Cristina González Bravo de Laguna

Critic
DISC Type : C

Global Head Marketing & Comms - Wealth Management & Insurance at Banco Santander

Greater Madrid Metropolitan Area, Spain

Overview

Cristina González Bravo de Laguna is the Global Head of Marketing and Communications for Santanders Wealth Management and Insurance division. A member of the executive committee, she drives global strategy across ten geographies, focusing on branding, digital, and PR. Colleagues have described her as a "valor seguro", or a "sure bet", for any company.

She is a passionate advocate for female leadership and talent development. Cristina has enthusiastically participated in and promoted the Promociona executive leadership program for women at Esade, expressing how she was overwhelmed by the amount of talent she witnessed in the program.

She has spent over 18 years at Banco Santander, holding diverse leadership roles in Marketing, Corporate Affairs, and now Global Wealth Management.

Personality Overview

Objective Thinker

Negotiator

Precise

It is very likely that they will negotiate pricing or other important terms.  Unless the value is proven by data, they are unlikely to value fancy features. They like to do things independently and don’t look for support from others.

Topics They Care About

Female Leadership
Actively participates in and posts about the Promociona executive leadership program for women, showing a passion for developing female talent at the highest levels.
Wealth Management Marketing
Her core responsibility is defining and implementing marketing and communications strategy for Santander's private banking, asset management, and insurance businesses globally.
Digital Strategy
Her role explicitly focuses on digital marketing, and she completed an executive program in "Digital Mindset, " indicating a focus on digital transformation in finance.

Media Appearances

Cristina has no verified media appearances

Work History

10-2019
Global Head Marketing & Comms - Wealth Management & Insurance at Banco Santander
1-2018 - 10-2019
Corporate Affairs Director | Responsible Banking Coordinator Santander Spain at Banco Santander
1-2017 - 12-2017
Planning Director | Marketing Santander Spain at Banco Santander
2-2003 - 12-2005
Head of Business Unit at Comunica + A
10-2000 - 2-2003
General Manager at Comunica + A

Education

6-2023 - 3-2024
Executive Leadership Program for women - Promociona from Esade
2019 - 2019
Executive program "Digital Mindset" from University of Deusto

More Information

Social Presence :

Prographics :

Exp : 19 Location : Greater Madrid Metropolitan Area, Spain Job Level : N/A Designation : Global Head Marketing & Comms - Wealth Management & Insurance at Banco Santander
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Insights For Selling To Cristina

During A Call Or A Meeting

DO's

  • Keep some extra margin while sharing pricing, they are likely to negotiate later
  • Be ready for penetrating questions and critical examination of your pitch
  • If you can, show them industry reports or analyst comments instead of sharing anecdotal stories

DONT's

  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Don’t rush them till they have clearly gotten all the necessary information
  • Make extra effort to not seem pushy or confrontational

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Cristina is

  • Proven ROI, pricing and objective proof points are the factors that sway their decision.
  • Will you ever get a clear answer from Cristina

  • They are comfortable saying no if they are convinced that it is the correct decision.

Insights For Deal Planning

    How fast (or slow) will Cristina move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Cristina take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Cristina

Personality Compatibility


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