It’s only fitting Angelica Palm became head of marketing for a large bank in her hometown of San Antonio. Palm, senior vice president of marketing and communications at Texas Partners Bank, grew up in the third largest banking market in the state — before she ever knew she’d become a banker herself.

Palm joined Texas Partners Bank seven years ago to help build their marketing strategy. The bank’s members include The Bank of San Antonio, The Bank of Austin and Texas Hill Country Bank. She said her role opened an opportunity for her to cultivate an innovative approach to marketing that included storytelling, curated events, podcasts, educational programs and more, resulting in new and strengthened relationships for the bank. 

Master storytellers in marketing

With the bank fueling entrepreneurial growth in the San Antonio community, Palm said, “I cannot think of a higher calling than to partner with pioneering pathfinders to build economic growth.” She continues, “You become what you believe, and there are significant opportunities to share new stories about different paths forward that inspire belief in oneself. I listen to the knowledge of other entrepreneurs’ curriculum of what worked for them, and we create content to pass that blueprint along in joyous service to earn growth.”

Palm learned the power of storytelling when studying broadcast journalism at Texas Christian University in Fort Worth. Following graduation, she spent over 10 years as a marketing leader in a variety of settings, including in-house at public and private companies, as well as a global advertising agency. She has taken this knowledge to focus her team on the power of storytelling by seeing the good, magnifying it, then multiplying it.

“Compelling stories are grounded in empathy. The insights gained from one-on-one interviews with local entrepreneurs help other people feel seen. Ultimately, our strategy results in building trust with our banking partners and financial solutions,” said Palm. “We share entrepreneurial success stories to help founders and their businesses maximize every opportunity with business resources and to learn from others. We want entrepreneurs to know that their work matters. We are here to walk alongside them, to have a clear-visioned path forward driven through the foundation of partnership.”

The bank’s marketing team takes every opportunity to connect with their local community by marketing with a multi-platform strategy. Local entrepreneurs in each community are the platform contributors through video storytelling, where they share their advice for success and why their partnership with their banker helps power their growth.

Palm states each of their member banks has their own persona and identity. The stories shared from each of the member banks in the area reflects the local entrepreneurial community to a T. 

Palm shared, “There is nothing more powerful than hearing an entrepreneur you admire in your community share their blueprint for success. Our style of storytelling focuses on sharing the message that ‘people like us, do things like this,’ a quote from my favorite book: This is Marketing by Seth Godin. We are master storytellers serving as a strategic resource for entrepreneurs.”

When it comes to differentiating the bank from the many other banks in the area, Palm’s team uses an alternative framework as their marketing approach — storytelling is the core vehicle and leveraging sponsored content to share compelling narratives. The marketing is entrepreneurial minded in the sense they constantly tweak, enhance and flex to fit the environment as well as the opportunities. 

Marketing characteristics

Marketing looks different to many people in the field, but when it comes to Palm, she describes the characteristics of a marketer as “a leader always on the hunt.” 

She begins, “being a purpose-driven leader who listens, asks questions and partners with others is someone who creates impact, which is what marketing is all about. Technically, it’s someone who is an evergreen learner and who is curious about what could be, and who has the guts and earned trust to put a plan around their vision.” 

When it comes to marketing in banking, Palm takes the opportunity to learn more about the framework of banking itself, but also comes in with a fresh perspective in telling a story that maybe hasn’t been shared — yet. She suggests future bank marketers to get “Google-smart” on best marketing practices and rapidly evolving technologies. Aside from this, she advises marketers to get out in the community and stretch their networks by meeting new people, attending events and building relationships.

Palm said she’s grateful she’s able to do marketing that she’s proud of, and for her banking teammates and partners. “I come into the office every day at 7:30 a.m. with a bounce in my step and I leave with a sense of gratitude for what is entrusted to us to impact.”

Life outside of the bank

In 2021, the San Antonio Business Journal recognized Palm in its 40 Under 40 for her leadership in marketing and digital strategy at Texas Partners Bank and its bank members. She serves on the Board of The Doseum and the San Antonio Public Library Foundation and is an active member of the Texas Biomed Founder’s Council.

When asked how she enjoys her spare time, Palm laughed, “What’s that?” She follows up, “I have an abundantly full life and I am insanely grateful for my family, my community and the opportunities ahead.”