Head of CRM

Excited to grow your careerBBVA 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 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.*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 RoleWe 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 ResponsibilitiesCRM & Engagement StrategyDefine 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 ExpertiseDeep 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 & ManagementOwn 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 OptimizationEstablish 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 CustomerImplement structured customer feedback mechanisms to generate actionable insights.Partner with Research, Customer Service and Design to continuously improve the value proposition.Marketing & Product CollaborationWork 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 & DataOwn 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 & SkillsExperience2‑5 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.EducationBachelor’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.SkillsStrong 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.LanguagesNative‑level or fluent English.Spanish, Italian or German is a plus.Why Join UsPlay a key role in shaping the strategic direction of a leading digital