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)

ZENUS BANK

Zenus is a digital bank that welcomes people and businesses worldwide to open a true (first-party) U.S. bank account without needing to be a U.S.-registered business, citizen, or resident. We offer Consumer, Commercial, and BaaS services.

Chief Compliance Officer

 International Bank

As Chief Compliance Officer, a comprehensive compliance risk management framework was implemented, and the Bank Secrecy Act (BSA) Program was restructured. Examinations by the Office of the Commissioner of Financial Institutions (OCIF) and BSA compliance reviews by the Federal Reserve Bank of New York were successfully managed. With a deep understanding of the US PATRIOT Act and OFAC regulations, risks were effectively mitigated, leading to no OFAC actions. Initiatives were also led to expand correspondent banking services in LATAM and the Caribbean. Guidance was provided to the Board on regulatory changes, and local and international teams were supported in their professional development.

Popular Community Bank

At Popular, responsibilities included monitoring global customers for enhanced due diligence (EDD) and conducting customer due diligence (CDD) checks. Measures were implemented to ensure compliance with regulatory requirements such as AML/CFT regulations and sanctions. Additionally, oversight of international wire transfers to high-risk jurisdictions and analysis of transactions related to global customers helped mitigate the risk of money laundering.

BSA/AML Compliance Analyst

QIPRO

During this tenure, the team was responsible for designing and implementing risk assessment and control measures for adverse drug events, hospital readmissions, and heart disease. Following guidance from the National Institute of Health (NIH) and the Centers for Disease Control and Prevention (CDC), a risk assessment was developed to support effective discharge planning. Hospitals and providers were monitored to ensure compliance with the Centers for Medicare and Medicaid Services (CMS) improvement plan, and policies were reviewed to incorporate CMS and CDC best practices. Additionally, training was conducted for hospital personnel, providers, and patients as part of CMS quality improvement initiatives. The team executed both quantitative and qualitative analyses, resulting in a comprehensive report demonstrating these initiatives' impact. The outcome was a significant reduction in mortality and readmission rates for the Medicare and Medicaid patient population in Puerto Rico.

Communication & Compliance Specialist

Berlitz Corporation

As a language instructor, I provided comprehensive language guidance to students from diverse educational and professional backgrounds. By assessing individual proficiency levels, I tailored the curriculum to enhance grammar, vocabulary, and conversational English skills. The position required strong communication, training, and storytelling skills, especially when delivering personalized English instructional courses that emphasized interpersonal and customer care.

Language Instructor

Puerto Rico Tourism Company

Offered ushering services to tourists located in the Old San Juan urban area focusing on cultural, historical, and political events, sites, and symposiums.

 Developed interpersonal and communication skills through interaction and presentations to tourists.

Usher, Internship

My goal is to promote financial inclusion and literacy by providing secure, compliant access to USD accounts for payments and commerce. I’ve driven innovation by streamlining onboarding processes, implementing real-time risk management, and developing robust policies. I am also committed to sharing insights on governance, compliance, and financial innovation at industry events, while continuously enhancing my knowledge through programs like Stanford LEAD.

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Efi Naskou (CMktr FCIM)

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