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)

CIM | The Chartered Institute of Marketing

This is a voluntary role where responsibilities include managing a steering committee, representing the views of financial services marketers, and planning different marketing campaigns for the CIM, including an award-winning Summits for financial services marketing leaders.

Achievements Include:
•	Conceived, launched and managed a series of annual ‘FS Marketing Leaders’ Summits’ in 2019 with 80+ senior marketers from financial services attending each year. Organised corporate sponsorships for this new Summit, supported by CIM, EI Advisory, Adobe and the World Media Group (FT, Reuters, WSJ, etc.).

Chair - Financial Services Group

Financial Marketing Insights

Financial Marketing Insights, part of InMarketingMedia Ltd, is dedicated to connecting the financial services marketing community, through a regular podcast that interviews Financial Services Marketers and a global series of award-winning Financial Services Marketing Leaders' Summmits, supported by the Chartered Institute of Marketing (CIM), the World Media Group (WMG) and EI Advisory.

Find out more at https://www.financialmarketinginsights.com

MD and Founder

Deutsche Bank

Responsibilities include liaising with the Retail/Private Bank division in Germany, Wealth Management division, Corporate Bank and Investment Bank to assess their needs and marketing technology requirements, then help plan a strategic roadmap for the future of Marketing, on behalf of the newly appointed CMO’s Global Branding and Marketing team.

Achievements Include:
•	Completed audit of all marketing technologies in place across the 90,000 employee bank, to assess synergies and identify best practices ahead of the Marketing RFP and procurement process for the selected shortlist of suppliers.
•	Supporting ongoing requests from the different Marketing teams globally for vendor assessment and advice on marketing best practice.

Director - Marketing, Global Brand & Marketing

Responsibilities included overseeing all aspects of marketing and branding strategies for the Investment Bank, and managing marketing campaigns and events. Required to collaborate with teams and clients, ensuring the successful execution of all marketing initiatives across the IB, including in FX, Fixed Income, Origin and Advisory.

Achievements Include:
•	Refreshed all the messaging for the Investment Bank, including embedding best practices for marketing and comms and re-launching the website and social media channels, with the new LinkedIn channel growing to over 15k followers a year after launch.
•	Managing the marketing budget and all industry conferences for the Investment Bank, e.g. TradeTech FX.

Director - Marketing, Investment Bank

Responsibilities included overseeing all aspects of marketing and branding strategies for the Corporate Bank’s corporate cash management business. After growing remit to include both include both FX and Institutional Cash Management, was promoted from VP to Director level. 

Achievements Include:  
•	Spearheaded digital, social and campaign marketing and comms initiatives across the globally distributed marketing team, piloting programmatic and geo-targeted advertising techniques in line with GDPR.
•	Launched Corporate Bank LinkedIn channel in March 2020 and grew to 40k+ followers, based on strong content and editorial planning.
•	Managed multiple global events for Deutsche Bank, including its presence at Sibos, the world’s largest FS conference. Effectively managed integrated marketing and comms campaigns including delivery of an Economist Global Treasury Leaders' Programme which won a prestigious World Media Group Award (in the Financial Services category). Campaign elements included:
o	Delivering three regional annual Global Treasury Leaders Summits for up to 80 Group Treasurers (NY/London/HK).
o	Annual treasury research survey and reports with the EIU – launched with a report, client videos and PR campaign. Typically launched with a dedicated client panel at the EuroFinance International treasury conference.
o	A gated online treasury community portal for 600+ group treasurers and advertising through the Economist Group channels (print magazine, app, etc).

Vice President - Marketing, Corporate Bank

Liquidnet

Responsibilities included developing and implementing marketing and communication strategies across the region. Required to manage PR strategy, marketing partners, and events. Reported directly into the EMEA CEO.

Achievements Included:
•	Successfully developed a revitalised brand campaign and sales materials for Liquidnet EMEA, launched at the largest event for the region (TradeTech Europe).
•	Integrated new acquisition brand (AI analytics company) into the overall product portfolio.

