Santander · 3 days ago
Sr. Director, Head of Marketing Analytics and Effectiveness, New York, NY · Miami, FL · Boston, MA
Boston
Full-time
Onsite
Director/Executive
$180K/yr - $310K/yr
15+ years expSantander is a global leader in the financial services industry, evolving into a technology-driven organization. The Senior Director, Head of Marketing Analytics and Effectiveness will lead the strategy for marketing investments to ensure they drive clear, incremental business impact, while building a high-performing analytics team.
BankingCommercial LendingFinanceFinancial ServicesPersonal Finance
Responsibilities
Define and lead the end-to-end marketing analytics and effectiveness strategy for Openbank and Santander US
Build and develop a high-performing team of analytics leaders, data scientists, and analysts
Serve as a trusted strategic partner to the CMO, Head of Media & Growth, and broader Marketing leadership, translating data into clear, actionable decisions
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 measurement, including experimentation, geo and holdout testing, and Marketing Mix Modeling (MMM)
Partner with Media, Growth, and Channel Marketing teams to optimize performance across search, social, display, programmatic, affiliates, and partnerships
Apply advanced attribution, experimentation, and incrementality insights to improve cost-per-acquisition, conversion rates, and funnel performance
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, performance, CRM, omnichannel)
Define and evolve the marketing learning agenda, ensuring tests ladder to strategic business questions, not one-off optimizations
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 at scale
Build, lead, and mentor a high-performing analytics and measurement team
Set standards for analytical rigor, storytelling, and experimentation excellence
Grow the team with the right skillsets and mindset to adopt AI solutions and create scalable measurement capabilities
Qualification
Required
Bachelor's degree or equivalent experience in a quantitative field
Master's degree in quantitative marketing, Data Science, Statistics, Economics, or related discipline
15+ years of experience in marketing analytics, growth analytics, or digital marketing data science
9+ Years Experience leading and managing a team of data scientists, product or business analysts
Deep expertise in marketing effectiveness measurement, including experimentation, incrementality testing, and Marketing Mix Modeling
Strong understanding of digital marketing channels and performance KPIs
Proven experience building and leading high-performing analytics teams
Executive-level communication skills with a strong ability to influence senior stakeholders
Preferred
Ph.D.: Quantitative Discipline, Statistics, Data Science, Economics, or an equivalent quantitative field
9+ Years Financial services industry experience a plus
Familiarity with CDPs and marketing platforms (Salesforce Marketing Cloud, Adobe, Braze)
Knowledge of data privacy and regulatory standards (GDPR, CCPA)
Benefits
Fair and competitive rewards package that reflects the impact you create and the value you deliver
Benefits are designed to support you, your family and your well-being, now and into the future
Company
Santander
Banco Santander is a banking firm that specializes in various banking services including retail, commercial, digital, & investment banking.
10001+ employees
Funding
Current Stage
Public CompanyTotal Funding
unknown2013-05-30Post Ipo Equity
1987-08-07IPO
Leadership Team
Hector Grisi
Consejero Delegado de Banco Santander
John Whelan
Managing Director of Digital Assets
Recent News
2026-01-09
capital-riesgo.es
2026-01-09
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