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)

ZENUS BANK

As Head of Solutions at Zenus Bank, I am pivotal in transforming global banking through advanced technology. My leadership involves guiding a skilled team in crafting and implementing banking products that not only meet but exceed customer expectations. We focus on collaboration, leveraging diverse perspectives to develop solutions that enhance user experience, security, and accessibility.

We rigorously uphold security and compliance, ensuring that our innovations adhere to the highest standards. Our commitment to creativity and diversity drives significant industry advancements, positioning Zenus Bank as a leader in delivering exceptional banking services worldwide.

As a leader at Zenus I Pioneered AI-driven technology evaluation and prototyping, reducing the development cycle from 4 days to just a few hours, thereby accelerating time-to-market and enhancing team productivity.

Implemented AI-enhanced security optimizations, dramatically improving identification of critical areas for technological improvement and facilitating swift enhancements.

Spearheaded the adoption of Azure's event-driven architecture, improving our development and deployment efficiency, making our operations more agile and responsive to market needs.

Led the integration of GraphQL to revolutionize web API design within our projects, enabling precise data retrieval, enhancing app performance, and fostering independent and efficient front-end and back-end development.

Head of Solutions

S & D Group

As the Founder of a Real Estate and Vacation Rental Company, my journey has been driven by a deep passion for hospitality and creating unforgettable experiences for travelers in Puerto Rico.

Our mission is not just about providing accommodation; it's about crafting unforgettable memories that last a lifetime. If you share our vision for exceptional hospitality and transformative travel experiences, come join us on this exciting journey!

Founder and CEO

Syzygy Software Labs, LLC

As the current CEO of Syzygy Software Labs, I am responsible for overseeing all aspects of the company's operations, including strategic planning, business development, and team management.
In my role, I have worked hard to create a positive and collaborative company culture that prioritizes open communication, transparency, and inclusivity. I am committed to providing opportunities for growth and development for our team members, and I strive to create an environment that fosters creativity, innovation, and excellence.

One of my key accomplishments in this role has been the successful launch of several new software products, including one for which I created and wrote a patent. This has further solidified the company's intellectual property and enhanced our reputation as a thought leader in the industry.

Devised an AI solution that processes, organizes, and classifies extensive financial data from diverse sources into a comprehensible dashboard, using OpenAI and Azure technologies to facilitate advanced data analytics.

Led the integration of GraphQL to revolutionize web API design within our projects, enabling precise data retrieval, enhancing app performance, and fostering independent and efficient front-end and back-end development.

Developed  a cutting-edge AI solution for processing and analyzing PDF bank statements, resulting in a dynamic financial dashboard that categorizes expenses and improves financial visibility for bank customers.

Innovare Solutions LLC

As a Senior Technical Manager for Innovate Solutions, I was responsible for leading a team of developers in the development of a customer care solution for a global telecommunications provider. Throughout my tenure, I demonstrated a deep understanding of the customer's needs and worked collaboratively with the team to deliver a solution that met those needs.

My role involved overseeing all aspects of the development process, from planning and design to implementation and maintenance. I was responsible for ensuring that the team had the resources and support needed to deliver high-quality software products on time and within budget.

Senior Technical Manager

As a Development Manager at FIS, I played a critical role in managing software development projects from requirements gathering to implementation. Throughout my 14-year tenure, I delivered technical expertise for the design of new systems and drove the performance evaluation of a software development team.

One of my key accomplishments in this role was being charged with planning, defining, and prioritizing software releases for the bank's applications. This involved leading a group providing production systems support and problem resolution, directing a team of developers responsible for the organization's applications development and analysis function, and employing standards and policies to improve the department's overall quality.

Additionally, I oversaw the correct functioning of the bank's information systems, modernized the bank software system, and implemented the company's SOA initiative. This transformational initiative enabled the bank to integrate its core banking system with a wide range of supporting systems, such as online banking, mobile banking, payment systems, IVR systems, and customer care, resulting in improved operational efficiencies and enhanced customer experiences.

Overall, my experience as a Development Manager at FIS has equipped me with the skills and knowledge needed to successfully manage software development projects, drive team performance, and deliver technical expertise for the design of new systems. I am excited to leverage these skills and experiences to drive business success and achieve strategic objectives in future endeavors.

