Senior Director, Head of Insights & Marketing Analytics

Santander

. Define and lead the end-to-end marketing analytics, measurement, and insights strategy for Openbank and Santander US .

Posted 9/21/2026full-timeUnited StatesSenior💰 $172,500 - $310,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

Use this summary to align your resume positioning with the role.

Demonstrates expertise in marketing analytics and measurement, with a strong focus on building high-performing teams and translating insights into strategic decisions. Proficient in marketing effectiveness measurement, including experimentation and Marketing Mix Modeling, while effectively communicating complex data narratives to senior leadership.

Highest-signal resume keywords

Marketing Effectiveness MeasurementExperimentation and Incrementality TestingCustomer Insights and Market ResearchExecutive-Level Communication SkillsTeam Leadership and Development

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Marketing AnalyticsData ScienceQuantitative ResearchMarketing Mix ModelingIncrementality TestingA/B TestingPerformance OptimizationCustomer SegmentationAttribution AnalysisBehavioral Analytics

Soft Skills

Strategic PartnershipInfluencing StakeholdersStorytellingMentoringCollaboration

Tools & Technologies

Salesforce Marketing CloudAdobeBrazeCDPsPerformance Dashboards

Certifications & Qualifications

Bachelor’s Degree in Quantitative FieldMaster’s Degree in Quantitative Marketing or Related DisciplinePh.D. in Quantitative Discipline (Preferred)

Industry Keywords

Financial ServicesFintechDigital MarketingData PrivacyGDPRCCPA

Tech Stack

Tools & technologies

Cloud

About the role

Key responsibilities & impact

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 strategic partner to the CMO and Marketing leadership, translating data and insights into actionable decisions
Integrate behavioral analytics with customer, market, and competitive insights
Design and own a marketing effectiveness framework linking marketing activity to incremental customer, revenue, and lifetime value outcomes
Own marketing measurement architecture across paid, owned, and earned channels
Develop and maintain a CMO-level performance dashboard covering ROI, efficiency, and growth impact
Establish incrementality measurements, including experimentation, geo and holdout testing, lift studies, and Marketing Mix Modeling
Measure brand health, perception, and consideration drivers with Brand and Media teams
Lead customer and market insights strategy using primary research, behavioral data, and competitive intelligence
Develop understanding of customer needs, motivations, and barriers across key segments
Establish and scale voice-of-customer programs, including NPS, surveys, user testing, call listening, and reviews
Partner with Product, UX, and Marketing on product positioning, value proposition, and customer experience design
Lead market, brand, and competitive research for messaging, positioning, and go-to-market strategy
Identify performance optimization opportunities across media channels
Improve cost-per-acquisition, conversion rates, and funnel performance through attribution, experimentation, and incrementality insights
Identify new audience segments, unmet needs, and whitespace opportunities
Evaluate and scale acquisition opportunities through test-and-learn approaches
Own the marketing test-and-learn roadmap and learning agenda
Design and govern A/B, multivariate, geo-test, incrementality, MMM, and lift-study frameworks
Translate test results into recommendations, playbooks, and investment shifts
Identify and implement tools, platforms, and partners enabling experimentation and insight generation at scale
Embed insights into campaign briefs, product roadmaps, and executive decision-making
Translate complex data into compelling narratives for senior leadership
Build, lead, and mentor teams across analytics, data science, and customer insights
Set standards for analytical rigor, research excellence, storytelling, AI-driven insights, and scalable measurement capabilities
Report to the CMO and partner with Growth, Product Marketing, Brand, and Enterprise Analytics teams

Requirements

What you’ll need

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, both 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
Established work history or equivalent demonstrated through a combination of work experience, training, military service, or education
Preferred: Ph.D. in quantitative discipline
Preferred: Experience in financial services, fintech, or digital-first consumer businesses
Preferred: Familiarity with CDPs and marketing platforms, including Salesforce Marketing Cloud, Adobe, and Braze
Preferred: Knowledge of data privacy and regulatory standards, including GDPR and CCPA
Preferred: Experience integrating analytics, research, and AI-driven insights to drive business outcomes

Benefits

Comp & perks

Fair and competitive rewards package
Benefits designed to support employees, their families, and well-being
Inclusive and accessible application process
Reasonable accommodations for individuals with disabilities