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)

Head of Technology Risk & Control - Zing by HSBC

Global Head for Resilience Risk in Cloud, DevSecOps and Emerging Technology Risk.

Global Head of Cloud, DevSecOps and Emerging Technologies Risk

Chief Control Officer for Europe responsible for non-financial risk (NFR) oversight and programme delivery across 21 markets in Europe.

Chief Control Officer, Europe

Chief Control Technology Officer and Head of IT Regulatory Management for all regions (Asia, Canada, Europe, Middle East, US and UK).

Chief Control Officer, Technology - Regions and IT Regulatory Advisory

Chief Control Officer for Technology in Europe

Chief Control Officer Technology - Europe

State Street

Head of  IT Regulatory and Risk Management in EMEA.

Head IT Risk and Compliance Advisory - Europe Middle East and Africa (EMEA)

Deloitte Middle East

Partner for Saudi Arabia and Bahrain covering all Technology Risk services including Cyber. Regional SME for IT Governance and PKI. Privacy Officer for Deloitte Middle East.

Partner, Enterprise Risk Services

JPMorgan Chase & Co.

Global Technology Control Officer for IT Infrastructure, Global CISO (interim) and Identity Access Management lead for Europe in investment banking.

MD, Global Technology

BNY Mellon

Head of IT Audit for International (Asia, Europe and Latin America) responsible for leading Technology Audits in asset management, custody and investment administration. Head of Business Audit for Pershing UK.

Managing Director, Internal Audit

SANS Institute

Training facilitator for Cyber (GSEC and GSNA)

SANS Mentor

Global Head of IT Audit (Barclays Global Investors) responsible for leading Technology Infrastructure and Application Audits in asset management.

Director, Internal Audit (Technology)

Deloitte

Manager in Deloitte ERS responsible Cyber, IT Audits, Privacy and PKI.

Manager - Enterprise Risk Services

A Technology leader with a strong achievement record in Risk, Cyber, DevOps, Programme Management and Cloud. Passionate about transforming and growing teams. Thought leader in industry forums and consultations for emerging technology risk (e.g. Cryptocurrencies, NFT, Metaverse), Cloud and Cyber. 

- Led senior positions in Cyber, IT Regulatory Management, Cloud Risk and Controls.
- Led transformation programmes in Cyber, Operational Resilience and Access Management
- Passionate about growing teams and nourishing talent by providing growth opportunities, challenges and empowerment. 
- Strong understanding of financial products and processes in asset management and investment banking.
- In depth knowledge of global regulatory themes and regulatory requirements (e.g. HKMA, MAS, JFSA, PRA, BaFin, CSSF, OCC etc.) 
- Expertise in risk assessment methodologies, control frameworks and project management frameworks such as COSO, COBIT, ITIL, ISO 27001, Prince 2 and BS 25999.

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Efi Naskou (CMktr FCIM)

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