OneTrust Cookie Consent & Privacy Management

• Technical Implementation: Managed the full migration from custom cookie solution to OneTrust CMP, including installation, configuration, and integration with existing systems
• Tag Management centralization with consent mode: Restructured all website tags through GTM to operate conditional to consent status, ensuring proper data handling. Also upgraded to consent mode as required by latest developments in the industry
• Consent Compliance Expertise: Maintained current knowledge of evolving EU privacy regulations, implementing adaptations as requirements changed, supporting marketing with topics on basis of consent
• Consent opt-in optimization: Conducted A/B testing on consent banners to identify designs with highest opt-in rates
• GDPR Audit support: Played a key role during HQ GDPR audit, successfully presenting implementation approach and demonstrating compliance measures and passing without any concerning findings
• Multi-Site: Executed consistent implementation across multiple Santander properties, ensuring brand consistency and regulatory compliance
• 3rd party vendor Data Audits - Mediated with 3rd party vendors for data privacy and security requirements, assisting with the mandatory questionnaires required for supplier approval and keeping a transparent view internally

• Performed updates on consent management with minimal to no negative impact on Google Ads and marketing channel performance while maintaining data quality
• Improved consent opt-in rates by 15-25% through systematic A/B testing of banner designs
• Successfully passed HQ GDPR audit with comprehensive compliance demonstration
• Established complete audit trail for all consent decisions and data processing activities
• Achieved full Google Consent Mode v2 compliance across all digital channels

On this page

• Overview
• Scope/Responsibilities
• Results