Growth Marketing & MarTech Lead

Banco Santander SA; Irún; Sur place; EUR 90 000 - 120 000; Plein temps

Résumé du poste

Openbank is seeking a Growth Marketing & MarTech Lead to join the Global Marketing Strategy & Planning team in Spain. This role builds scalable marketing capabilities, defines cross-market standards, and aligns with Technology, Product and Data to deliver measurable impact on customer value.

You will drive lifecycle optimization, AI-driven decisioning, and marketing automation across markets, turning pilots into reusable global assets and enabling faster, data-led growth.

Qualifications

• 8+ years across growth marketing, digital acquisition, performance marketing, MarTech, CRM/lifecycle, conversion optimization or adjacent disciplines.
• Track record building and scaling Marketing capabilities, standards or playbooks across multiple teams, markets or business units.
• Hands-on experience with digital acquisition, owned-channel optimization, audience strategy, conversion journeys and performance economics.
• Experience translating Marketing opportunities into MarTech, data or product requirements and driving implementation or adoption with Technology and Data partners.
• Demonstrated experience designing and running experiments, ideally including A/B, geo, lift, incrementality or other causal approaches.
• Experience with customer interaction platforms, CDP/audience capabilities, marketing automation, CRM/lifecycle or personalization; multi-market or regulated-sector experience is strongly valued.

Responsabilités

• Build Growth Marketing capability roadmap.
• Assess gaps across priority markets in acquisition, CRM/lifecycle, digital channels, conversion, MarTech, personalization and experimentation, and translate them into a phased roadmap based on value and market readiness.
• Shape and scale Openbank's MarTech foundation. Define priority Marketing use cases and business requirements for customer interaction platforms, audience/data capabilities, automation, personalization and AI-driven decisioning; partner with Technology, Product and Data on delivery.
• Establish acquisition and channel best practices. Create reusable standards for full-funnel acquisition, audiences, value-based optimization, paid and owned channels, web/app conversion and CRM/lifecycle activation.
• Build the experimentation operating system. Set a common method for hypotheses, prioritization, test design, learning and scale-or-stop decisions, supported by a transparent cross-market experiment backlog.
• Accelerate lifecycle marketing and personalization. Enable greater use of first-party data, audiences, triggers and customer signals to move from campaign-based communications toward personalized engagement and optimization against customer value.
• Scale AI and emerging growth use cases. Build pragmatic use cases across AI decisioning, personalization, automation, LLM/GEO discoverability, creator/influencer acquisition and content-driven growth, partnering with Brand on content and creative ownership.
• Turn pilots into reusable global assets. Launch lighthouse use cases with priority markets and convert proven interventions into playbooks, templates, requirements and implementation guides that other markets can adopt quickly.
• Bridge Marketing, Technology and Data. Translate commercial opportunities into clear technology/data requirements, help prioritize the Marketing backlog and surface integration, tracking, privacy or infrastructure gaps.
• Build capability, not dependency. Create global/local decision rights, standards, training and communities of practice that strengthen local teams while avoiding duplicated specialist structures.
• Work hands-on. Personally produce diagnostics, playbooks, experiment charters, use-case maps, channel reviews, requirements and executive recommendations; this is not a coordination-only role.

Connaissances

Growth marketing

MarTech

CRM/Lifecycle

A/B testing

Digital acquisition

Channel optimization

Formation

Bachelor's degree or equivalent in Marketing/Business/Engineering/Data

Outils

CDP

Marketing automation

Audience/data platforms

Description du poste

Growth Marketing & MarTech Lead Country: Spain Openbank is looking for a Growth Marketing & MarTech Lead to join the new Global Marketing Strategy & Planning team. Openbank is building a new Global Marketing Strategy & Planning function to take its marketing model to the next level. The team will create reusable capabilities, operating standards and decision tools that help markets move faster, learn from one another and improve the return on existing marketing investment. Local markets will retain execution ownership. The global team will build, test, measure and scale the capabilities that create leverage across Openbank and Santander Consumer Finance.

Mission

Build the Growth Marketing and MarTech capability system that enables Openbank to evolve from predominantly paid, CPA-led acquisition toward diversified, lifecycle-driven growth optimized for long-term customer value. You will connect growth marketing expertise, MarTech product thinking and rigorous experimentation to define global standards, prioritize high-impact use cases and turn market learning into reusable capabilities that can scale across countries.

