Santander Bank, N.A.
Head of Marketing Analytics: Acquisition, Lifecycle, and Segmentation, Boston, M
Santander Bank, N.A., Boston, Massachusetts, us, 02298
Head of Marketing Analytics: Acquisition, Lifecycle, and Segmentation, Boston, MA
Before applying for this role, please read the following information about this opportunity found below. Join to apply for the Head of Marketing Analytics: Acquisition, Lifecycle, and Segmentation, Boston, MA role at Santander Bank, N.A.
Overview 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.
Country: United States of America
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.
Responsibilities
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.
Acquisition Analytics
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.
Evaluate new acquisition channels and test-and-learn initiatives using a structured measurement framework.
Lifecycle and Retention Analytics
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.
Segmentation and Customer Insights
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.
Measurement & Experimentation
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.
Define marketing KPI hierarchy — from media efficiency to customer value realization.
Qualifications
Bachelor's Degree or equivalent work experience: Statistics, Computer Science, Physical Sciences, Economics, or a equivalent technical field.
Master's Degree: Quantitative Marketing, Data Science, Statistics, Economics, or related field.
Ph.D.: Quantitative Marketing, Data Science, Statistics, Economics, or related field.
10+ years of experience in marketing analytics, growth analytics, or digital marketing data science, preferably in financial services, fintech, or e-commerce.
9+ Years Financial services industry experience.
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).
Nice to Have
Established work history or equivalent demonstrated through a combination of work experience, training, military service, or education.
Experience in Microsoft Office products.
Compensation Base Pay Range: $157,500.00 – $300,000.00 USD.
Benefits Link to Santander Benefits and ongoing resources.
EEO Statement 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.
Working Conditions Frequent minimal physical effort such as sitting, standing and walking is required. 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.
Next Steps If this sounds like a role you are interested in, please apply. We are committed to providing an inclusive and accessible application process for all candidates. If you require any assistance or accommodation due to a disability or any other reason, please contact us at TAOps@santander.us to discuss your needs.
Location Primary location: Boston, MA. Other locations: Massachusetts-Boston, New York-New York.
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Before applying for this role, please read the following information about this opportunity found below. Join to apply for the Head of Marketing Analytics: Acquisition, Lifecycle, and Segmentation, Boston, MA role at Santander Bank, N.A.
Overview 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.
Country: United States of America
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.
Responsibilities
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.
Acquisition Analytics
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.
Evaluate new acquisition channels and test-and-learn initiatives using a structured measurement framework.
Lifecycle and Retention Analytics
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.
Segmentation and Customer Insights
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.
Measurement & Experimentation
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.
Define marketing KPI hierarchy — from media efficiency to customer value realization.
Qualifications
Bachelor's Degree or equivalent work experience: Statistics, Computer Science, Physical Sciences, Economics, or a equivalent technical field.
Master's Degree: Quantitative Marketing, Data Science, Statistics, Economics, or related field.
Ph.D.: Quantitative Marketing, Data Science, Statistics, Economics, or related field.
10+ years of experience in marketing analytics, growth analytics, or digital marketing data science, preferably in financial services, fintech, or e-commerce.
9+ Years Financial services industry experience.
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).
Nice to Have
Established work history or equivalent demonstrated through a combination of work experience, training, military service, or education.
Experience in Microsoft Office products.
Compensation Base Pay Range: $157,500.00 – $300,000.00 USD.
Benefits Link to Santander Benefits and ongoing resources.
EEO Statement 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.
Working Conditions Frequent minimal physical effort such as sitting, standing and walking is required. 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.
Next Steps If this sounds like a role you are interested in, please apply. We are committed to providing an inclusive and accessible application process for all candidates. If you require any assistance or accommodation due to a disability or any other reason, please contact us at TAOps@santander.us to discuss your needs.
Location Primary location: Boston, MA. Other locations: Massachusetts-Boston, New York-New York.
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