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)

Overdrive Digital Ltd

Head of Paid Media (Maternity Cover)

Head Of Client Services

In my role as Senior Account Manager I oversee both Paid Social and PPC teams, with a focus on client retention and account expansions.


- Managing highly effective, industry leading paid social and PPC strategies

- Management and training of Paid Social and PPC Account Managers

- Mentoring and training new staff members

- Onboarding new clients

- Client retention and account expansion strategies

- Maintaining excellent relationships with our clients

-  Day to day management and quality control of accounts

Senior Paid Media Account Manager

At Overdrive Digital, my role focuses on Paid Social and includes:

- Crafting and implementing highly effective paid social and PPC campaign strategies

- Improving and managing internal workflows and processes

- Managing the paid social team

- Mentoring and training new staff members

- Analysing performance and identifying opportunities for account growth

- Maintaining our excellent relationships with existing accounts

- Producing client reporting & improving reporting processes

- Project managing day to day management and quality control of my accounts

Paid Social Media Account Manager

SDL plc

We sell translation software that is trusted by over 250,000 translators. We are the creators of the industry-renowned computer-assisted translation (CAT) tool SDL Trados Studio.

My role included:

- Managing the organic and paid social media strategy for SDL Trados (Translation Productivity)
- In charge of creating a weekly social media editorial and content calendar
- Paid Social Media Advertising  - Facebook, LinkedIn and Twitter
- Google AdWords (PPC) - Search and display campaigns
- Marketo - Track leads from social and paid search and social
- Manage the SDL Trados blog including co-ordinating a monthly blogging calendar
- Leading blog redesign project for SDL Trados
- Content creation/social media assets
- Assist marketing teams and their campaigns with social media support 
- Social media event support
- Social media reporting
- Build relationships on social media within the language and translation communities
- Monitor social media conversation to triage information to the relevant stakeholder
- Social media training for team members including sales and marketing
- Work with the corporate marketing team on cross-promotion of content.

Social Media Marketing Executive

SGR (St George's Recruitment)

Hired on a 6 month contract to refresh and manage Sporting Appointments, Betting Appointments and Pzazz Retail's social media presence. I was tasked with growing the companies followers on Twitter as well as LinkedIn group members. I was also tasked with managing and updating the company website, which included incorporating any planned changes to make the website easier for applicants. For example, I installed an "Apply With LinkedIn" plugin as the majority of candidates used their LinkedIn profiles. I also consulted members of the team on how to utilise their LinkedIn profile as a recruiter. 

In order to improve the Pzazz Retail LinkedIn group, I discussed with the sales manager about how to move the group forward. We decided to target senior/middle management that would be interested in joining a retail community. I performed extensive market research to find employees. I compiled this data into an excel spreadsheet that included over 250 companies and 1200 employees.

During my 6 months, I consulted team members how to effectively use social media channels so that once my contract was up, they would be able to continue the plans that I had put in place. 


Duties Include:

Social Media Management of Sporting Appointments, Betting Appointments and Pzazz Retail. 
Community Management 
Content Creation
Website Admin Duties 
Marketing and PR

Social Media Executive/Consultant (6 month contract)

Custard Communications

After my internship I was kept on in a paid capacity as a PR and Marketing Assistant. Clients I worked with included Alton Towers Resort, One Wimpole Street, 76 Portland Place and The Deck at The National Theatre. Some of my duties included:

- Writing press releases
- Planned and contributed to the writing of a Custard Communications social media guide
- Writing draft campaign plans for clients 
- In charge of the Technology Masterclass event planning - contacting speakers etc
- Creating event schedules
- Press cuttings
- General admin roles
- Contacting publications for features
- Media liason 
- Research

PR and Marketing Assistant

Two week work placement with duties that included:

- Writing press releases
- Competitor analysis
- Competitor social media audit
- A blog for the company newsletter/website
- General admin duties
- Press cuttings
- Research for various clients

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Efi Naskou (CMktr FCIM)

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