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Santander Bank, NA Senior Direct Marketing Manager in Boston, Massachusetts

Senior Direct Marketing Manager - 1901263



The Sr. Associate, Direct Marketing leads in developing, implementing, evaluating and administrating company 1:1 acquisition and cross-sell marketing campaigns working within guidelines of annual marketing calendar to drive growth across consumer checking, deposits, lending, and Business Banking products and services.

Key areas of responsibility include:

  • Set campaign strategy and obtain buy-in from all stakeholders for consumer acquisition and cross-sell multi-channel campaigns

  • Project management of test and learn agenda at a program level across campaigns

  • Apply best practices to current and future programs

  • Align program design to overall business objectives

  • Manage external and internal partners/agencies critical to effective program execution

  • Monitor and report campaign performance


  • Leads in developing, implementing, evaluating and administrating company marketing campaigns working within guidelines of annual marketing calendar to promote consumer and business checking, deposits, and lending products and services.

  • Ensures the marketing department is providing transparency, accountability, and data-driven research in pursuit of company business goals and objectives

  • Uses CRM to track lead generation, track key performance indicators, and showcase advantages of using the system.

  • Manages projects related to all financial products including developing and implementing marketing plans in support of product launches and product updates.

  • Leverages digital channels, social media and web communication frameworks, strategies, benchmarks and integration opportunities.

  • Works independently and with designated ad agencies, and internal Data Sciences and CRM teams to oversee channel strategy, creative, targeting and data requirements needed for successful campaigns.

  • Contributes to marketing effectiveness by identifying short-term and long-range objectives and issues that must be addressed; provides information and commentary pertinent to deliberations; recommends options and courses of action.

  • Ensures that marketing promotions meet or exceed set objectives by collaborating with the Marketing Analytics and Data Sciences teamsto report campaign performance and ROI.

  • Complies with applicable laws and regulations, including but not limited to, the Bank Secrecy Act, the Patriot Act, and the Office of Foreign Assets Control.

Campaign Planning and Execution:

  • Drive annual and quarterly plans for One-to One/direct marketing campaigns to support consumer, Business Banking growth.

  • Manage the implementation of customer acquisition and cross-sell campaigns across direct mail, email, outbound telemarketing, and digital channels.

  • Work with the Marketing Product lead(s) to align campaign design to agreed-upon business objectives with the line of business. Collaborate with Product and Channel teams on offer creation and implementation.

  • Establish business cases and KPIs for each campaign.

  • Manage the external agency and/or co-ordinate with in-house resources.

  • Ensure direct marketing activities are aligned with overall branding efforts.

  • Integrate direct marketing activities with paid media initiatives.



  • Bachelor's Degree Marketing, Communications, Business Administration or equivalent field or equivalent work experience

  • Master's Degree in Marketing, Communications, Business Administration or equivalent field preferred

  • 9-12 years of Marketing or Communications experience required.

  • 3-5 years of Financial Services industry/Banking experience required.

  • Demonstrated ability to map out integrated multi-channel marketing and communications strategy and then drive that strategy proven by testing and metrics.

  • Ability to motivate or influence inside or outside senior level personnel, requiring a significant level of influence and trust.

  • Extremely strong written abilities, with consideration of creative writing preferred.

  • Ability to work independently with a high level of critical thinking skills.

  • Comfortable with new digital technologies, including social media.

  • Experience managing to and meeting business objectives/KPIs, and analysis, measurement and reporting.

  • Experience in Business-to-Consumer and Business-to-Business marketing (Small Business)

  • Candidate must be able to think strategically, but be willing and able to roll up sleeves to help implement programs.

  • Strong project management skills, outstanding organizational skills and the ability to handle multiple projects simultaneously while meeting deadlines.

  • Ability to communicate results to management and in a fast paced environment; including counterparts across global organization.

  • Ability to work individually on a project or in a team environment; ability to listen, evaluate different viewpoints and influence others.

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-75 State Street - 06366 - State Street-Corp


Organization : Consumer & Business Banking (1001)
Schedule : Full-time
Job Posting : Feb 28, 2019, 2:35:33 PM