Efi Naskou FCIM

Advisor | CMO | Marketing Director | Growth Strategy | Value Creation | Consultant 
Available for Interim, Fractional, Board Advisor and NED positions.
Clients: PE, VC, FTSE, Founders, Boards
Industries: Services, Regulated, FS, Financial Services, FinTech, Technology, AI

CMO | Advisor | Consultant

Zenus Bank

Zenus is a US Digital Bank and FinTech - a pioneer in providing easy access to the US banking system for underserved people and businesses worldwide, taking banking beyond borders.

Member of the Executive Committee. I led a team of global marketing professionals launching innovative new products (GTM), delivering exceptional customer experiences, and achieving business goals. I worked closely with colleagues across regions to ensure that our marketing efforts are aligned with our overall business strategy and tailored to the unique needs of our customers in each market. I leveraged data and insights to optimise our marketing performance and measure our impact. Key activities were GTM strategies for expansion, new customer acquisition and brand and revenue growth.

Chief Marketing Officer (CMO)

Set up the Global Marketing function in London. Built a multidisciplinary team from 1 to 12+, set up processes and martech, launched the Bank, the FinTech and multiple banking and fintech products in numerous markets (BaaS, Payments, Wallets, Corporate and Personal Accounts, Metal VISA Debit Cards, BIN Sponsorship/ Card Issuance). 
Expanded client base to 120+ countries, exceeded commercial targets/OKRs and won multiple awards for brand refresh, digital acquisition campaigns/ integrated performance marketing and products.

Global Head of Marketing

Mastercard Data & Services

I provided marketing consultancy services to credit card and debit card issuers, offering strategic planning, campaign design, execution, and measurement. I specialized in lifecycle product marketing consulting and implementation, go-to-market strategy development, and end-to-end campaign execution, including post-campaign analysis. Additionally, I focused on multi-channel marketing to maximize ROI, reviewed and optimized marketing processes for issuers, managed internal and external stakeholders across various channels, including B2B, B2B2C, and B2C, engaged in business development activities such as client proposals, and conducted marketing research.

Marketing Consultant | Director

Consulting

Marketing and Brand diagnosis, strategy and tactics. Leadership and hands-on execution of strategies to solve challenges and drive commercial performance. 

Clients and projects include: Barclays Wealth & Investments, PayPal, Barclaycard, Tesco Bank, Santander, InterContinental Hotels Group (IHG), HSBC, Mastercard

Marketing and Brand Director | Consulting Contracts

Barclays

Overall responsibility for all cross-channel marketing programmes, including Smart Investor online direct investing service and Wealth Management relationship managers. I developed and planned content strategies to drive thought leadership and content generation for cross-channel distribution, created PR/Spokespeople strategies, engaged and managed stakeholders, including CIO and other executive level internal stakeholders, marketing, PR and product teams, agencies, and other partners. Additionally, I crafted annual team roadmaps, prioritized output, reviewed and evaluated suppliers/vendors to create efficiencies, and strategized, planned, and executed email marketing in the realm of digital marketing.

Vice President | Investment Marketing 

HSBC

I spearheaded the strategic development of premium, user-centered digital marketing initiatives for hsbc.co.uk, spanning desktop, mobile, and tablet platforms and encompassing all product lines. My role included optimizing user experience and journey, project management, orchestrating impactful marketing campaigns, implementing MVT and A/B testing strategies, driving SEO initiatives, refining website performance and managing agencies, providing effective team leadership and coaching to a large multi disciplinary team.

Senior Manager | Digital Customer Experience 

I managed the development and delivery of retail communications across 1400 HSBC branches in the UK, overseeing marketing assistants and a team budget of £3 million.

Marketing Communications Manager

Boodle Hatfield LLP

At Boodle Hatfield LLP, I managed customer communications and email marketing, led a comprehensive rebrand including the launch of a new website, and organised events. I also focused on website optimisation and enhancing customer journeys. My role involved marketing budget management, brand development, and executing both internal and external communications strategies.

Marketing Communications Executive

Building & Scaling Businesses

I specialise in developing and implementing commercial strategies for businesses that view marketing as a strategic lever. I believe that smart marketing investment gives companies a clear edge, helps them grow faster, and secures their market position.

