In this special guest episode of the Believe in Banking podcast, Gina and Juliet welcome Jeffrey Martinez, Executive Vice President and Head of Branch Banking at PNC. In their illuminating conversation, Jeffrey shares the story behind PNC’s $1.5 billion investment in their branch network and how the bank’s continuing commitment to the branch is fueling even more customer connection and institutional growth. From his early banking roots to overseeing 2,200 physical and 22 mobile branches, Jeffrey outlines both the bank’s and his personal principles behind creating consistent, high-performing, and meaningful branch experiences and the internal staffing strategies that power them. He describes how his passion for purpose-driven leadership – shaped by both his military service and his start as a teller – drives his approach to activating 15,000+ employees in service to customers and their life’s goals. Finally, Jeffrey offers inspiration for banks of all sizes, emphasizing the importance of operational excellence, strategic clarity, and a relentless focus on delivering human-centered experiences that move people forward financially.