About the Role
We are seeking an ambitious and commercially minded Marketing Lead to build and scale the company's marketing function within a fast-growing institutional financial services business. This is a hands-on B2B marketing leadership role with a strong emphasis on institutional clients, demand generation, market positioning, and revenue growth. The successful candidate will collaborate closely with Business Development, Product, Trading, and senior leadership to strengthen the company's market position, identify priority customer segments, and establish a measurable marketing engine that supports enterprise growth.
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Key Responsibilities
Brand Positioning & Communications
- Own and develop the company's positioning, messaging, and brand identity.
- Build strong market recognition among institutional financial services clients.
- Lead PR, corporate communications, and thought leadership.
- Manage the company website and external PR partners.
- Support SEO and broader digital visibility.
Demand Generation & Revenue Growth
- Build a B2B enterprise marketing strategy from the ground up.
- Develop measurable demand generation and lead nurturing programmes.
- Create multi-channel campaigns across content, email, paid media, social, events, and ABM.
- Work closely with Business Development to generate qualified opportunities and support pipeline growth.
- Plan and execute industry events and other client-facing initiatives.
Customer & Market Intelligence
- Identify priority customer segments and new market opportunities.
- Conduct competitor and market analysis to support the wider go-to-market (GTM) strategy.
- Use client insights and data to improve customer segmentation and targeting.
- Work closely with Sales, Product, Data, and Trading teams.
Performance & Analytics
- Establish clear marketing KPIs and performance reporting.
- Measure campaign effectiveness and commercial impact.
- Use data and analytics to support investment and resource allocation decisions.
Leadership
- Build and scale the marketing function.
- Establish processes, KPIs, and accountability.
- Work cross-functionally across Business Development, Product, Trading, and senior leadership.
- Remain hands-on with execution while taking ownership of the overall marketing strategy.
Requirements
- 5–12 years of experience across marketing, growth, business development, or go-to-market roles.
- At least 5 years' experience within financial services, fintech, payments, digital assets/crypto, or a related sector.
- Strong experience marketing to B2B and institutional audiences.
- Experience targeting treasury, payments, or FX audiences would be highly advantageous.
- Proven ability to build marketing or growth capabilities from the ground up.
- Strong understanding of how institutional financial services clients evaluate and purchase products.
- Experience generating measurable pipeline and commercial growth through marketing.
- Strong analytical skills and experience using marketing, data, AI, and orchestration tools.
- Excellent written and verbal communication skills.
- Comfortable operating in both startup-style and structured corporate environments.
- Knowledge of crypto, stablecoins, and cross-border payments is preferred.
- Highly proactive, independent, and comfortable being both a strategic leader and hands-on executor.
