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Head of CRM & Engagement – Global Digital Banks Join to apply for the Head of CRM & Engagement – Global Digital Banks role at BBVA. La vacante estará activa en la web hasta el 12 de enero inclusive. BBVA es una compañía global con más de 160 años de historia que opera en más de 25 países y sirve a más de 80 millones de clientes. Somos más de 121.000 profesionales trabajando en equipos multidisciplinares con perfiles tan diversos como financieros, expertos legales, científicos de datos, desarrolladores, ingenieros y diseñadores. 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). 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 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
