Unicaja has chosen Gonzalo Saiz García-Vidal, who was Marketing Director of Bankinter until February 2025, to lead its new Marketing Department, a department created within the framework of the company’s strategic plan for the coming years. The objective of the financial entity is to promote its evolution and strengthen itself in functions that it considers strategic for its development and growth.

Thus, Gonzalo Saiz García-Vidal will assume the new Marketing Directorate, which will report to the General Directorate of Retail Business. Its mission will be to define Unicaje’s value proposition and commercial strategies, with the aim of promoting customer acquisition and loyalty and enhancing commercial effectiveness in all channels.

Specifically, Saiz’s role will be, as the company has stated in a statement, to structure and develop the marketing function with a strategic vision, oriented towards business impact and aligned with the objectives of improving the customer experience.

Unicaja trusts in the experience and career of the manager. He points out that he has extensive professional experience in the field of marketing and commercial strategy both in the financial sector and in large-scale companies. It also stands out that he has led marketing functions with a transversal approach, integrating clients, data and channels, and participated in processes of transformation of commercial models and consumer relations.

Until now, the marketing functions at Unicaja were integrated into the Individual, Insurance, Payments and Retail Products Department. With the creation of its own direction, the company provides marketing with a specific structure, and hopes to strengthen its coordination and align it more directly with the commercial and customer experience priorities defined in its strategy.

The appointment of Gonzalo Saiz is part of a series of organizational changes and management appointments. Among them, Yolanda Hueso Camacho has been appointed as Director of Credit Risk Models and Héctor Martín Sampedro as Director of Regulatory Compliance.

The career of Gonzalo Saiz

Gonzalo Saiz has more than 25 years of experience in the field of marketing, advertising and communication. With training in economics and marketing and sales, he began to develop his experience in 1999 at HP, first in the area of ​​Product Management for the European market from Germany, and later in the area of ​​marketing for the Spanish market.

In 2011 he joined Samsung Electronics Spain as Director of Marketing and Product Management, and two years later he joined the Bankinter team, where he led the company’s marketing strategy for twelve years.

In that period, among other things, Bankinter began a new stage of advertising communication under the strategic concept “The bank that sees money as you see it.” The campaign was recognized in the Eficacia Awards, the Ondas Nacional Awards or the National Creativity Awards. Also at the National Marketing Awards, in which Saiz was recognized as Best Marketing Director.

On the other hand, over the last few years Gonzalo Saiz has been a member of the boards of the APG Spain association, the Spanish Association of Advertisers and the Marketing Association of Spain.