act as a key partner to the deposits business leadership to influence and drive decisions on our marketing strategy at key milestones
Synthesize teams work into meaningful outputs that helps sharpen the marketing strategy
Roadmap the product marketing calendar to set our product launches up for success thinking through the key elements of our GTM plan
Partner with media, marketing ops and customer experience leads to empower and enable our XFN teams to bring the marketing strategy to life providing thought leadership and planning guidance in our GTM plans