Head of Marketing Analytics : Acquisition, Lifecycle, and Segmentation, Boston, MA

Head of Marketing Analytics : Acquisition, Lifecycle, and Segmentation, Boston, MA

2 days ago Be among the first 25 applicants

At Santander, we are a global leader in the financial services industry. We believe that our employees are our greatest asset and foster an enriching journey that empowers you to explore diverse career opportunities while nurturing personal growth. Continuous learning and development are prioritized, enabling you to thrive professionally and personally. You will connect and collaborate with talented colleagues worldwide, sharing insights and driving innovation. Join us where you are supported by a culture of engagement and a commitment to your success.

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. You 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.

Engage deeply with C‑level business leadership as a trusted and influential contributor to data‑driven decision‑making, ensuring maximum impact of Data Science outputs.

Marketing Analytics Strategy & Leadership

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.

Requirements

Bachelor’s Degree or equivalent work experience : Statistics, Computer Science, Physical Sciences, Economics, or a related 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 of experience in financial services industry. (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).

Preferred Skills

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

Experience in Microsoft Office products.

Base Pay Range

Minimum : $157,500.00 USD

Maximum : $300,000.00 USD

Benefits

Link to Santander Benefits :

Santander Benefits

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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 for this role. Depending on location, occasional moving and lifting light equipment and / or furniture may be required.

Location

Boston, MA

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