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

Santander USA; Boston (MA); On-site; USD 157,000 - 300,000; Full time

Job summary

A leading financial services company in Boston is seeking a Head of Marketing Analytics to build and lead analytics strategies focused on acquisition, lifecycle, and segmentation. This role is critical for driving data-informed decisions across customer journeys. The ideal candidate will have 10+ years of marketing analytics experience, leadership skills, and a strong understanding of digital marketing channels.

Qualifications

• 10+ years of experience in marketing analytics, preferably in financial services.
• Proven track record in building high-performing analytics teams.
• Experience in digital channels and associated KPIs is essential.

Responsibilities

• Develop and execute the marketing analytics strategy across channels.
• Lead a team to build marketing effectiveness and measure ROI.
• Own customer lifecycle measurement and retention analytics.

Skills

Marketing analytics

Data integration

Communication skills

Team leadership

Education

Bachelor's Degree in Statistics, Computer Science, Physical Sciences, Economics

Master's Degree in Quantitative Marketing, Data Science, Statistics, Economics

Tools

Salesforce Marketing Cloud

Braze

Adobe

Job description

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.

• Bachelor's Degree or equivalent work experience: Statistics, Computer Science, Physical Sciences, Economics, or an equivalent 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 Financial services industry experience a plus. - 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).

Certifications

• No Certifications listed for this job.

It Would Be Nice For You To Have

• Established work history or equivalent demonstrated through a combination of work experience, training, military service, or education.
• Experience in Microsoft Office products.

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

• Risk Culture: We embrace a strong risk culture and all of our professionals at all levels are expected to take a proactive and responsible approach toward risk management.
• 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.

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.