With experience across startups (0 to 1), growing businesses (1 to Xmillion), and public companies, I bring a wealth of knowledge to the table. I thrive on the challenges of complex businesses and enjoy collaborating with talented people to uncover new opportunities. Leading teams and inspiring motivated professionals to achieve great results and grow is a passion of mine.

I’m looking to work with companies that value these skills and are either in a growth phase or aiming to regain their momentum with innovative ideas.

Specialties include: Business Strategy, Commercial Strategy, Product Marketing, Brand Management, Digital Marketing, CRM, Lifecycle Marketing, UX, CX, Content Marketing, PR, Go-to-Market, P&L, Agile Project Management, Executive Leadership. 

I am a Fellow of The Chartered Institute of Marketing and hold a Professional Diploma in Marketing and a Mini MBA in Brand Management. DEI advocate, mentor, AI enthusiast and Founding Partner of an AI Think Tank (Women4AInnovationFutures) with Kingston University Business School bringing business and academia together, that is dedicated to empowering leaders to harness Generative AI (Gen AI) for innovation.

Immediately available for permanent, interim, fractional leadership roles and consulting services (CMO, CxO, Marketing Consultant, Marketing Director, VP, Advisor, Operator). 

Connect with me for a chat @ efi.naskou@gmail.com 📅 https://calendly.com/efi-naskou

Financial Services | Financial Technology | FinTech | Payments | Cards | Wallets | BaaS | Embedded Finance | Open Banking | B2C B2B | CxO | Partnerships | PE | Value Creation | Insurance| Global Strategy | Commercial Growth Strategy | GenAI | DEI Ambassador | Board | NED | C-Suite | SLT | Executive Leadership

CIM Fellow- Fellowship of the CIM is the highest level of membership requiring qualification, 15+ years experience and Board level experience.

CMktr - Chartered Marketer status recognises those marketers achieving the highest level in our profession. It demonstrates commitment to keeping up to date and is awarded on a combination of experience and qualifications.

Efi Naskou (CMktr FCIM)

Baker Ing 

Credit Manager - EMEA

Illumina

Responsible for high value key account ledgers (Germany and Austria) worth £30 million+ per month.

Main duties and Responsibilities:
- collecting debt by chasing overdue balances, monitoring high value invoices and sending early payment reminders for settlement in timely manner
- monitoring credit and payment history / patters
- resolving customer disputes in collaboration with key functions within the organization 
- reviewing the credit status of customers and providing recommendations for credit block
- creating invoice output and mapping to portals for e-invoicing 
- posting and allocating cash receipts
- distributing customer statements and dunning letters
- providing balance confirmations
- resolving account queries and disputes
- monitoring aging 
- supporting with audit requests

Sr AR / AP Specialist II - EMEA

William Morris London

Main duties and responsibilities:
- Responsible for all Credit Control duties for the Company
- monitoring regularly on the Aged Debtors and overdue Invoices reports, to identify those customers requiring chasing
- chasing customers in line with agreed internal debt chasing procedures
- preparing and maintaining UK and EUR Debtors spreadsheet
- month end task, including sending out on hold report for UK and German representative
- Reconciling customer accounts where necessary
- preparing and distributing consolidated statements for Groups and customers with multiple accounts
- ensuring all bank accounts are reconciled
- Responsible for German direct debit collection process
- generating Sales Ledger reports for the Group Customers providing supporting Invoices & credit notes
- working with German speaking staff to help manage and oversee any other accounting tasks for the German subsidiary
- providing guidance and training to junior team members as required
- attending debt meetings with the Finance Director and the WML Director and Founder

Credit Controller UK, Ireland, Germany & Accounts Supervisor

Motability

* Managing and developing the purchase ledger team to ensure that all monthly accounting records and reports are produced to strict deadlines.
* Ensuring supplier invoices, expenses and journals are processed/paid within the agreed deadlines.
* Providing financial service to department managers and the finance team ensuring that all accounting data is accurate, complies with accounting policies and is produced to strict deadlines.
* Providing monthly audit files for each legal entity which demonstrate the application of internal financial controls.

