Santander Bank, NA DMP Marketing Manager - Digital Audience Marketing in Boston, Massachusetts

DMP Marketing Manager - Digital Audience Marketing - 1804124



Reporting into Digital Marketing, this candidate will lead the performance optimization of, and sophisticate the measurement of, digital audience marketing programs, in order to acquire new customers and deepen engagement with customers. This marketer will bridge and evolve legacy siloed direct marketing and digital marketing strategies via the use of a DMP (data management platform) to build and size audiences using 1st and 3rd party targeted audience data. To do so, this candidate will implement a more consumer-focused digital marketing growth strategy that takes into account segments, messaging strategies by audience and channel, and development of digital marketing playbooks based on consumer lifetime value. The candidate will also leverage MTA (multi-touch attribution) measurement software to evolve the view of marketing mix performance beyond last click evaluation. This Digital Marketing team member will forge new strong working partnerships with our media agencies, DMP vendor, MTA vendor, Direct Marketing team, and Data Sciences Analytics and Modeling partners, to be successful in driving accelerated digital audience marketing.

This team member will help define segmented audiences and value-proposition-aligned messages based on consumer insights, behavioral and predictive data, and drive usage of both the DMP and MTA solutions to evolve our marketing. This team member will help drive the marketing organization to define customer journey marketing and target consumers along their journey.

This marketer must have references that would describe them as an effective change agent who is strong at embracing new digital marketing strategies, teaching others how digital marketing, audience marketing, and new supporting technologies work. The role requires not only digital marketing subject matter expertise but a hungry, entrepreneurial spirit for changing the way we market. The ideal candidate for this position will keep a tight focus on continuously driving additional sales. In addition, they will keep the internal organization and our external delivery partners, such as agencies, on our toes re: what is new and next to continue to expand our business via digital evolution. The ideal candidate must have DMP and MTA solution usage in their work history.

This role is not only strategic but analytical, and requires very strong project management skills to keep all parties required to drive this change on an integrated schedule to deliver more efficient programs for the Bank quarterly.


Drive Strategic Evolution

  • Lead the increased usage of audience data in our digital marketing, leveraging DMP and digital marketing acquisition (programmatic) subject matter expertise. To do so, help drive the definition of segmented audiences and value-proposition-aligned messages based on consumer insights, behavioral and predictive data, and defining customer journeys and how to target consumers along their journey.

  • Lead the use of our MTA solution to evolve the measurement of marketing success from last-click attribution, leveraging past experience in MTA. Drive putting this closed analysis back into our audience marketing strategy leveraging the DMP. Ensure learnings are used to inform future campaign design.

Manage partnerships and delivery from internal and external partners

  • Own the project plan and on-time delivery of quarterly plans through strong project management skills and influencing skills to ensure deadlines are met for delivery of a continuous evolution roadmap

  • Lead process improvement, and infrastructure needs development with all execution partners: ad agency, digital advertising team, direct marketing team, and web & data operations/infrastructure team, modeling teams, analytics teams, product managers, online sales team.

Manage reporting for monthly executive updates

  • Provide monthly results analysis reports for our executive team including recommended next steps.

  • Ensure quality and accuracy of reporting results.

  • Work with multiple data sources and teams to compile results analysis and optimization opportunities.

Develop Education & Integration

  • Bring together new partners from within and outside the bank to ensure they have a clear understanding of how digital marketing and our Marketing Technology (DMP, MTA) work and can collectively ideate on sophisticating our usage by contributing test hypothesis and delivering analysis of results to inform the next actions we’ll take.

Develop annual Digital Audience Marketing roadmap.

  • Develop prioritization map and business cases to chart quarterly progress plan

  • Develop quarterly internal education on next best opportunities, competitor, channel, and consumer insights.



  • 4-6 years of targeted marketing experience, segment marketing, direct marketing, 1:1 data marketing

  • 6-10 years of digital marketing experience

  • Programmatic media, digital media, search engine marketing (SEM), online advertising, audience marketing, online media planning, social marketing, web and marketing analytics, A/B split and multivariate testing

  • 1-2 years of DMP / MTA marketing technology experience Data management platform knowledge, Multi-touch attribution experience

  • BA in Marketing, ecommerce or related field; MBA preferred

Specialized Knowledge:

  • Programmatic media, search engine marketing (SEM), online advertising, online media planning

  • Social marketing, 1:1 data marketing, web analytics

  • A/B split and multivariate testing

  • Vendor exploration and management skills

  • Digital results reporting and analysis

  • Project management and stakeholder management

  • Preferably a strong understanding of banking products, revenue models, and regulatory requirements

  • Knowledge of financial aspects of banking relating to pro formas, IRR, ROI, margin calculations, carrying costs and how they relate to online marketing results and the bank’s overall business

At Santander, we value and respect differences in our workforce and strive to increase the diversity of our teams. We encourage everyone to apply.


Job : Marketing
Primary Location : Massachusetts-BOSTON


Organization : Consumer & Business Banking (1001)
Schedule : Full-time
Job Posting : Jun 27, 2018, 1:31:31 PM