Santander
I led the creative team behind Santander Bank's email program, one of the country's largest retail banks.
A handful of campaigns grew into a full-service retainer delivering 100+ projects across acquisition, lifecycle, and service.
My focus was building things that could last. I created a modular template system and a living set of creative guidelines so every campaign felt distinctly Santander.
From there came some high value work: a refreshed Money Market acquisition, a multi-version Card Activation series, Lifecycle campaigns, Behavioral Triggers, Business Banking, and personalized builds with live rates and branch maps.
The work moved the numbers: +20% engagement and +7% new-account openings on the Money Market refresh, +34% clicks on a renewed social media engagement email, faster production, fewer errors.
Through every brand and platform change, I kept the program consistent, continuously tested and optimized creative, and presented results back to Santander leaders each quarter.
Role
Creative lead directing a team of designers, coders, and copywriters across design systems, art direction, QA, innovation and client reviews.
Engagement & Scale
Full-service creative retainer, 2015–2020. Grew from 4 campaigns in its first year to 50+ a year within an email program sending roughly 25 million messages annually.
Results & Highlights
Money Market refresh: +20% engagement, +7% new-account openings · Social email: +34% clicks · Built the master-template system, Card Activation series, and creative guidelines that standardized the program.