Finance Team Leader / AP Manager

Maternity leave

Maternity Leave

Arrow Electronics

Duties and responsibilities: 
* Providing assistance to the team, suppliers, direct/indirect customers and higher management as and when required.
* Constant contact with suppliers and colleagues by telephone and email mainly in Germany, Italy, Netherlands and Sweden. 
* Dealing with difficult supplier requests concerning payment, such as late payment, missing invoices and incorrect payments. 
* Working within a multicultural team, fast paced environment with daily deadlines. 
* Managing and developing a team of 9 direct report employees. 
* Resolving invoice, payment, supplier and staff queries efficiently and in a timely manner. 
* Ensuring discount is never lost. 
* Registering invoices.
* Supplier statement reconciliations.

Accounts Payable Team Leader - EMEA

SR Technics Group

Financial Team - Main responsibilities: 
* Reviewing repair quotations and invoices of subcontracted and internal workshop components. 
* Working with the Engineering-, Quality-, Logistics - Departments, Contract and Vendor Management when required. 
* Sourcing the market for suitable, economical replacements of BER components. 
* Working with the RIO Team to optimise investment when reviewing BER units. 

Borrows and Exchanges Recovery Team:
Between the 06/07- 05/08 I worked as part of a team to improve operational performance and reduce daily spend on Borrows and Exchanges from $186,000 to $6000 in nine months. 
* Key performance indicator for this role: achieving over $150,000.00 in savings in only ten months. 
* Focused on high priority units and their quickest turnaround time. 
* Dealing with quarantines and nil stock. 
* Querying high cost repairs. 
* Sourcing the market, purchasing units.

Operational Purchasing Repair Services Assistant Officer

Translation and Interpretation agency Haufschild

Greek ↔German interpreter in Court Cases (part-time) 
* Interpreting Greek ↔German during court proceedings, serving the court and the public to which the court is a servant. 
* Facilitating communication within a fast paced multi-/bi-language environment. 
* Ability to grasp the meaning of concepts and terminology and to provide rapid, accurate and idiomatically correct interpretation services. 
* Aptitude for languages as well as a sound general knowledge. 
* Good memory and ability to appear in public.

Greek/German interpreter in court cases (part-time)

Key skills:
* Acute familiarisation and daily usage of a range of software including Oracle, Sage, SAP and Getpaid.
* Highly-defined analytical skills; and a clearly focused eye for detail. 
* Creativity in problem solving. 
* Ability to multi-task to work. 
* Keen sense of quality customer service. 
* Exceptional communication, planning and organisational skills. 
* Awareness of the principles and philosophies of Lean Six Sigma, and trained to Yellow Belt level.
* Competent and proficient in the use of most office-based Microsoft programs, with excellent Word and Excel skills. 

Further Qualifications & Skills:
• Mother tongue: Greek. 
• German, Spanish & English: fluently. 
• German sign language: basic knowledge. 
• Oracle, AS400, Sage, SAP, Getpaid, people-soft Lotus Notus, Sirious, iNet, Merlin. 
• Qualified Teacher Status (QTS) since Apr09 
• Qualified Member of the Institute of Linguists (MCIL) in German and Spanish since Dec06
• Windows, MS-Office, Internet Explorer, Netscape Navigator. 

Workshops/Seminars:
• GDPR Champion (Motability 2019)
• Management Training (Motability 2014)
• Managerial Essentials: overview of the various skills and qualities needed to be an effective Manager. (Arrow Electronics UK Ltd, 2011) 
• Intercultural Management: better understanding of the cultural challenges facing multicultural workplaces. (Arrow Electronics UK Ltd, 2011) 
• Lean Six Sigma (Yellow Belt): Awareness of the principles and philosophies of Lean Six Sigma. 
(SR Technics UK Ltd, 2009) 
• Seminar at the European Community in Strasbourg and Parliament meeting. (Feb96) 
• Organisation and participation in a seminar attended by members of the German Parliament and representative of the state Lower Saxony, entitled: “The European Community and European Parliament”. (Dec03) 

Other activities:
• Volunteer in the Olympic Games of 2004 in Athens & in the Town Hall of the City of Athens. Aug04 - Sep04 
• Elected referee and speaker for the foreign students at the University of Osnabrück in Germany. Apr03 - Mar04

taplio

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Efi Naskou (CMktr FCIM)

Despina Petri MA MCIL

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