Santander

Head of Marketing Analytics – Acquisition, Lifecycle, Segmentation

Santander

full-time

Posted on:

Location Type: Office

Location: Boston • Massachusetts • 🇺🇸 United States

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Salary

💰 $157,500 - $300,000 per year

Job Level

Lead

Tech Stack

Cloud

About the role

  • The Head of Marketing Analytics builds and leads the analytics strategy that fuels our next phase of growth in digital financial services.
  • This leader will own marketing measurement, acquisition analytics, lifecycle insights, and segmentation, driving data-informed decisions across the customer journey — from first impression to long-term retention.
  • As a key member of the analytics leadership team, you will partner closely with Marketing, Product, Deposits, Lending, and Digital Channel leaders to deliver actionable insights, optimize investment, and accelerate customer growth in a competitive, digitally native environment.
  • This is a high-impact, early-growth stage role — ideal for a builder who can design the roadmap, assemble the team, and operationalize marketing analytics into a repeatable, scalable capability.
  • Engages deeply with C-level business leadership as a trusted and influential contributor to data-driven decision making, ensuring maximum impact of Data Science outputs.
  • Develop and execute the end-to-end marketing analytics strategy across paid, owned, and earned channels.
  • Build the analytics framework to measure marketing effectiveness, ROI, and customer impact across acquisition and lifecycle programs.
  • Establish marketing data standards, taxonomy, and measurement protocols in partnership with the central analytics platform and data teams.
  • Lead a team of analysts and data scientists focused on acquisition, lifecycle, and segmentation.
  • Partner with Growth and Channel Marketing teams to optimize digital acquisition performance (search, display, social, affiliates, partnerships).
  • Develop attribution models (multi-touch, MMM, incrementality testing) to guide spend optimization.
  • Deliver actionable insights to improve cost-per-acquisition, conversion rates, and funnel efficiency.
  • Build customer lifecycle measurement across onboarding, activation, engagement, and retention.
  • Partner with CRM and Lifecycle Marketing teams to design and measure triggered communications and retention campaigns.
  • Identify behavioral and transactional drivers of churn and engagement.
  • Define success metrics for lifecycle programs and report performance to business stakeholders.
  • Lead customer segmentation and clustering initiatives to inform personalized marketing strategies.
  • Partner with Product and Experience teams to translate insights into differentiated journeys and offers.
  • Develop and maintain customer profiles, personas, and behavioral cohorts that guide media targeting and content strategies.
  • Own the marketing measurement architecture, including tracking, tagging, and analytics design.
  • Drive test-and-learn culture through A/B and multivariate experimentation in partnership with marketing and product teams.
  • Build dashboards and self-service analytics tools that democratize insight access across marketing teams.

Requirements

  • Bachelor's Degree or equivalent work experience: Statistics, Computer Science, Physical Sciences, Economics, or a equivalent technical field. - Required.
  • Master's Degree: Quantitative Marketing, Data Science, Statistics, Economics, or related field. - Required.
  • Ph.D.: Quantitative Marketing, Data Science, Statistics, Economics, or related field. - Preferred.
  • 10+ years of experience in marketing analytics, growth analytics, or digital marketing data science, preferably in financial services, fintech, or e-commerce. – Required.
  • 9+ Years Financial services industry experience a plus. - Preferred.
  • Deep understanding of digital channels (search, social, display, programmatic, affiliates) and associated KPIs.
  • Proven experience designing and implementing measurement frameworks (attribution, MMM, lift testing).
  • Experience managing first-party and third-party data integration for analytics and personalization.
  • Excellent communication and storytelling skills — able to bridge analytical depth with business clarity.
  • Demonstrated success building and leading high-performing analytics teams.
  • Experience in a high-growth or digital-first business within banking, payments, lending, or wealth management.
  • Familiarity with privacy frameworks (CCPA, GDPR) and compliant marketing data governance.
  • Expertise with customer data platforms (CDPs) and marketing automation systems (Salesforce Marketing Cloud, Braze, Adobe).
Benefits
  • Santander Benefits - 2025 Santander OnGoing/NH eGuide (foleon.com)

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard skills
marketing analyticsacquisition analyticslifecycle insightssegmentationattribution modelsmeasurement frameworksdata integrationA/B testingmultivariate experimentationcustomer lifecycle measurement
Soft skills
communication skillsstorytellingleadershipteam buildingdata-driven decision makinginfluential contributorcollaborationanalytical depthbusiness clarityproblem-solving