Marketing Models and Intelligence Manager

Banco Santander is seeking a strategic, analytical, and proactive Marketing Models and Intelligence Manager to lead our global marketing models and measurement function. This role will define and drive how we measure marketing performance, campaign effectiveness, and brand impact across all markets and channels. 

This is a high-impact role for someone with a passion for data, marketing science, and customer insights, who thrives in a fast-paced, matrixed, and international environment. 

Key Responsibilities: 

• Establish framework and best practices for marketing measurement, including CLTV, CAC, full-funnel performance, ROI, brand lift, and effectiveness across all media and touchpoints with a path towards incrementality. 

• Establish marketing investment framework working with finance and marketing leads as well as leadership teams to show the incremental contributions of marketing on key business metrics 

• Enable markets to build and activate measurement approaches in line with global guidance on econometric models, media mix modeling (MMM), and multi-touch attribution frameworks. 

• Create global dashboard for management reporting as well as work with local santander teams to ensure KPI consistency and alignment in reporting.  

• Work with key brand and customer metrics programs including Net Promoter Score (NPS), customer experience benchmarking, and corporate brand tracking to integrate into the measurement framework 

• Work closely with internal data science and marketing teams to integrate AI and machine learning into measurement models and insights delivery. 

• Champion full-funnel and omni-channel measurement best practices, driving media investment decisions and creative effectiveness. 

• Provide strategic insights for audience planning and segmentation, collaborating with media and brand teams. 

Qualifications: 

• 10+ years of experience in marketing analytics, measurement, and insights, preferably in Financial services / Media agencies / Technology sector. 

• Experience and expertise in establishing incrementality via experiments and MMM 

• Strong background in full-funnel and omni-channel performance measurement. 

• Experience in audience planning and segmentation a plus. 

• Demonstrated ability to work with global teams and deliver complex projects. 

• Native or bilingual proficiency in English; knowledge of Spanish and/or Portuguese is a strong plus. 

• Experience applying AI to measurement or marketing analytics is a significant advantage. 

• Highly proactive, strategic thinker with the ability to influence at the highest levels of the organization. 

Why Santander: 

• Join one of the world’s leading financial institutions, with a presence in over 10 core markets. 

• Drive transformation in how we measure and optimize marketing and brand performance globally. 

• Work from our global headquarters in Madrid, with flexible hybrid arrangements. 

• Be part of a collaborative, diverse, and purpose-driven team.