Tony Hsieh led online retailer Zappos, acquired by Amazon, and helped transform central Las Vegas.
The Spanish bank is seeking "strategic alternatives" after scrapping a merger with BBVA.
It has been investigating the "dumping" of cheap wines in China - an accusation Australia denies.
The two tech giants account for around 80% of the £14bn ($18.7bn) spent on online advertising in 2019.
The company's investments will mostly be in Singapore, the UK and the Philippines.
Although Black Friday spending in the UK is set to soar in 2020, some brands won't be taking part.
The money for frontline UK and US staff is a thank-you for working through the pandemic.