Head of Marketing and CRM for BBVA Italy

Head of Marketing and CRM for BBVA Italy

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¿Te entusiasma hacer crecer tu carrera? 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. 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.

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.
  • Ensure local requirements and key insights are addressed by connecting them to central execution.
• Team Leadership & Coordination:
  • Manage and develop a small local team with expertise in research, copy, and insights.
  • 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.
  • Look for new local opportunities in channels & vendor agreements that fit within the global strategy and CAC.
  • 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.
  • Ensure operational efficiency and continuous improvement of customer satisfaction.
  • Support cross‑sell initiatives through effective communication and data utilization, leveraging both marketing outreach and CRM insights.
• Reporting and Alignment:
  • 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.
  • Ensure all activities are in alignment with central standards and execution to maximize scale and cost efficiency.

Key Competencies

• Commitment to BBVA’s cultural principles: One Team, trust, care, accountability, and substance before form.
• 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.
• Strategic thinking with an ability to translate global strategies into local action.
• Experience operating in matrix organizations, balancing local adaptation with global consistency.
• Strong understanding of data‑driven marketing and BI integration.
• Familiarity with multi‑country governance and forums, ensuring disciplined alignment with central planning cycles.
• Proven ability to lead and develop a team in a collaborative, connector role.
• Strong understanding of Marketing and CRM principles and strategies.
• Excellent communication and interpersonal skills for effective collaboration with central and local teams.
• Results‑oriented with a focus on measurable outcomes.
• 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

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