Global reach, local connections Santander strategy
LOOKING TO MAKE CREATIVITY PAY: Ken Martin, Santander Bank's commercial markets director for New England, is planning to leverage the Madrid-based bank's global reach to present new ideas to commercial customers.
PBN PHOTO/TRACY JENKINS
By Rhonda J. Miller PBN Staff Writer
As Santander Bank’s new commercial markets director for New England, Ken Martin is at the epicenter of intense competition in the financial marketplace. He oversees commercial-business relationships among companies in New England with revenue of up to $500 million. Martin heads commercial teams with a combined 110 banking professionals, about 30 of whom are based in Rhode Island.
Santander lured Martin away from a six-year stint at Providence-based RBS Citizens, where he was director of commercial-enterprise banking.
The Pawtucket native’s move to Santander was announced by the bank on Feb. 6
Martin’s 32-year career in banking, continuously based in Rhode Island with expanded geographic responsibilities in former positions with Citizens, Bank of America and Fleet Bank, gives Spain-based Santander a well-known regional leader. Martin will be based in Boston, but will also work with the team at Santander’s Providence offices.
PBN: What’s your strategy to attract new commercial customers and expand relationships with existing customers in your new position with Santander?
MARTIN: The major focus is on ideas. In today’s competitive marketplace, I think the bankers and the banks that deliver creative ideas for clients at all size levels are the ones who will win. Strategically, how we position that with our team is by focusing on a three-point strategy – hustle, knowledge and caring. I think that combination, and executing on it and leveraging the capabilities we have, will be the separator for us.
PBN: How do you work with your first point – hustle?
MARTIN: Specifically, it’s about a sense of urgency, understanding that speed in the marketplace is really important today. It’s really critical to make sure we do the things we say we’re going to do – so if we tell a client we’re going to get back to you tomorrow, we do it.