Senior Director, Head of Insights & Marketing Analytics, Boston, New York or Miami
Lead Marketing Analytics, Insights & Effectiveness
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.
Marketing Effectiveness & Measurement
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).
Customer & Market Insights
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.
Acquisition & Growth Optimization
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.
Test-&-Learn Leadership & Capabilities
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.
Insights-to-Action & Influence
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.
Team & Talent Building
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.