Power 100 2021: Dan Sherwood, Santander UK

Marketing director, Santander UK.

Dan Sherwood
Dan Sherwood

In his first full year as marketing chief, Sherwood helped to increase mortgage lending (up by £1.5bn in Q1) and boost Santander’s digital offering. Away from banking, the brand offered financial education through The Numbers Game educational initiative and generated a profit for the first time in its London bike scheme – money that Santander reinvested to provide free rides to key workers. Along the way, the brand even picked up its first Effie. On a more personal note, Sherwood had a different kind of triumph: “Resisting the temptation to paint every wall in my house a lurid colour.”

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