Sr. Director, Head of Marketing Analytics and Effectiveness, New York, NY · Miami, FL · Boston, MA

Sr. Director, Head of Marketing Analytics and Effectiveness, New York, NY · Miami, FL · Boston, MA

Country: United States of America

It Starts Here:

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 Difference You Make:

Santander US is accelerating its digital growth through Openbank, our digital-first banking platform built to deliver simple, transparent, and customer-centric financial solutions. As Openbank scales, marketing effectiveness and data-driven decisioning are critical to delivering sustainable, profitable growth.

The Senior Director, Head of Marketing Analytics and Effectiveness will lead the strategy that ensures marketing investments drive clear, incremental business impact.

This is a unique opportunity to build and scale a best-in-class marketing analytics and effectiveness capability at the heart of Santander’s digital transformation.

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 how marketing effectiveness and analytics power growth at scale.

Lead Marketing Analytics & Effectiveness

• 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.
   

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 measurement, including experimentation, geo and holdout testing, and Marketing Mix Modeling (MMM).

Optimize Acquisition & Growth

• 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.
   

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, 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 enables experimentation at scale

Team & Talent Building

• Build, lead, and mentor a high-performing analytics and measurement team.
• Set standards for analytical rigor, storytelling, and experimentation excellence.
• Growing the team with right skillsets and mindset to adopt AI solutions and create 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