Head of Marketing and CRM

Head of Marketing and CRM for BBVA Italy Join to apply for the Head of Marketing and CRM for BBVA Italy role at BBVA . ¿BBVA es una compañía global con más de 160 años de historia que opera en más de 25 países donde damos servicio a más de 80 millones de clientes. Role Overview The Head of Marketing and CRM for BBVA Italy will be responsible for adapting and executing global marketing, engagement, and CRM strategies in the Italian market, ensuring alignment with the overall strategy and goals of the central Marketing, Engagement & CRM, and BI value streams of BBVA Digital Banks. The role involves directly leading a small team with local expertise in research, copy, and insights, while acting as a connector between local needs and central execution, in close collaboration with the central Marketing and CRM teams located in BBVA's Madrid headquarters. Therefore, the role requires a mid-senior level of knowledge and experience as well as a Fintech mindset and hands‑on working approach. The role ensures Italy’s insights and regulatory needs are represented in global decision‑making while guaranteeing consistent execution of centrally defined strategies. Core Responsibilities Local Strategy & Insights: Collect and prioritize local customer and market insights to inform central value streams (Growth & Marketing, Engagement & CRM, BI). Contribute to the global marketing and CRM strategy by reflecting local market needs. Act as the single point of contact for marketing, engagement, and CRM for BBVA Italy General Manager. Coordinate local resources and ensure their effective contribution to marketing efforts. Collaborate closely with the central Marketing and CRM teams in Madrid, ensuring coherence of brand and message. Drive the localization of marketing messages and ensure its implementation in coordination with the central team. Actively represent Marketing & CRM Italy in local governance forums and in multi‑country forums (Strategy Forum, Customer Bonding Forum) to ensure Italian priorities are reflected in global decisions. Marketing & CRM Execution: Drive the implementation of central growth and brand strategies in Italy, ensuring their effective adaptation to local market dynamics. Localize campaigns, apply market knowledge to support media mix decisions (focusing in particular on offline media), and build strong relationships with Italian media partners. Oversee the design and execution of lifecycle engagement strategies and customer journeys defined and implemented centrally, adapted for the Italian market, focusing on both customer loyalty and retention plus promoting digital sales and cross‑sell. Support cross‑sell initiatives through effective communication and data utilization, leveraging both marketing outreach and CRM insights. Report hierarchically to the GM of Digital Bank Italy. Report functionally to the Digital Banks Chief Marketing Officer, and systematically coordinate and align to the Global Heads of Marketing and CRM. Key Competencies Commitment to BBVA’s cultural principles: Deep knowledge of the Italian market and customer behavior, preferably acquired through a 10+ year Marketing career in banking/financial services, telco, or other regulated services sectors. Strong understanding of data‑driven marketing and BI integration. Familiarity with multi‑country governance and forums, ensuring disciplined alignment with central planning cycles. Strong understanding of Marketing and CRM principles and strategies. Native Italian speaker, fluency in English a must, Spanish preferable. Habilidades Desarrollo de campaña Estrategia de marca Gestión de relaciones con el cliente (CRM) Marketing Percepciones de marketing Seniority level Mid‑Senior level Employment type Full‑time Job function Marketing and Sales Industries Banking #J-18808-Ljbffr