Citywealth Leaders List, 60 seconds interview – Polina Ceron, Winston Taylor

Date: 30 Sep 2026

Karen Jones

This week’s 60 seconds Citywealth Leaders List interview is dedicated to Polina Ceron, Senior Business Development Manager at Winston Taylor. She leads business development strategy for the private wealth sector at an international law firm in London, specialising in high-net-worth individuals and private capital. With 10 years’ experience across legal and technology sectors, she combines expertise in strategy, client development, marketing, PR and events to build relationships and drive growth across international markets.

Tell Citywealth readers about your role and the brand you represent.

I lead Business Development for the Private Wealth sector at Winston Taylor – a newly combined firm. The sector operates as a single, fully integrated practice built for the world’s most complex wealth challenges. My role sits at the intersection of strategy, business development and profile-building, working closely with our Legal and the wider Business Development, Marketing and Communications teams to position the firm competitively in a deeply personal and highly relationship-driven market.

What does a typical day look like for you?

What I value most about my role is the genuine breadth it offers – spanning business development, growth strategy, and marketing –which means no two days follow the same pattern. A morning might begin with a relationship breakfast with one of our key intermediaries and referrers of work; another with a strategic session on quarterly priorities; and another with a roundtable on a topical matter followed by the drafting of thought leadership, articles, and award submissions.

What recent campaign, rebrand or initiative are you most proud of?

The ongoing positioning of our Private Wealth sector as one of the four defining capabilities of the combined firm. We have a fully integrated international practice for the world’s most complex wealth challenges, having advised more than 155 families with wealth exceeding USD 1 billion, eight royal families, and around 350 individuals and families with assets above USD 100 million, with total combined client assets estimated at over USD 2 trillion.

What are the biggest challenges facing private wealth firms today?

The challenge that resonates most consistently in the conversations that I’m having is more fundamental: clients want to see value beyond the black letter of the law. They want advisers who are connectors – who are reachable in a crisis, who understand the full complexity of their world. That expectation from clients cascades directly into what our lawyers expect of their BD support, which to me is a rewarding challenge and keeps me motivated.
Beyond that, there is no single playbook for this sector, and I think that is both its greatest challenge and its greatest appeal. Private wealth is deeply personal. We must remain genuinely attuned to the evolving needs of our clients, the shifting regulatory landscape across multiple jurisdictions, and the movements of the broader market, all at once.

What metrics matter most to you when measuring success?

The core metrics will be familiar to most in this space, such as ROI, referral tracking, engagement across PR and social media channels, event attendance, newsletter readership and Net Promoter Score, but how you use them is where the real rigour lies.

What do you consider to be the most important attributes for a BD/marketing leader?

Empathy, commerciality, and genuine curiosity. BD in private wealth is fundamentally about people: you are building relationships across complex, high-stakes environments. It helps to genuinely enjoy spending time with people – both internally with your colleagues and externally in the market. I would also add intellectual humility: the sector moves quickly, and the best BD leaders are those who are always learning.

Who or what inspires your creative thinking?

I look closely at how luxury fashion houses and leading hotel brands communicate with their clients – the precision of their storytelling, the intentionality of every touchpoint – because our client base is not dissimilar, even if the subject matter is. Beyond that: travels, poetry, cinema, music, art, and nature all feed into how I think about language, tone and creative direction. And closer to home, some of my colleagues and friends doing genuinely outstanding creative work.

Where was the last place you travelled for work or inspiration?

Japan – for my honeymoon!

How do you relax after a busy campaign or event?

Genuinely good sleep!

Which private wealth brand do you think is getting it right, and why?

Several of the leading private banks stand out for the sophistication and consistency of their client-facing brand experience, personalised digital environments, carefully curated events, and tailored communications. That coherence between brand and client experience is something I think about a great deal in my own work.

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