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)

Mastercard

Managing Consultant - Advisors Business Development

Managing Consultant - Advisors Client Services

Associate Managing Consultant (Marketing Services)

Consultant (Marketing Services)

Ferryscanner

• Led rebranding and brand building implementation
• Developed and executed the CRM communications strategy
• Developed and executed the affiliates and partnerships strategy
• Led the research and selection of tools and software to drive teamwork and efficiencies

Marketing Manager

Wolt

• Led brand positioning creation, to fit the particularities of the local market, target audience and competition
• Developed and executed the launch strategy using a geo-targeted, multi-channel roll-out
• Led the lifecycle management strategy through small, medium and large campaigns in different channels, such as paid and owned media, corporate and influencer partnerships, and joint marketing with restaurants

Emirates Group

• Led regional marketing strategies across platforms and channels in annual and tactical plans aiming at customer acquisition and retention
• Liaised with agencies and regional teams to ensure all digital plans and activations drive the local strategy and e-commerce target, and are aligned with the central strategy
• Managed reports and budget, highlighting insights and identifying opportunities focusing on revenue improvements and cost savings
• Owned digital content primarily across website and email activity
• Analyzed sales performance to support distressed routes and segments
• Evaluated synergy potential and identified opportunities for cross-business collaborations that drove incremental growth

Digital Marketing Specialist - Cross Channel (Europe, Africa)

Domino's

• Coordinated marketing initiatives in SE Europe, to build our brands in key markets across the region ensuring consistency with positioning and brand visual identity in all brand campaigns and across all communication channels
• Organized market research, focus groups and digital schemes to collect consumer insights that fueled marketing strategy and campaigns
• Curated content strategy to connect with consumers in a meaningful way

Regional Marketing Consultant (SE Europe)

VALUECOM

• Planned and executed 360 communications campaigns
• Led media and influencers relations
• Planned and managed events
• Developed new business proposals
• Developed and executed content strategy (social media, website, public relations)
• Managed budgeting and invoicing for my client portfolio

𝐊𝐞𝐲 𝐜𝐥𝐢𝐞𝐧𝐭𝐬:
Nike, Pernod Ricard, Unilever, T.G.I. Friday's, Google, TOMS

Senior Account Manager (Digital & Social Media, Public Relations, Events)

Davlas & Partners

• Planned and executed 360 communications campaigns
• Managed media and influencers relations
• Led corporate rebranding and communications strategy
• Planned and managed events
• Developed new business proposals
• Developed and executed content strategy (social media, website, public relations)
• Managed budgeting and invoicing for my client portfolio

𝐊𝐞𝐲 𝐜𝐥𝐢𝐞𝐧𝐭𝐬:
Grecotel, Lamda Development, Euromedica, Prada, Sephora

Account Manager (Public Relations, Events, Media Buying)

The PR Team

• Managed media and influencers relations
• Contributed in event management
• Managed media monitoring and reporting 

𝐊𝐞𝐲 𝐜𝐥𝐢𝐞𝐧𝐭𝐬:
PPC Renewables, Mythos Brewery, MISKO-Barilla, Manpower, Campina

Account Coordinator (Public Relations, Events)

An agile international marketing and communications senior manager with sixteen years of experience and a track record of creating and driving marketing strategies that scale business in innovative ways. Highly analytical, have been building strong client relationships, while successfully working with internal cross-functional partners, and serving as a thought leader within the EEMEA and SEE regions. 

I have a proven track record of successful development and implementation of marketing strategy utilizing a variety of skills in B2C and B2B marketing:
• Marketing strategy
• Go-to-market strategy
• Media strategy
• Content strategy
• Customer Relationship Marketing (CRM)
• Public Relations
• Influencer Marketing
• Multi-channel Marketing
• Events Management
 
Key companies that added skills and learnings to my career path: 
• Mastercard (Technology company in the payments industry)
• Ferryscanner (Technology company in the ferry booking industry)
• Wolt (Technology company in the food delivery industry)
• Emirates (Airline industry)
• Nike (Apparel and Sports industry)
• Unilever (FMCG industry)
• Pernod Ricard (Wine and Spirits industry)
• Domino's Pizza (Restaurant and Food delivery industry)

Curiously wanderlust, a fashion aficionado and a sports fan on the side.

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Efi Naskou (CMktr FCIM)

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