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)

Hampshire Trust Bank

Leading the savings business (retail, SME, corporate and third party aggregator cash managers), customer experience and marketing for the bank.

Deputy Managing Director, Savings & Marketing

Layer

Building the most open banking platform on Earth™. 

We're exploding the lid off banking platforms but opening banking up for everyone - banks, fintechs and global brands, Layer’s mission is to disrupt the BaaS banking platform market.

Leading a small team of product managers, writers and UI/UX designers, we're building the world's most open cloud banking platform, including no-code customisable banking super-apps for your customers and staff and making it available to everyone via a managed SaaS platform. 

We've also built an amazing developer portal with a sandbox playground, APIs and docs, self-service go live and an integrated marketplace - all available through a simple PAYG monthly bill.

Overseeing the whole banking platform stack, including a re-architecture for easy self-service consumption.

Director of Product Management

StreamBank

Leading all things retail for the UK’s latest challenger bank. Building out brand, customer experience, journeys, marketing, savings and products strategies, infrastructure, integrations and operations during its regulatory business planning and build-out phases ahead of its launch.

Head of Propositions

Redwood Bank (Limited)

Ownership of products (savings and lending), marketing, customer experience and conduct risk functions as part of the fastest ‘licence to launch’ challenger bank in UK history. Responsibility for new brand launch, all marketing channels, acquisition and customer experience.

Director of Marketing, Products & CX

RCI Bank

General management of RCI Bank’s customer base and P&L for the UK deposits business of Renault's global banking group. Building and leading customer-centric management team, acquisition and brand strategy, performance, governance and controls.  

A generalist role, responsibilities include control of customer experience and service centre, front and back office operations, customer propositions, internal and external risks and processes, regulatory reporting and digital marketing, PR and content strategies. Certified role with UK board level reporting.

 > Record-breaking rate strategy
 > Over 60,000 customers and £2.1bn deposits at end 2016
 > Highly commended: Online Savings Bank of the Year 2017 (Moneyfacts)
 > Savings Bank of the Year 2017 (Savings Champion).

Head of Marketing & Savings Proposition

RCI Bank and Services

Leading project programme and entrepreneurial team to create, develop and launch a new online savings bank for the UK, RCI Bank, on time and on budget. 

> UK's first bank launch by a car brand, Renault
> Highly commended as 'Launch of the Year' by Precision Marketing.

Retail Banking/Savings Programme Lead

Metro Bank (UK)

Creating and managing the customer communications operations team, owning major supplier relationships, and delivering customer and product relationship activity for retail and direct channels.

Propositions Manager

Senior Manager, Integrated Comms

Senior Marketing Communications Manager

Retail Marketing Manager

Bravia Associates

Self-employed business consultant specialising in supporting the growth of new and growing businesses.

Consultant

Benfield ATT Group

Award-winning group of B2B and B2C brands in Wales, producing and supplying sustainable products and services to various sectors. Responsible for the creation and development of portfolio and campaigns to meet ambitious growth targets.

Group Marketing Manager

Challenging and varied marketing practitioner role to develop and launch a new business and brand.

Marketing Manager

With over ten years of experience within fintech and challenger banking, I am a seasoned product and marketing leader with a passion for disrupting banking by empowering banks, brands and their customers. I am currently the Director of Product Management at Layer, the most open banking platform on Earth.

In building, launching, marketing and managing financial products and functions for start-up and high-growth finance businesses, I have a proven track record of delivering innovative and outcome-centric experiences to customers and staff that drive growth, retention and satisfaction.

As a Chartered Marketer and a leader of a small and agile team of product managers, writers and designers, I oversee the development and execution of the product vision, strategy, and roadmap for Layer's cloud banking SaaS platform, enabling banks, fintechs and global brands to create and launch customisable banking super-apps and access a rich ecosystem of APIs, docs, and marketplace services.

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Efi Naskou (CMktr FCIM)

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