Santander to combine marketing and communication teams

The bank’s marketing director Dan Sherwood is being promoted to lead the newly merged marketing team.

Santander is merging its UK marketing function with its communications and responsible banking teams under one unified division, effective 1 April. 

Current marketing director Dan Sherwood has been promoted to lead the new marketing team, reporting directly to Andrew Wilson, director of communications, marketing and responsible banking who sits on Santander’s executive committee. 

Brand strategy, marketing communications, sponsorship, events and marketing planning are being brought under one team alongside media relations, public affairs, internal communications, ESG/sustainability, education and social impact. 

Sherwood has been in post as marketing director since May 2020 and joined the business in 2006.

“This is a really positive move that enhances the profile of a strongly performing marketing function led by a highly capable and experienced marketing leader in Dan Sherwood who we have promoted,” says Wilson. “Retaining him for the next stage of Santander’s strategic growth and transformation is very important.”

‘If you’re not in one, you’re probably about to be’: Why are so many marketing teams restructuring?Santander’s decision to unify its marketing and communications teams is part of a wider plan to improve its positioning in the UK as the bank competes with rivals Barclays, HSBC, NatWest and Lloyds. 

Santander is not alone in making changes to its marketing division. Almost half (46.5%) of marketing teams restructured in 2023, according to Marketing Week’s 2024 Career and Salary Survey. 

“The new structure is a great move and an exciting change for us all. It reflects the already intrinsic links between the two teams and will ensure we work effectively with the wider global teams to support both Santander Group and Santander UK in the delivery of our strategic priorities, putting customers at the heart of everything we do,” adds Wilson. 

According to Sherwood, this is perfect timing for the restructure: “There has never been a more important time for us to join up our story for maximum impact and to respond to the many opportunities and challenges that come with new technologies, changes to the political and economic environment and an increasingly sophisticated consumer.”