Director Digital Analytics - Santander Holdings USA Inc

The role is responsible to lead the Digital Data and Analytics team that supports digital banking, executive strategy, digital marketing, site monitoring, customer insights and segmentation, tag management, and testing.  

They will help set the vision and execute a framework to define, build and manage data analytics and insights across our enterprise digital assets. This strategy will incorporate end to end customer experience, both online and offline, including expanding our capabilities to bridge the streaming digital customer data (site interactions, digital engagement, etc.) with core customer data (loyalty, services, depth of relationship, etc.) to build the insights, analytics, and personalization that can unlock growth.  

They will partner closely with Digital Channel and Product Owners, cross-functional IT partners, and key business stakeholders. 

The ideal candidate will function as a highly influential and effective leader in a fast moving global organization.  

Responsibility 

• Develop and execute a long-term digital data and analytics strategy that integrates broader strategic goals and organizational initiatives to aid data-driven decision making and growth  

• Build and nurture a team of high performing team members who deliver high-impact analysis and insights supporting business units and digitals teams focused on: business case development, tag operations, KPI tracking, site analytics, algorithmic marketing, behavior and journey analysis, A/B testing, NPS and customer success drivers, ROI/value assessment, optimization…etc. Trains junior members to enhance digital analytics knowledge, skills, and best practices. Experience with Advanced Analytic use cases and ML techniques preferred.  

• Manage digital data and testing infrastructure including day-to-day tagging operations and cloud based vendor relationships, to enable delivery of digitals analytics capabilities, including tag management and reporting, across the organization. Build relationships with business users of the data to support their requirements through effective communication, data governance and documentation. 

• Partner with Business Intelligence team to develop and maintain the stack of enterprise digital reporting, analytic tools and dashboards including governance 

• Partner with digital marketing and optimization teams to design and implement the next generation of marketing technology tools, to solve for upcoming digital ecosystem changes. 

• Develop for scale a foundation for personalization in the digital assets and beyond that will improve business outcomes and customer experience.  

• Enable a culture of privacy, security, and data protection including establishing the procedures and controls to safeguard confidential customer information and data. 

• Analyze website and mobile app data on traffic sources and patterns. Provide insight on data trends and anomalies, making recommendations where appropriate to improve business performance, identify unmet needs, and digital tools.   

Qualifications – 

• 8+ years experience in a related field, including at least 4+ years in comparable leadership roles leading digital analytics or digital strategy in a financial or related business   

• Strong organizational skills, problem solving, issue resolution, attention to detail, strategic vision, and a curious entrepreneurial attitude  

• Strong team building skills and ability to communicate with senior leadership 

• Expertise in optimization in websites, mobile, and digital marketing 

• Familiarity with test to learn methodologies and A/B testing 

Preferred Qualifications 

• Expert level knowledge of Google Analytics 4 (GA) 

• Expert level knowledge of Tealium or related Tag Management Platform 

• Working knowledge of decisioning engines and personalization use cases. Adobe Target and Campaign experience preferred.  

• Working knowledge of CDP and 1st Party marketing data strategies.  

• Working knowledge of html5 , css, JS, JQuery, and 3rd Party APIs 

• Working knowledge of dashboard data visualization including: AWS Quicksight, Google Looker, and/or Microsoft Power BI 

• Experience with mining click to event data at the session level in cloud or distributed environments. 

• Understanding of schema and data taxonomy 

Team –  

The Data and Analytics Center of Excellence at Santander is focused on utilizing analytics and our petabytes of data assets to better understand our customers, deepen their relationships, and deliver the future of the retail banking experience. Our agile teams work with key business leaders and decision makers to solve problems by provisioning, mining, analyzing, and modeling data to provide insights that drive impact. You will be joining a close-knit hands-on team  that is responsible for managing Santander Bank’s digital data collection, syndication, analysis and reporting from multiple digital properties including, but not limited to – public web-sites, mobile applications, private sites, and social media. The team utilizes the digital data collected from multiple sources to build insights into digital traffic, first party profiles of visitors to enable on-site personalization, funnel and behavioral journey analytics for customer acquisition and customer experience improvement. This team is also responsible for implementing all new digital marketing technologies that utilize digital data or interface with applications or  web-sites.  The team is the primary owner of digital data for Santander Bank. 

The Person-  

We are specifically looking for someone who understands the role of the digital analytics director and the critical part that this team will play in scaling the digital transformation at SBNA. This person should be completely at home helping build and grow a team that can both lead in the data collection and syndication, as well as in the insights and analytics necessary to drive growth and improve customer experience.  They will have the ability to execute to a vision, build strong partnerships, and move at the speed of business.