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

Overview

Head of Marketing Analytics : Acquisition, Lifecycle, and Segmentation, Boston, MA Country : United States of America

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.

An exciting journey awaits, if you are interested in exploring the possibilities We Want to Talk to You!

The Difference You Make

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.

Responsibilities

• 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.

What You Bring

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and / or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Certifications

It Would Be Nice For You To Have

What Else You Need To Know

The base pay range for this position is posted below and represents the annualized salary range. For hourly positions (non-exempt), the annual range is based on a 40-hour work week. The exact compensation may vary based on skills, experience, training, licensure and certifications and location.

Base Pay Range

Minimum : $157,500.00 USD

Maximum : $300,000.00 USD

Link to Santander Benefits :

Santander Benefits - 2025 Santander OnGoing / NH eGuide (foleon.com)

Other Information

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.

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.

What To Do Next : If this sounds like a role you are interested in, then 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 Santander TAOps to discuss your needs.

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