The Difference You Make:

Santander US is accelerating its growth across both its Retail Bank and Openbank, combining the strength of an establishedretail network in the Northeastwithnationalmodern, 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, ProductMarketing,Brandand Enterprise Analyticsteam.

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 businessand a high-growth digital platformconnecting data, customer understanding, and market intelligence to drive growth across the fullportfolio.

Lead Marketing Analytics, Insights & Effectiveness

• Define and lead the end-to-endmarketing analytics, measurement, and insights strategyfor Openbank and Santander US.

• Build and develop a high-performing team ofanalytics leaders, data scientists, and customer/market insights professionals.

• Serve as a trusted strategic partner to the CMO and broader Marketing leadership, translatingdata and insights into clear, actionable decisions.

• Integratebehavioral analytics with customer, market, and competitive insightstoprovidea holistic view of performance and growth opportunities.

Build Marketing Effectiveness & Measurement

• Design and own a comprehensivemarketing effectiveness frameworkthat links marketing activity to incremental customer, revenue, and lifetime value outcomes.

• Own themarketing measurement architectureacross paid, owned, and earned channels.

• Develop andmaintainaCMO-level performance dashboardthat provides a clear, executive view of ROI, efficiency, and growth impact.

• Establish best-in-classincrementalitymeasurements, including experimentation, geo and holdout testing, lift studies, and Marketing Mix Modeling (MMM).

• Partner with Brand and Media teams to measure and understandbrand health,perception, and drivers of consideration, connecting upper-funnel impact to lower-funnel outcomes.

Lead Customer & Market Insights

• Define and lead thecustomer and market insights strategy, integrating primary research, behavioral data, and competitive intelligence.

• Develop deep understanding ofcustomer needs, motivations, and barriersacross key segments.

• Establish and scalevoice-of-customer programs(e.g., NPS, surveys, user testing, call listening, reviews).

• Partner with Product, UX, and Marketing to informproduct positioning, value proposition, and customer experience design.

• Leadmarket, brand, and competitive researchto inform messaging, positioning, and go-to-market strategy.

• Translate insights intoclear growth opportunities, messaging strategies, and campaign inputs.

Acquisition & GrowthOptimizationOpportunityAssessment

• Partner with Media, Growth, and Channel Marketing teams toidentifyopportunitiesofperformanceoptimization acrossmedia channels.

• Apply advanced attribution, experimentation, and incrementality insights to improvecost-per-acquisition, conversion rates, and funnel performance.

• Use customer insights toidentifynew audience segments, unmet needs, and whitespace opportunities.

• Informcreative strategy and messagingbased on customer motivations and barriers.

• Evaluate and scale new acquisition opportunities using disciplinedtest-and-learn approaches.

Test-and-Learn Leadership & Capabilities

• Own and lead themarketing test-and-learn roadmap, setting clear hypotheses, learning priorities, and experimentation standards across channels (digital, brand, CRM, omnichannel).

• Define and evolve themarketing 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 intoactionable recommendations, playbooks, and investment shifts.

• Identifyand implement tools, platforms, and partners that enableexperimentation and insight generation at scale.

Insights-to-Action & Influence

• Drive a culture whereinsights directly inform media strategy, creative development, product decisions, and go-to-market planning.

• Establish processes to embed insights intocampaign briefs, product roadmaps, and executive decision-making.

• Elevate storytelling and influence by translating complex data intoclear, compelling narratives for senior leadership.

Team & Talent Building

• Build, lead, and mentor a high-performing team acrossanalytics, data science, and customer insights.

• Set standards foranalytical rigor, research excellence, and storytelling.

• Grow the team with the right skillsets and mindset to adoptAI-driven insights and scalable measurement capabilities.

What You Bring:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education:

• Bachelors degree or equivalent experience in a quantitative field. 6 Required
• Masters degree in Quantitative Marketing, Data Science, Statistics, Economics, or related discipline. - Required
  

Qualifications:

Required:

• 15-20years of experience inmarketing analytics, insights, growth analytics, or digital marketing data science.

• Deepexpertiseinmarketing effectiveness measurement, including experimentation, incrementality testing, and Marketing Mix Modeling.

• Experience leadingcustomer insights / market research functions(quantitative and qualitative).

• Strong understanding ofdigital marketing channels and performance KPIs.

• Proven experience building and leadinghigh-performing, multidisciplinary teams.

• Executive-level communication skills with the ability toinfluence senior stakeholders and drive decision-making.

Preferred:

• 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 integratinganalytics, research, and AI-driven insightsto drive business outcomes.

Certifications:

• No Certifications listed for this job.

It Would Be Nice For You To Have:

• Established work history or equivalent demonstrated through a combination of work experience, training, military service, or education.

Why Santander & Openbank

• At Santander US,
  we
  re
  building a simpler, more personal, and more digital bank. Openbank
  represents
  the next chapter of that journey
  combining innovation, global scale, and customer-centric design.
• This role offers a rare opportunity to define howmarketing analytics, insights, and customer understandingpower growth at scale
  and to shape how data-driven decisions drive the future of banking.

What Else You Need To Know:

The base pay range for this position is posted below and represents the annualized salary range. For hourly positions (non-exempt), the annual range is based on a 40-hour work week. The exact compensation may vary based on skills, experience, training, licensure and certifications and location.

Base Pay Range:

Minimum:

We Value Your Impact:

Your contribution matters and its recognized. You can expect a fair and competitive rewards package that reflects the impact you create and the value you deliver. We know rewards go beyond numbers. Offering more than just a paycheck our benefits are designed to support you, your family and your well-being, now and into the future. Santander Benefits - 2026 Santander OnGoing/NH eGuide (foleon.com)

Risk Culture:

We embrace a strong risk culture and all of our professionals at all levels are expected to take a proactive and responsible approach toward risk management.

What To Do Next:

If this sounds like a role you are interested in, then please apply.