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Santander US Associate Director, Brand Activation in Boston, Massachusetts

Associate Director, Brand Activation

Req ID: 2102599 Date posted 06/01/2021

The SVP Associate Director, Brand Activation, will catalyze Santander’s brand repositioning efforts. Reporting into the head of Brand and Creative, the Sr. VP, Brand Activation, will work closely with our internal Brand team and external Brand & Creative Agency, to translate and energize the entire SBNA network to live our brand principles, adapting customer-facing behaviors and protocols accordingly. This position will be responsible for:

  • Ensuring the refreshed Santander brand includes elements that are exciting and motivating for internal teams

  • Identifying elements of the customer experience that are most critical to “get right,” because they serve as cues that we are delivering against our brand promise

  • Developing training, reward / motivation programs, and KPIs for our networks to help them adapt to the new brand positioning (in close collaboration with our Network leaders and HR)

  • Working with the internal Comms team and Internal Agency to lead the development of content including videos, training materials, articles, and planned discussions with senior executives at All Hands and leadership meetings

  • Working with Marketing teams (including Marketing Operations) to scope budgets and enablers (e.g., IT support) needed to make brand activation a reality, flagging any gaps or shortfalls and suggestion opportunities to use resources as efficiently as possible

  • Be conversant with the branding and brand activation strategies of key competitors, pursing white space opportunities where appropriate and adapting competitor best practices in some areas

  • Working closely with our Insights team to develop a dashboard to track the brand’s evolution around KPIs including awareness, perceptions, and consideration—and working closely with our Customer Experience (CX) team to track indicators that our brand efforts are translating into an evolved customer experience. Work with CX to quickly identify and address indicators that friction in the customer experience is detracting from desired brand perceptions

  • Championing the Santander brand, based on a deep understanding of what our brand stands for both within the US market, and abroad; leverage insights to contribute to brainstorming sessions and campaign planning exercises

The SVP Associate Director will report to the Senior Director, Brand and Creative and work closely with a peer group comprised of experienced marketing and Customer Experience professionals. Additionally, the SVP is likely to collaborate with Network leads, Operations Leaders, HR, and others to codify and celebrate changes with our executives. Some travel to our branches and operations centers will be required; predominantly in the Northeast; with occasional trips to headquarters in Boston. Travel needs will ramp up in Q4, and as we get closer to launch date in Q1 2022.

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


  • Bachelor's Degree required; masters preferred

  • 12+ years of experience in banking or retail, ideally including working with retail networks and customer care centers

  • 8+ years of financial services industry experience required

  • 8+ years of experience working leveraging brand or operational KPIs to identify opportunities to improve a customer experience

  • Proven track record of elevating the customer experience by helping internal colleagues to adapt their behavior

Primary Location: Boston, Massachusetts, United States

Other Locations: -,Massachusetts-Boston

Organization: Santander Bank, N.A.

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.

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