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

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

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 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. 

Lead Marketing Analytics, Insights & Effectiveness 

• 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.  

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 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.  

Lead Customer & Market Insights 

• 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.  

Acquisition & Growth Optimization Opportunity Assessment 

• Partner with Media, Growth, and Channel Marketing teams to identify opportunities of performance optimization across media channels.  

• Apply advanced attribution, experimentation, and incre