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Manuel Baldasano

Executive Vice President, Head of Channels

Santander Bank, N.A.

Manuel Baldasano is Executive Vice President and head of Channels at Santander Bank, N. A. part of Santander Group, one of the largest banks in the world. Euromoney has awarded Santander three times in recent years as the Best Bank in the World and the largest bank in the Eurozone. He joined Santander in 2010, to build a new distribution division focused on digital and direct channels (Phone, ATM, Website, Online and Mobile).


Based out of Boston, Manuel has overall responsibility for the strategic channel delivery and optimization, sales performance, customer experience and multichannel strategy. During these four years, he led the transformation of the contact centers, the creation of a new telemarketing channel, the rollout of new image-enabled touch-screen ATMs, an award winning complete website redesign, the launch of a top 5 mobile banking application, the new online banking platforms for both consumers and small business and the new social media channels.


Prior, he spent 12 years in telecommunications (Telefonica), where he did business development and M&A that led to the carve-out, development and spin-off of the largest global contact center outsourcer (Atento). During his time at Telefonica, he was recognized with the Performance Excellence Recognition Award, for the outstanding results achieved as a general manager in Puerto Rico. Earlier in his career, he worked for JP Morgan, IBM and Citibank, back in Spain.


Manuel graduated from Universidad Autonoma de Madrid with a BBA and obtained his MBA from IESE Business School. He holds a CPD by the Aresty Institute of Executive Education of the Wharton School. He is also a candidate in for the Master in Liberal Arts at Harvard University, where he became a member of the Harvard Hispanic Leadership Forum. He is a recognized leader in the digital world, currently sitting on the CBA Digital Channels Committee and as a member of the Bain Financial Services Digital Leaders board, the McKinsey Future-Proofing Retail Banking Distribution Roundtable, Cisco Financial Services Innovation Council, Ascent Technical Advisory Board, Mitek Client Advisory Council and others. He is married with three children.