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

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!

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.

• 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.

• 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.

• 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 .

• Partner with Media, Growth, and Channel Marketing teams to identify opportunities of performance optimization across media channels.
• Apply advanced attribution, experimentation, and incrementality insights to improve  cost-per-acquisition, conversion rates, and funnel performance .
• Use customer insights to identify  new audience segments, unmet needs, and whitespace opportunities .
• Inform  creative strategy and messaging based on customer motivations and barriers.
• 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, CRM, omnichannel).
• Define and evolve the  marketing 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 into  actionable recommendations, playbooks, and investment shifts .
• Identify and implement tools, platforms, and partners that enable  experimentation and insight generation at scale .

• Drive a culture where  insights directly inform media strategy, creative development, product decisions, and go-to-market planning .
• Establish processes to embed insights into  campaign briefs, product roadmaps, and executive decision-making .
• Elevate storytelling and influence by translating complex data into  clear, compelling narratives for senior leadership .

• Build, lead, and mentor a high-performing team across  analytics, data science, and customer insights .
• Set standards for  analytical rigor, research excellence, and storytelling .
• Grow the team with the right skillsets and mindset to adopt  AI-driven insights and scalable measurement capabilities .

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 experience in a quantitative field. – Required
• Master’s degree in Quantitative Marketing, Data Science, Statistics, Economics, or related discipline. - Required

• 15-20 years of experience in  marketing analytics, insights, growth analytics, or digital marketing data science .
• Deep expertise in  marketing effectiveness measurement , including experimentation, incrementality testing, and Marketing Mix Modeling.
• Experience leading  customer insights / market research functions (quantitative and qualitative).
• Strong understanding of  digital marketing channels and performance KPIs .
• Proven experience building and leading  high-performing, multidisciplinary teams .
• Executive-level communication skills with the ability to  influence senior stakeholders and drive decision-making .

• 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 integrating  analytics, research, and AI-driven insights to drive business outcomes.

• No Certifications listed for this job.

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

• 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 analytics, insights, and customer understanding power growth at scale—and to shape how data-driven decisions drive the future of banking. 

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.

Minimum:

$172,500.00 USD

Maximum:

$310,000.00 USD

Your contribution matters and it’s 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)](

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.

At Santander, we value and respect differences in our workforce. We actively encourage everyone to apply. Santander is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, genetics, disability, age, veteran status or any other characteristic protected by law.

Frequent minimal physical effort such as sitting, standing and walking is required for this role. Depending on location, occasional moving and lifting light equipment and/or furniture may be required.
**
Employer Rights:**

This job description does not list all of the job duties of the job. You may be asked by your supervisors or managers to perform other duties. You may be evaluated in part based upon your performance of the tasks listed in this job description. The employer has the right to revise this job description at any time. This job description is not a contract for employment and either you or the employer may terminate your employment at any time for any reason.

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

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