Key Responsibilities

• Build Growth Marketing capability roadmap.
• Assess gaps across priority markets in acquisition, CRM/lifecycle, digital channels, conversion, MarTech, personalization and experimentation, and translate them into a phased roadmap based on value and market readiness.
• Shape and scale Openbank's MarTech foundation. Define priority Marketing use cases and business requirements for customer interaction platforms, audience/data capabilities, automation, personalization and AI-driven decisioning; partner with Technology, Product and Data on delivery.
• Establish acquisition and channel best practices. Create reusable standards for full-funnel acquisition, audiences, value-based optimization, paid and owned channels, web/app conversion and CRM/lifecycle activation.
• Build the experimentation operating system. Set a common method for hypotheses, prioritization, test design, learning and scale-or-stop decisions, supported by a transparent cross-market experiment backlog.
• Accelerate lifecycle marketing and personalization. Enable greater use of first-party data, audiences, triggers and customer signals to move from campaign-based communications toward personalized engagement and optimization against customer value.
• Scale AI and emerging growth use cases. Build pragmatic use cases across AI decisioning, personalization, automation, LLM/GEO discoverability, creator/influencer acquisition and content-driven growth, partnering with Brand on content and creative ownership.
• Turn pilots into reusable global assets. Launch lighthouse use cases with priority markets and convert proven interventions into playbooks, templates, requirements and implementation guides that other markets can adopt quickly.
• Bridge Marketing, Technology and Data. Translate commercial opportunities into clear technology/data requirements, help prioritize the Marketing backlog and surface integration, tracking, privacy or infrastructure gaps.
• Build capability, not dependency. Create global/local decision rights, standards, training and communities of practice that strengthen local teams while avoiding duplicated specialist structures.
• Work hands‑on. Personally produce diagnostics, playbooks, experiment charters, use‑case maps, channel reviews, requirements and executive recommendations; this is not a coordination‑only role.

THE DIFFERENCE YOU WILL MAKE

A more scalable growth engine. Openbank moves from isolated campaign optimization toward a repeatable system connecting acquisition, lifecycle, personalization and customer value. Better use of technology. MarTech investment is anchored in prioritized Marketing use cases, adoption and measurable outcomes. Faster learning velocity. A common experimentation system turns local tests into a cross‑market learning portfolio with explicit scale, adapt or stop decisions. Stronger growth economics. Markets improve channel, conversion and lifecycle practices while progressively reducing dependence on paid acquisition alone. Lower duplication. Reusable standards allow markets to benefit from one another instead of rebuilding the same solutions independently.

WHAT YOU’LL BRING

Our people are our greatest strength. Every individual contributes unique perspectives that make us stronger as a team and as an organization. We’re enabling teams to go beyond by valuing who they are and empowering what they bring. The following requirements represent the knowledge, skills, and abilities essential for success in this role. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

Professional Experience

• 8+ years across growth marketing, digital acquisition, performance marketing, MarTech, CRM/lifecycle, conversion optimization or adjacent disciplines.
• Track record building and scaling Marketing capabilities, standards or playbooks across multiple teams, markets or business units.
• Hands‑on experience with digital acquisition, owned‑channel optimization, audience strategy, conversion journeys and performance economics.
• Experience translating Marketing opportunities into MarTech, data or product requirements and driving implementation or adoption with Technology and Data partners.
• Demonstrated experience designing and running experiments, ideally including A/B, geo, lift, incrementality or other causal approaches.
• Experience with customer interaction platforms, CDP/audience capabilities, marketing automation, CRM/lifecycle or personalization; multi‑market or regulated‑sector experience is strongly valued.

Skills & Knowledge

• Strong command of growth marketing economics, acquisition, conversion, audience activation and lifecycle marketing.
• Solid MarTech fluency across customer/audience data, orchestration, personalization, automation, testing, digital analytics and activation architecture.
• Strong experimentation mindset: hypothesis formulation, prioritization, test design, measurement discipline and decision‑making under uncertainty.
• Working understanding of first‑party data, customer/event data flows, identity and audience logic, APIs/integrations, tagging and app/web measurement.
• Ability to translate Marketing needs into clear technical requirements, prioritized backlogs and adoption plans without needing to be a software engineer.
• Ability to distinguish platform‑reported performance from incremental business impact and partner effectively with Data & Measurement specialists.
• Strong executive communication, pragmatic global/local judgement and curiosity about emerging capabilities including AI, LLM/GEO, content and creator/influencer ecosystems.

Education

• Bachelor's degree or equivalent professional experience in Marketing, Business, Economics, Engineering, Computer Science, Data/Analytics or a related field; relevant postgraduate study or certifications are valued but not required.

Language

• Fluent professional English is required.

What We Offer

A senior global role shaping how digital acquisition and experimentation are scaled across Openbank markets. The opportunity to build reusable capabilities with direct impact on marketing efficiency and growth. Broad exposure to Marketing, Product, Data, Technology and market leadership teams. Significant ownership in defining how acquisition, experimentation and martech use cases evolve across the business.

We make recruiting decisions based on your experience and skills. We value your passion to discover, invent, simplify, and build.

The personal data you provide as well as any data generated during the selection process are confidential and will be processed by Open Bank, S.A. with registered office at Avenida de Cantabria, n/n, 28660 Boadilla del Monte (Madrid), for the sole purpose of managing your participation in the selection processes and, where appropriate, to formalise your recruitment. For further information about your rights and data protection, please read the Openbank Privacy Policy applicable to this type of data processing here.

The Santander Way

Santander is evolving from a global, high‑impact brand into a technology‑driven organization, and our people are at the heart of this journey. Together, we are driving a customer‑centric transformation that values bold thinking, innovation, and the courage to challenge what’s possible. This is more than a strategic shift. It’s a chance for driven professionals to grow, learn, and make a real difference. Our mission is to contribute to help more people and businesses prosper. We embrace a strong risk culture and all our professionals at all levels are expected to take a proactive and responsible approach toward risk management.