Head of CRM & Engagement - Global Digital Banks
BBVAExcited to grow your career?
BBVA is a global company with more than 160 years of history that operates in more than 25 countries where we serve more than 80 million customers. We are more than 121,000 professionals working in multidisciplinary teams with profiles as diverse as financiers, legal experts, data scientists, developers, engineers and designers.
Learn more about the area:
La vacante estará activa en la web hasta el 12 de enero inclusive.*
BBVA is a global financial institution with more than 160 years of history, operating in over 25 countries and serving more than 80 million customers. Our team includes over 121,000 professionals across disciplines such as finance, law, data science, engineering, and design.
Global Digital Banks is BBVA’s global unit responsible for building and scaling BBVA’s fully digital banks, as well as managing minority and majority stakes in leading neobanks such as Atom (UK) and Neon (Brazil).
About the job:
The Role
We are looking for a Head of CRM & Engagement with deep expertise in the CRM ecosystem, strategy, and performance drivers. This role will own the definition of the end-to-end CRM and engagement strategy, lead planning, and drive execution at scale.
You will be a highly data-driven leader, capable of grounding decisions in rigorous analysis while applying strong business judgment. The role requires end-to-end ownership of customer journeys, campaigns, and personalized communications, ensuring that all engagement initiatives deliver against clearly defined objectives.
The ideal candidate can balance business priorities with cross-functional requirements, manage and prioritize demand effectively, and maintain a strategic perspective fully aligned with the goals of Global Digital Banks.
Key Responsibilities
CRM & Engagement Strategy
Define and drive a cohesive CRM and engagement strategy across all customer journeys and touchpoints.
Design a comprehensive relationship model that delivers timely, relevant, and personalized content across all available channels.
Build a consistent narrative across the full customer lifecycle, ensuring alignment between CRM, Communications, Product, and Marketing.
Channel & Funnel Expertise
Deep, hands-on understanding of digital communication channels including email, push, in-app, SMS, and onsite personalization.
Strong understanding of organic and paid acquisition ecosystems (DMPs, DSPs, ad servers), connecting top-of-funnel activity with CRM to ensure a true end-to-end view.
Campaign Design & Management
Own the lifecycle engagement roadmap from acquisition through retention.
Plan, launch, and continuously optimize multi-channel campaigns using automation, advanced segmentation, and data-driven decisioning.
Drive retention, activation, cross-sell, and upsell initiatives through advanced personalization techniques.
Continuous Optimization
Establish a recurring optimization cadence supported by data science, CRO, and advanced analytics.
Lead experimentation at scale, including A/B testing, control groups, and predictive models.
Track and improve core KPIs including activation, conversion, retention, engagement, and churn.
Voice of the Customer
Implement structured customer feedback mechanisms to generate actionable insights.
Partner with Research, Customer Service, and Design to continuously improve the value proposition.
Marketing & Product Collaboration
Work closely with Marketing within the Customer Bonding value stream to execute the mid-term strategic roadmap.
Ensure strong alignment with Product Strategy, Value Proposition, and overall business priorities.
Martech & Data
Own the functional vision of the CRM and Martech stack and its role in data activation.
Identify gaps in the current technology ecosystem and propose enhancements or new tools.
Act as functional product owner for the CRM ecosystem (Salesforce Marketing Cloud, Adobe, etc.), partnering closely with Data and Technology teams.
Required Experience & Skills
Experience
2-5 years of experience in business execution, product management, consulting, or equivalent roles within financial services.
3-5 years in senior roles directly related to CRM, Engagement, and/or Digital Sales through Marketing Automation.
Experience in digital products, lending, credit, or banking environments is a strong plus.
Education
Bachelor’s degree in a STEM field (Engineering, Mathematics, Physics, Computer Science) strongly preferred. Degrees in Finance, Economics, or Business will be considered for candidates with demonstrated analytical rigor.
MBA or other relevant postgraduate degree is a plus.
Skills
Strong analytical and problem-solving capabilities; comfort working with data and metrics.
Proven ability to structure complex analysis and clearly communicate insights.
Experience working in cross-functional teams in fast-paced environments.
Proactive mindset, intellectual curiosity, and strong learning orientation.
Languages
Native-level or fluent English.
Spanish, Italian or German is a plus.
Why Join Us
Play a key role in shaping the strategic direction of a leading digital bank.
Join a high-impact team with strong ownership, customer focus, and end-to-end accountability.
Influence the strategy of a fast-growing, globally ambitious digital bank with a startup execution mindset.
Work in an empowered, data-driven environment where decisions are based on evidence, not hierarchy.
Gain exposure to senior leadership and participate directly in high-impact strategic discussions.
Be part of a culture that values intellectual honesty, principled leadership, and continuous learning.
Skills:
ADA, Adobe Applications, Analytical Thinking, Analytical Tools, Big Picture Thinking, Business Intelligence / Reporting, Content Personalization, CRM Segmentation, Hyper-personalization of the commercial proposal, Innovative Thinking, Marketing Automation Platforms, MicroStrategy, Paid Media Strategy, Paid Search Advertising, Paid Social, Relation Building, Salesforce Platform, Social Customer Relationship Management (CRM), Strategic Leadership