Head of Marketing and Communications, EMEA

SWIFT

As a banking industry co-operative, SWIFT lives and breathes payments and securities, and listens and responds to the evolving needs of its Community. 

As a senior member of the global Marketing Communications team supporting the Head of Marketing Comms, I headed up both the Securities and Banking market segments. (I also worked on the SWIFT Institute academic research programme, the Innotribe fintech innovation programme, and the annual Sibos networking conference - the largest financial services event in the world, with over 7000+ attendees each year). 
 
I was particularly proud to be asked to curate the Culture Stream of Sibos Geneva, where I crafted a programme covering diversity, financial inclusion, culture and mobile banking.

Senior Marketing Communications Advisor

NYSE

As Senior Marketing Manager for NYSE Technologies, the innovative commercial technology business of NYSE Euronext Group, my duties included:
- Strategic team lead for a globally distributed marketing team
- Managing all the product marketing for the global technology group, including managing the website and writing articles and product factsheets.
- Internal communications, production of reports and brochures, websites, copywriting, management of brand, external communications, PR, advertising, marketing, market research and events.

Senior Marketing Manager

Atos Euronext Market Solutions

Atos Euronext Market Solutions (AEMS) was a joint venture between Atos Origin and NYSE Euronext providing complete stock exchange technology solutions from consulting and design through to clearing and settlement. 
Duties included:
Internal communications, sales support, writing and production of reports and brochures, change management, management of brand, external communications, PR, advertising, and market research.

Marketing and Communications Manager

AMEC

AMEC plc (now called Wood) was an international project management and services company. As Marketing and Communications Manager of AMEC’s global energy division, my duties included: 
- Project managing international oil and gas exhibitions, e.g. OTC in Houston and KIOGE in Kazakhstan.
- Auditing, building and relaunching intranet and websites as user-friendly, innovative CM-driven applications.
- Writing and managing the production of Executive Summaries for tenders for large clients such as the Olympics Development Agency, MoD and Shell.
- Developing, writing and managing the creation of adverts and articles for online, print, and a radio/TV advertising campaign.

Confederation of British Industry

Working for ‘Fit for the Future’, the national business best practice campaign funded by the Department of Trade and Industry and the CBI (Confederation of British Industry). The campaign ended in March 2004. My duties included: 
- Auditing the Campaign’s website, and redeveloping it to create an innovative CM-driven website.
- Interviewing and selecting web suppliers based on Invitation to Tender proposal.
- Creating a database to manage the impact of the campaign and allow participants to exchange ideas
- Starting an e-newsletter service and growing the email subscriber base.

Web and Communications Campaign Coordinator

Key Note Ltd

Key Note is a publisher of books and research reports on global markets. I started as an Editor, and quickly grew my role into marketing Key Note’s services, and relaunching the website as an e-commerce-driven online publishing company. My duties included: 
- Project management and creation of innovative new websites and portals for partner and client organisations. 
- Liaising with outside IT suppliers and visiting clients across the UK for training, product presentations and to exchange customer feedback to improve our services
- Specialist editor in New Media, Telecommunications, and Computing market sectors.

Editor and Online Publishing Manager

An accomplished and innovative Head of Marketing with a strong background in financial services and global marketing. Expertise extends to managing and facilitating global teams, agencies and events, and collaborating with senior management, teams and clients to achieve business objectives. Proven track record in leading multi-million budget financial services campaigns, with a unique insight and skillset developed from working in both Banking & Capital Markets and Energy sectors. Demonstrates strategic thinking and problem-solving abilities, leading global marketing and communications projects across matrix organisations and regions. Holds sector leadership as Fellow and Chair of the Chartered Institute of Marketing’s (CIM) Financial Services sector interest group for over 5 years. Proficient in planning the full spectrum of integrated marketing activities including digital and social media marketing strategies with clear marketing analytics that drive business performance. Worked across financial services for renowned brands such as NYSE, SWIFT and Deutsche Bank. 

Most recently launched Financial Marketing Insights - dedicated to connecting the financial services marketing community through a regular podcast and a series of global Financial Services Marketing Leaders' Summits.

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Efi Naskou (CMktr FCIM)

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