Development Manager

Claro Puerto Rico

As an Assistant Manager at Claro Puerto Rico, I played a key role in the development and integration of various supporting systems with the company's billing system. This involved working on projects that integrated payment kiosks, SMS alerts, SMS campaigns, credit verification, and customer care support systems. Through my efforts, we were able to create a seamless customer experience that allowed for more efficient and effective management of billing and customer support.

In addition to my work on system integration, I also served as a Planning Specialist, tasked with sourcing RFPs from vendors and analyzing solutions that best fit the company's requirements. My ability to effectively evaluate vendor proposals, and identify solutions that aligned with the company's strategic objectives, was instrumental in the selection and implementation of key systems and technologies that improved overall operational efficiencies.

Throughout my tenure at Claro Puerto Rico, I was able to successfully collaborate with cross-functional teams and stakeholders to ensure the successful implementation and integration of new systems. I demonstrated strong project management skills and was able to ensure timely and efficient delivery of solutions that met the needs of the organization.

Overall, my experience at Claro Puerto Rico has enabled me to develop a deep understanding of system integration and vendor management. I am confident in my ability to identify and execute innovative solutions that drive business success, and I look forward to leveraging these skills and experiences in future endeavors.

Assistant Manager, Planning specialist

Amdocs

In my role as an IT Manager at Amdocs, I was responsible for overseeing project management initiatives, resource allocation, budget management, strategic direction, and vision definition for the testing department. I also oversaw the implementation of best business practices in software testing approaches.

Throughout my tenure, I accomplished several key achievements that contributed to the success of the organization. For instance, I was tasked with planning, defining, and prioritizing software releases for the customer care and billing system. I also composed and managed all tasks associated with a software testing plan, which involved managing and estimating testing efforts for specific projects, including UNIX environment configuration, hardware, resource allocation, testing strategies, and personnel management.

Furthermore, I created applications written in Perl and shell scripts to monitor the availability of UNIX servers, which improved operational efficiency and reduced downtime. I also designed, wrote, and executed test cases for customer care systems and documented results, while supporting and participating in design and code review to verify testable requirements and software designs.

Utilizing various methodologies such as black box testing, system testing, documentation testing, regression testing, and business thread testing, I successfully ensured high-quality software releases that met customer needs.

Overall, my experience as an IT Manager at Amdocs has enabled me to develop expertise in project management, software testing, and resource allocation. I am excited to leverage these skills in future endeavors to drive business success and deliver value to customers.

IT Manager

As a QA Manager, I have successfully composed and managed all tasks associated with software testing plans. I possess extensive experience in managing and estimating testing efforts for specific projects, including UNIX environment configuration, hardware, resource allocation, testing strategies, and personnel management.

My ability to design and execute comprehensive testing plans has contributed significantly to the success of the organizations I have worked with. I have also led teams of talented professionals in developing and implementing testing methodologies that ensure the delivery of high-quality software products to customers.

In my role, I have worked closely with cross-functional teams, including developers, project managers, and business stakeholders, to ensure that testing efforts are aligned with project timelines and business objectives. I have also utilized a range of testing methodologies, including black box testing, system testing, documentation testing, regression testing, and business thread testing, to ensure that software releases meet customer needs and expectations.

Overall, my experience as a QA Manager has enabled me to develop expertise in managing and executing software testing plans, as well as in personnel management and resource allocation. I am excited to continue leveraging these skills to drive business success and deliver value to customers.

QA Manager

Amdocs ( Formerly ITDS)

Team Leader

Accomplished technology leader with over 20 years of experience in driving business innovation through advanced technology, including artificial intelligence (AI), machine learning, and cloud architectures. At Zenus Bank, I lead initiatives that harness AI to significantly improve technology evaluation, prototyping speeds, and decision-making processes, setting new standards in the banking industry.

I have a strong background in designing products with the user in mind, always considering what they need and how they interact with our technology. I believe in clear communication and leading teams in a way that encourages and drives them forward.

My approach includes a deep understanding of design systems and making sure they work well within our software development processes. I work closely with both Product Management and Engineering teams to ensure that we're all moving in the same direction.

When it comes to solving problems, I'm all about finding creative solutions that overcome complex challenges. I'm here to make a difference, pushing the boundaries of what's possible and lifting the standards of technology in business.

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Efi Naskou (CMktr FCIM)

Gabriel Duchateau

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