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Behavioral Economics is a global discipline focused on helping customers make better decisions. To achieve this, the Behavioral Economics team analyzes how cognitive biases and decision-making processes influence customer behavior and designs interventions, products and experiences that facilitate better choices and improve customer outcomes.

The candidate will join the discipline as a Behavioral Economics Principal Manager within the Solutions Development area, with a focus on Retail and Commercial businesses. In addition to leading strategic behavioral economics initiatives, he/she will be responsible for leading the Solutions Development team (Project Pool), driving the identification, design, development and scaling of innovative behavioral solutions across BBVA.

The role requires a combination of deep expertise in Behavioral Economics, strong business acumen, experience in digital product and solution development, and the ability to leverage emerging technologies, including Artificial Intelligence, to create scalable customer and business impact.

About the job:

Key responsibilities

● Lead the Behavioral Economics Solutions Development team, fostering a culture of innovation, collaboration and methodological excellence.
● Define and execute the roadmap for the Solutions Development area, identifying strategic opportunities to apply Behavioral Economics across Retail and Commercial businesses.
● Design and deliver innovative, evidence-based behavioral economics initiatives, from problem definition and research to solution design, experimentation and implementation.
● Implement AI based solutions with a behavioral lense to boost decision making processes and mitigate potential biases
● Lead the development of customer-centric solutions, integrating Behavioral Economics principles into digital products, customer journeys and experiences.
● Collaborate closely with Product, Design, Data and Technology teams to translate behavioral insights into scalable business solutions.

● Define measurement frameworks and key success metrics, ensuring rigorous evaluation of business impact and customer outcomes.
● Develop reusable methodologies, frameworks and behavioral assets that can be scaled across countries and business units.

Requirements
The Behavioral Economics Principal Manager should have:

Education
● Degree in Business Administration, Economics, Engineering, Marketing, Psychology, Sociology, Anthropology or related fields.
● Master's degree or postgraduate studies in Behavioral Economics, Innovation, Digital Transformation, Data Analytics or related disciplines are valued.

Professional Experience
● More than 7 years of experience applying Behavioral Economics in business environments.
● Proven experience leading complex strategic initiatives, innovation programs or customer-focused transformation projects.
● Experience working in banking, financial services or highly regulated industries is highly valued.
● Demonstrated experience designing, developing or scaling digital products, services or customer experiences.
● Experience translating behavioral insights into practical solutions that generate measurable business and customer impact.
● Experience leading multidisciplinary teams and managing multiple projects simultaneously.
● Experience working in international and multi-country environments.

Technical Knowledge
● Strong knowledge of Behavioral Economics, customer behavior and decision making science.
● Experience in market research, customer research, business intelligence and behavioral diagnostics.
● Strong analytical and problem-solving skills, with the ability to define hypotheses, conduct analysis, interpret results and make evidence-based recommendations.
● Experience designing and executing pilots, experiments and testing programs.
● Understanding of digital customer journeys, customer experience (CX), product development and experimentation frameworks.
● Knowledge of Artificial Intelligence and Generative AI applications, with demonstrated ability to identify opportunities and incorporate AI-enabled capabilities into research, experimentation, personalization and solution development.

● Knowledge of behavioral pricing is a plus.
● Knowledge of Artificial Intelligence and Generative AI applications, including their potential use in research, personalization, experimentation and solution development.
● Familiarity with data analytics, experimentation platforms and digital measurement frameworks is highly valued.
● Knowledge of Design Thinking, Human-Centered Design and Agile methodologies.
● English C1

Leadership & Soft Skills
● Strong strategic thinking and innovation mindset.
● Proven ability to inspire, develop and lead high-performing teams.
● Outstanding communication and stakeholder management skills, with the ability to influence senior leaders and cross-functional teams.
● Strong execution focus and demonstrated track record of delivering results.
● Ability to work effectively in fast-changing environments and navigate ambiguity.
● Excellent planning, prioritization and project management capabilities.
● Collaborative mindset and ability to build strong relationships across functions, geographies and organizational levels.
● Passion for innovation, customer-centricity and continuous learning.

● Willingness to travel internationally when required.

Skills:

Client Orientation, Empathy, Ethics, Innovation, Proactive Thinking