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

Member Board Of Directors

Payment Industry Consultant

GM Sectec

Advisory Board Member

JC Payment Solutions

President and Founder

Visa

Lead the LAC Risk Services Management organization, responsible for the risk management strategy and execution.  Work closely with Regional management to support the business growth and work with Clients to improve fraud levels to preserve the integrity of the brand. 

Main responsibilities:
	Regional comprehensive fraud prevention strategy and country plans
	Regional risk initiatives and strategies that will support the business growth
	Assess key regional risks and help develop mitigating plans via Enterprise Risk Management framework
	Lead the Regional Risk Committee
	Team is Responsible for the sales and support of the risk solutions tools such as VAA, VRM, VSM, etc.
	Team is responsible for Consulting/Audit engagements, relying on both internal and external resources
	Regional Risk Summits in Brazil, Mexico and GLAC
	Regional Risk Executive Council (Advisors)
	Partner with Government Relations in Legislation efforts/lobbying with regulatory entities
	Partner with Products on initiatives such as products assessments, projects such as Zero Liability, e-commerce growth, etc.

Head of Risk Services for LAC

Responsible for the Regional chip migration strategy
Team was responsible to certify regional smart card vendors 
Closely worked with the Brazilian clients to launch the first Regional EMV card

Head of Chip Technologies

Responsible to test and implement new technologies in the markets, such as Visa Cash (first Smart Card solution implemented by a brand in the Region).  Visa Cash was a reloadable electronic purse, implemented in Brazil, Mexico, Argentina and Colombia
Responsible for the Y2K Visa LAC project.  Over 200 Visa staff, from different areas were part of the Emergency Center created to support the Y2K migration
Also had the technical responsibility and support for ATMs in the Region

Vice President of Special Projects (Emerging Techologies)

Responsible for the implementation and support of Client facing systems, such as the VAP (Visa Access Point), and the MDC (Member Data Capture), VTS (Visa Test Systems), among others.
Led a team that moved the Region from a handful of Countries connected to the network
Led and installed VAPs (Visanet Access Points) throughout the LAC Region, starting from zero
Managed Engineers based in Miami, Brazil, Mexico, Argentina, and Venezuela
Responsible for Client certifications, to assure they could join Visa, assuring they met Visa’s Authorization and Settlement requirements
Responsible to drive all Clients to migrate from fixed authorization messages to ISO 8583 messages, this is the current standard. 
Responsible for implementing several global pilots such as:
- Implemented the first VAP that drove POS terminals for a Bank (this was done in Venezuela).  Back during those years Banks didn’t have a solution to drive POS terminals, and Visa would do it for them.

System Manager

Responsible for implementing Client facing systems, such as the VAP (Visa Access Point), and the MDC (Member Data Capture), VTS (Visa Test Systems), among others, for specific markets
Responsible for client certifications for specific markets
Successfully Implemented a domestic switch called Kachina (developed by Anasazi – former Visa subsidiary) in the Dominican Republic and Panama.  This switch implementation was a global pilot; the technology was never used before, allowing to connect 5 Clients to the Visa Network in the Dominican Republic

Systems Engineer

Responsible to manage network failures
Responsible for settlement deliveries

Network Technician

Experienced President with a demonstrated history of working in the financial services industry. Strong Risk Management professional skilled in the Payment Industry, Banking, Credit Cards, Management, Consulting and Business Intelligence.

taplio

The Battle

Efi Naskou (CMktr FCIM)

Jacinto Cofino

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