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)

UK Group (Marketing & Commercial) Director 

Tesco

Company: 3rd largest retailer in the world, £65bn revenue, 12 countries, 320,000 employees
Mission: Lead UK Online operations teams to grow profitably the UK Online business
Tasks: Strategic review of UK Online business, processes and teams, to improve profitability of online as a channel within the Tesco Group, focusing especially on data, analytics and insight, digital marketing, content and online operations
Results:
•	Reviewed Online business performance, strategy and plans. Introduced new emphasis on acquisition and retention to improve profit margin
•	Shaped new Digital leadership team, recruited and appointed talent into senior roles for Data & Analytics, Content and Digital Marketing alongside existing Operations roles
•	Delivered Online Business daily, weekly and monthly dashboards, including all Online business KPIs, to provide visibility on performance and oversee a regular online trading process 
•	Worked closely to Dunnhumby and Central Marketing function to support Tesco developing as a data business, building the foundations of a retail media network using Clubcard data, to drive online advertising revenue from suppliers.

Online Director

Samsung Electronics

Company: Largest global consumer electronics company, 84 countries, 325,000 employees
Mission: Leadership of European Digital to build a premium brand, improve customer experience and increase market share, revenue and profit year on year
Tasks:
•	Oversaw Digital P&L across 34 European countries
•	Drove Digital transformation and go-to-market plans working with Telco, Retailers, PurePlayers and strategic partners (Google, Facebook, Amazon) as well as built AI/Machine Learning Centre of Excellence for Marketing
Results:
•	Tripled Digital channels revenue between 2016 and 2021 through team leadership, data/analytics, improved processes, major tech implementation as well through innovation (machine learning/AI pilots - propensity modelling -, basket abandonment, personalisation, media channel orchestration, automation, omnichannel) and launching new digital integrated B2C and B2B go-to-market campaigns (social, AR, gaming/music/video platforms, UX/content, CRM, SEO, PPC, affiliates, programmatic, rich media user reviews, influencers, student EPPs, comparison engines, messaging, etc.) to support product launches (Mobile, TV, Home)
•	Built DTC expertise in Europe
•	Developed and launched data strategy and one loyalty rewards platform (web/mobile web/mobile app/TV app) across Europe to increase retention, loyalty and sales
•	Implemented AI/machine learning innovation to grow sales (reduced promotion costs by -50% via intelligent automation; rolled-out machine learning creative optimisation increasing click-through-rates by +35%; built propensity modelling to best predict customers actions)
•	Led digital collaboration with key European e-Retailers (MSH, Dixons Carphone Warehouse), key Telcos (Vodafone, Orange), key Strategic Partners (Google/YouTube, Facebook/Instagram/WhatsApp, TikTok), key PurePlayers and set-up Amazon Centre of Excellence in Europe to improve online revenue and profit

European VP of Digital Sales & Marketing

Avis Budget Group EMEA

Doubled Group Digital revenue across EMEA over 4 years. 
Accountable for Research, Analytics and Insight, Customer Data, Products and Propositions, Brand Marketing (TV, Sponsorship, Press, Radio, Outdoor, Point of Sale, Direct Mail, Literature), Public Relations, Loyalty club and Digital (web/mobile web platforms, mobile apps, PPC, SEO, content, social media, affiliates, email/e-CRM, display advertising) for Avis and Budget brands for B2C, B2B - SME and corporates - and intermediaries across Europe, Middle East and Africa.

Director of Marketing EMEA (CMO)

EMEA digital sales, marketing and e-commerce strategic review; process improvement; agency rationalisation and roster management; annual budget/digital planning and forecast management; building capability (recruitment/coaching); driving acquisition, retention, loyalty, awareness and consideration; covering all B2C, SME, Corporates and Intermediary segments; digital brand management; delivering new web/mobile platforms - responsive design - and content management systems; launching new products and propositions to market; delivering online B2C and B2B campaigns (desktop/mobile search - PPC/SEO, digital customer PR, social media, content, email, affiliates, display advertising, mobile apps); overseeing EMEA social media crisis management and social media customer complaints processes; web analytics and reporting.

Director of Digital Sales & Marketing EMEA

Director of e-Commerce EMEA

Bupa

Head of Marketing & Digital Communications

Self-employed

(2009)
Interim Head of Marketing
BAA - Gatwick Airport

(2007-2009)
Interim Brand Consultant
AXA Insurance

(2006)
Interim Head of Propositions & Partnerships
e.ON UK

(2005 - 2006) 
Interim Group Marketing Director
City Inn Hotels

Director/Consultant

Lacoste

International Marketing Director

BT (and BT Mobile)

Direct Marketing Manager, Head of eCommerce, Head of Marketing

Reader's Digest

Campaign Controller

As the UK Group Director at Meta, I lead the strategic planning, execution, and optimization of digital, e-commerce, marketing, and sales initiatives across Facebook, Instagram, WhatsApp, Messenger, Threads, Quest, Workplace, and more. With over 25 years of experience in the digital industry, I have a proven track record of delivering results and value for global, EMEA, and UK markets, across B2C, B2B, and intermediaries segments.

My core competencies include marketing, digital transformation, re-platforming, automation, AI, machine learning, blockchain, product development, proposition development, brand management, corporate communications, marketing communications, media planning, and creative development. I am passionate about leveraging data, analytics, and technology to create innovative and customer-centric solutions that drive growth, engagement, and loyalty. I am also committed to fostering a diverse, inclusive, and collaborative culture that empowers my team and partners to excel and thrive.

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Efi Naskou (CMktr FCIM)

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