Growth Marketing & MarTech Lead

Country: Spain

Openbank is looking for a Growth Marketing & MarTech Lead to join the new Global Marketing Strategy & Planning team.

Openbank is building a new Global Marketing Strategy & Planning function to take its marketing model to the next level. The team will create reusable capabilities, operating standards and decision tools that help markets move faster, learn from one another and improve the return on existing marketing investment. Local markets will retain execution ownership.

The global team will build, test, measure and scale the capabilities that create leverage across Openbank and Santander Consumer Finance.

Mission

Build the Growth Marketing and MarTech capability system that enables Openbank to evolve from predominantly paid, CPA-led acquisition toward diversified, lifecycle-driven growth optimized for long-term customer value. You will connect growth marketing expertise, MarTech product thinking and rigorous experimentation to define global standards, prioritize high-impact use cases and turn market learning into reusable capabilities that can scale across countries.

Key Responsibilities

Build Growth Marketing capability roadmap . Assess gaps across priority markets in acquisition, CRM/lifecycle, digital channels, conversion, MarTech, personalization and experimentation, and translate them into a phased roadmap based on value and market readiness.

Shape and scale Openbank's MarTech foundation . Define priority Marketing use cases and business requirements for customer interaction platforms, audience/data capabilities, automation, personalization and AI-driven decisioning; partner with Technology, Product and Data on delivery.

Establish acquisition and channel best practices. Create reusable standards for full-funnel acquisition, audiences, value-based optimization,



paid and owned channels, web/app conversion and CRM/lifecycle activation.

Build the experimentation operating system . Set a common method for hypotheses, prioritization, test design, learning and scale-or-stop decisions, supported by a transparent cross-market experiment backlog.

Accelerate lifecycle marketing and personalization . Enable greater use of first-party data, audiences, triggers and customer signals to move from campaign-based communications toward personalized engagement and optimization against customer value.

Scale AI and emerging growth use cases . Build pragmatic use cases across AI decisioning, personalization, automation, LLM/GEO discoverability, creator/influencer acquisition and content-driven growth, partnering with Brand on content and creative ownership.

Turn pilots into reusable general assets . Launch lighthouse use cases with priority markets and convert proven interventions into playbooks, templates, requirements and implementation guides that other markets can adopt quickly.

Bridge Marketing, Technology and Data . Translate commercial opportunities into clear technology/data requirements, help prioritize the Marketing backlog and surface integration, tracking, privacy or infrastructure gaps.

Build capability, not dependency . Create global/local decision rights, standards,



training and communities of practice that strengthen local teams while avoiding duplicated specialist structures.

Work hands-on. Personally produce diagnostics, playbooks, experiment charters, use-case maps, channel reviews, requirements and executive recommendations; this is not a coordination-only role.

THE DIFFERENCE YOU WILL MAKE A more scalable growth engine. Openbank moves from isolated campaign optimization toward a repeatable system connecting acquisition, lifecycle, personalization and customer value.

Better use of technology . MarTech investment is anchored in prioritized Marketing use cases, adoption and measurable outcomes.

Faster learning velocity . A common experimentation system turns local tests into a cross-market learning portfolio with explicit scale, adapt or stop decisions.

Stronger growth economics . Markets improve channel, conversion and lifecycle practices while progressively reducing dependence on paid acquisition alone.

Lower duplication . Reusable standards allow markets to benefit from one another instead of rebuilding the same solutions independently.

WHAT YOU'LL BRING

Our people are our greatest strength. Every individual contributes unique perspectives that make us stronger as a team and as an organization. We're enabling teams to go beyond by valuing who they are and empowering what they bring.

The following requirements represent the knowledge, skills, and abilities essential for success in this role. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

Professional Experience

8+ years across growth marketing, digital acquisition, performance marketing, MarTech, CRM/lifecycle, conversion optimization or adjacent disciplines.

Track record building and scaling Marketing capabilities, standards or playb

📌 Growth Marketing & MarTech Lead (Boadilla del Monte)
🏢 Santander
📍 Boadilla del Monte