Director Conversion Rate Optimization (CRO), Boston, MACountry: United States of America
The Director, Conversion Rate Optimization (CRO) sits on the Digital Marketing team. This Director is responsible for designing and managing the strategic optimization roadmap for our public websites to drive continuous improvement in conversion performance while maintaining a smooth user experience. This role contributes to the success of marketing programs for multiple business segments across a variety of consumer banking and small business product lines. In this role, s/he is responsible for engaging with Marketing Strategy partners and Channel Leads to ensure a deep understanding of and alignment with their strategic objectives and initiatives. S/he is also responsible for maintaining close collaboration with internal and external marketing partners to develop and deliver the marketing plan. The person in this role is responsible for ensuring marketing ROI analysis informs a rigorous testing strategy and strong competitive presence focused on driving conversion optimization.
USA Job Family Description: Develops and executes marketing strategies and plans in support of business objectives. Identifies and develops key insights into clients, the marketplace, competitors, macro tends, and market opportunities. Analyzes marketplace trends and customer data to identify opportunities for growth, determines content and technical requirements, and aligns content and messaging to defined target audience segments’ needs and behaviors. Creates and/or coordinates the development and implementation of advertising and promotional content in web channels. Establishes, implements, and ensures consistent branding standards throughout product lines and related digital marketing platforms.
USA Job Function Description: Develops and implements competitive digital marketing strategies to promote products and services for consumer, small business, and corporate markets to maximize profits via acquisition, deepening, and retention. Translates technological advances and consumer needs into relevant marketing strategies promoting product conversion and customer deepening. Plans, directs, and facilitates conversion optimization roadmap on public websites in partnership with channel partners and Web Development team. Collaborates closely with paid media and Digital Analytics teams on both planning and results monitoring. Ensures all content and messaging meets regulatory and brand standards.
Essential Functions/Responsibility Statements:
- Leads the development and implementation of a comprehensive results-driven CRO roadmap based on business objectives and digital transformation strategy, to help drive the success of marketing plans across multiple business segments and positively impact the overall brand of the Company.
- Builds and manages thorough content plan for development and in-market testing on website to support key business needs, capitalize on more significant opportunities aligned to marketing goals, and reduce gaps to increase our competitive advantage.
- Works closely with internal and external partners to strengthen end-to-end user journey in support of integrated marketing plans, including the measurement and optimization of campaigns across multiple complex business segments.
- Manages projects, timelines, deliverables, and reporting for all CRO initiatives on our public website platforms. Manages alignment with internal partners and stakeholders on strategy, rollout, and measurement of website CRO initiatives. Coordinates with other Marketing team members, as well as agency partners, in the execution of marketing plans specific to CRO enhancements and testing.
- Manages overall assessment of insights from web analytics and marketing performance results with internal Analytics partners to formulate program reporting, deliver and disseminate timely executive results summaries, and incorporate into continuous evolution of marketing-driven conversion strategy. Daily monitoring and exploration of results and presenting trends in real-time.
- Embraces the ever-changing landscape to keep up with evolving website and CRO best practices. Consistently monitors trends in web platforms and analytics tools for appropriate application of that knowledge to increasing conversion efficiency.
Qualifications: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education:
BS/BA degree or higher:
Bachelor's Degree or equivalent work experience in Marketing, Public Relations, Communications, Business Administration or equivalent field. (Req)
Master's degree in integrated marketing, Marketing Analytics, Communications, Business Administration or equivalent field. (Pref)
Work Experience:
Marketing experience or related field, 10+ years (Req)
Financial Services/Banking Industry experience, 3+ years (Pref)
Skills and Abilities:
- Demonstrated experience as a savvy marketing/advertising strategist with a passion for results-driven practices and routines.
- Demonstrated ability to map out a digital marketing website conversion rate optimization roadmap and drive that strategy via execution, testing, measurement, and optimization.
- Demonstrable ability to measure the impact of CRO on overall marketing efforts.
- Strong knowledge of web analytics and performance monitoring tools such as Google Analytics, QuickSight, and Lighthouse to understand key opportunities for improving click rate conversion and increasing click rate by qualified audience.
- Curiosity and adaptability to thrive in an ever-changing space and make recommendations to ensure the CRO roadmap is keeping up with evolving best practices, algorithms, and user experience design.
- Accomplished team player and people/project manager, with experience in managing vendor relationships.
- Superior interpersonal, verbal, and written communication skills.
- Excellent relationship management skills and collaborative spirit.
- Strong project management skills, outstanding organizational skills, and the ability to handle multiple projects simultaneously while meeting deadlines.
- Strong knowledge of regulatory implications of digital media within the financial services industry.
- Experience managing vendor contracts, adherence to Service Level Agreements, and ensuring fees and expenses are tracking to approved budget.
Diversity & EEO Statements: At Santander, we value and respect differences in our workforce and strive to increase the diversity of our teams. We actively encourage everyone to apply.
Santander is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, genetics, disability, age, veteran status or any other characteristic protected by law.
Working Conditions: Frequent Minimal physical effort such as sitting, standing and walking. Occasional moving and lifting equipment and furniture is required to support onsite and offsite meeting setup and teardown. Physically capable of lifting up to fifty pounds, able to bend, kneel, climb ladders.
Employer Rights: This job description does not list all of the job duties of the job. You may be asked by your supervisors or managers to perform other duties. You may be evaluated in part based upon your performance of the tasks listed in this job description. The employer has the right to revise this job description at any time. This job description is not a contract for employment and either you or the employer may terminate at any time for any reason.
The base pay range for this position is posted below and represents the annualized salary range. For hourly positions (non-exempt), the annual range is based on a 40-hour work week. The exact compensation may vary based on skills, experience, training, licensure and certifications and location.
$123,750.00 USD
$215,000.00 USD
