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)

Exinity

Spearheading the development and execution of group strategy, driving enterprise value and fostering sustainable growth across the organisation.

Chief Strategy Officer (CSO)

The Marketing Society

Being a member of The Marketing Society can offer valuable networking opportunities with industry peers, allowing professionals to expand their professional connections and build relationships within the marketing field.

Furthermore, The Marketing Society may provide access to exclusive resources, events, and educational opportunities that can enhance professional development and help individuals stay up-to-date with the latest trends and strategies in marketing.

By joining The Marketing Society, professionals may also have the chance to engage in thought leadership and knowledge-sharing within the marketing community, positioning themselves as experts in their field and potentially boosting their visibility and reputation.

Join Us >> https://www.marketingsociety.com/join

Member of the Marketing Society

NicholWoods

Providing project and interim Marketing and Digital services for PE, VC and fast growth enterprises. Available now.

Director

Zenus is the digital bank that allows people and businesses around the world to open a true (first party) U.S. bank account without the need to be a U.S registered business, citizen or resident. We offer Retail, Commercial and BaaS services.

Chief Commercial Officer (CCO)

Zellis

Interim Marketing Director/CMO leading the commercial marketing and brand development at Zellis.

Following Bain Capital’s acquisition of the UK & Ireland division of NGA Human Resources, I was hired by the CEO to work with the Exec to develop and launch the new company in under six months and build a new data driven, digital first Marketing department.

Processing the salaries of 1 in 6 employees, Zellis is the UK and Ireland's largest payroll and software provider

CMO (Interim) 

Samsung Electronics

Responsible for:
- Driving the user experience, technical and commercial improvement of Samsung.com (64 websites)
- Defining the B2B & B2C web & Ecommerce strategies for all product lines (Mobile, TV, Domestic Appliances, Wearables, IOT)
- Managing European web production capabilities (100 people, £11.8m)
- Advising HQ and European offices in digital best practices

Accountable for £233m in sales revenue & £16.5m budget

European Ecommerce & Digital Marketing Director

CMC Markets

Global Head of Digital Marketing for a FCA regulated Spread betting & CFD trading company (FTSE250, T/O £170m). Reporting to the CCO, responsible for defining and delivering the global digital strategy to reposition business for IPO. Led global digital marketing activity, introducing new strategy, processes, targets and reporting capability. Recruited and managed a new group digital department (14) and £15m budget.

CMC successfully listed on the FTSE 250 in Feb 2016.

Digital Marketing Strategy & Performance
- Led global online proposition and brand development activity to reposition the business as a ‘FinTech’ 
- Defined cross-channel digital marketing strategies
- Increased leads and accounts opened while reducing CPAs and increasing lifetime value
- Managed digital delivery of IPO; defining three year acquisition projections, delivering the retail share offer and new www.cmcmarkets.com/group site for investors
 - Restructured group wide SEO, PPC, display and affiliate activity. Resulting in significant SERP gains for SEO, CPA efficiencies for PPC and brand awareness for display
- Conducted global agency roster review, appointing several new creative, performance and technology providers
 
Marketing Transformation
 - Delivered in-house CMS, new mobile first global retail website (www.cmcmarkets.com) and Partners site (b2b)
 - Redefined financial accounting process for Marketing, introducing more efficient forecasting and budget management techniques 
 - Oversaw the upgrade of web analytics strategy and implementation, enabling enhanced MI, ROI and CPA reporting. 
- Introduced new agile team structures and processes for the efficient production of web assets and documentation for all team processes and projects

Global Head of Digital

Alpari

Global Head of Ecommerce and Client Operations (FCA regulated FX trading company, T/O £45m)
Reporting to the CEO, Led Digital and Account Opening operations (team of 35) with a £10m budget 
Alpari UK was a turn-around exercise, taking a business losing £XXm/yr to one making £1m/month.

Digital Marketing Strategy & Performance
- Scaled team from 4 to 35 taking all media and creative activity in house
- Reduced PPC CPAs by 83% (saving £1.5m annually), Increased search rank positions reducing media costs by £1.1m annually
- Drove global online expansion across EMEA and South America - doubling client engagement rates and increasing deposits by 30%.
- Implemented RFV client segmentation to drive insights and data-driven tactical campaigns
- Oversaw development of new client application processes, doubling the conversion rate & reducing average approval time from eight days to less than 24 hours
- Led RFP and implementation of new analytics, PPC, MI visualisation  & email service providers 
- Drove product development and launch of TraderConnect (a social trading site) and Binary Options trading platforms

Global Head of Ecommerce

Freelance

Provided strategic marketing services to start-up digital buinesses pre and post first round funding.

Marketing Consultant

Quidco

Hired by the management team that sold Friends Reunited to ITV for £120m. Accountable for establishing a marketing function and processes within the business, driving member acquisition, product holding and customer lifetime value.

Key achievements were delivering a £2m ATL campaign across TV, print, outdoor and radio on a revenue share contract with media vendors & launching the Quidco iPhone App into the AppStore Top 10.

Head of Marketing

An experienced digital CMO, I’ve built multiple marketing teams, led transformational change and driven accelerated growth in companies including Samsung, Barclays, CMC Markets, Quidco and Alpari. 

Most recently I've been assisting Bain Capital in the separation and launch of a new business, Zellis (The UK’s largest payroll provider). Here I was hired by the CEO to work with the Exec to launch the new company in under six months. Then build a new data driven, digital first Marketing department. 

Prior to this I oversaw digital operations across Europe for Samsung and led CMC Markets through a digital transformation in preparation for their successful IPO into the FTSE250.

A commercial and creative thinker I excel at identifying business opportunities, bringing teams and ideas together, forming effective strategies quickly and delivering in fast-paced, high-energy environments.

Available for fractional, interim and permanent opportunities.

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