Senior Director, Head of Insights & Marketing Analytics, Boston, New York or Miami

Banco Santander•Boston, NY

10d•Hybrid

About The Position

Santander US is accelerating its growth across both its Retail Bank and Openbank, combining the strength of an established retail network in the Northeast with national modern, digital-first platform. As the organization evolves to deliver more seamless, customer-centric financial solutions, marketing effectiveness, customer insights, and data-driven decisioning are critical to driving sustainable, profitable growth across both businesses. The Senior Director, Head of Marketing Analytics & Insights, will lead the strategy that ensures marketing investments and customer understanding translate into clear, incremental business impact across Santander and Openbank. This role reports to the CMO, and partners closely with Growth, Product Marketing, Brand and Enterprise Analytics team. This is a unique opportunity to build and scale a best-in-class marketing analytics, measurement, and insights capability that supports both a scaled, multi-product banking business and a high-growth digital platform—connecting data, customer understanding, and market intelligence to drive growth across the full portfolio.

Requirements

Bachelor’s degree or equivalent experience in a quantitative field.
Master’s degree in Quantitative Marketing, Data Science, Statistics, Economics, or related discipline.
15-20 years of experience in marketing analytics, insights, growth analytics, or digital marketing data science.
Deep expertise in marketing effectiveness measurement, including experimentation, incrementality testing, and Marketing Mix Modeling.
Experience leading customer insights / market research functions (quantitative and qualitative).
Strong understanding of digital marketing channels and performance KPIs.
Proven experience building and leading high-performing, multidisciplinary teams.
Executive-level communication skills with the ability to influence senior stakeholders and drive decision-making.

Nice To Haves

Ph.D. in quantitative discipline.
Experience in financial services, fintech, or digital-first consumer businesses.
Familiarity with CDPs and marketing platforms (Salesforce Marketing Cloud, Adobe, Braze).
Knowledge of data privacy and regulatory standards (GDPR, CCPA).
Experience integrating analytics, research, and AI-driven insights to drive business outcomes.
Established work history or equivalent demonstrated through a combination of work experience, training, military service, or education.

Responsibilities

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.
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.
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.
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.
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.
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.
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.