Marketing Technology - Data Activation & CDP Lead, Boston, MA

Marketing Technology - Data Activation & CDP Lead, Boston, MA

Country: United States of America

Your Journey Starts Here:

Santander is a global leader and innovator in the financial services industry. We believe that our employees are our greatest asset. Our focus is on fostering an enriching journey that empowers you to explore diverse career opportunities while nurturing your personal growth. We are committed to creating an environment where continuous learning and development are prioritized, enabling you to thrive both professionally and personally. Here, you will find ample opportunities to connect and collaborate with talented colleagues from around the world, sharing insights and driving innovation together. Join us at Santander, where you are supported by a culture of engagement and a commitment to your success.

An exciting journey awaits, if you are interested in exploring the possibilities We Want to Talk to You!

The Difference You Make:

We’re looking for a strategic, collaborative Senior Associate, Marketing to lead our Customer Data Platform (CDP) as both a product manager and product owner. Reporting to the Director, Vice President of Marketing Technology & Enablement, this role will shape how we collect, govern, and activate customer data to deliver personalized, compliant, and timely marketing experiences across our consumer banking business.

As the lead for our CDP, you’ll drive the implementation, lead the roadmap, manage cross-functional requirements, and partner closely with analytics, marketing, and data engineering teams to enable activation at scale. You’ll also help lay the foundation for AI-powered personalization by ensuring customer data is structured, governed, and action-ready. You’ll need to thrive in a highly matrixed, collaborative environment and have a strong balance of technical depth and business acumen.

This is a high-impact individual contributor role today, with an opportunity to hire and lead a small team as our CDP strategy and Martech maturity expand.

• Own the product vision and roadmap for our Customer Data Platform — aligning it to business priorities, marketing goals, and enterprise initiatives
• Partner closely with Marketing to translate growth, targeting, and personalization use cases into scalable CDP capabilities, prioritized backlogs, and clear execution plans
• Oversee tagging and event instrumentation strategy in partnership with Analytics, ensuring accurate and scalable data capture for activation 
• Define and enforce a marketing data taxonomy and governance framework, ensuring consistency across platforms and use cases 
• Partner cross-functionally with Analytics, Media, Lifecycle Marketing, Martech, and IT to design and deliver high-impact use cases, from audience suppression to cross-channel personalization 
• Drive CDP adoption across teams — delivering training, documentation, and best practices to improve self-service and scalability 
• Identify and track KPIs for CDP value realization, including speed to market, campaign lift, and platform ROI 
• Support enterprise AI readiness by ensuring real-time customer data is structured, trusted, and actionable 
• Lay the groundwork for future team expansion — with the opportunity for hiring and managing additional Martech talent as our CDP and personalization programs scale 

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.
 

• Bachelor's Degree or equivalent work experience: Marketing, Communications, Business, or equivalent field. Required.

• 9+ Years Marketing Technology, Marketing Operations, or related roles.
  Required.
• 2+ Years of direct experience working with a Customer Data Platform (CDP) to manage identity resolution, audience segmentation, and data activation — such as Tealium, Adobe RT-CDP, Segment, or Salesforce CDP. Required

• Strong understanding of digital marketing data flows, first-party data strategy, and event/tag management 
• Proven success operating in highly matrixed organizations, aligning multiple teams toward a shared vision 
• Familiarity with modern B2C marketing stacks and channels: CRM,