15 fintech marketers based in Europe have been named among this year’s Top 30 Most Influential Fintech Marketers list, recognized for their contribution to the fintech sector’s success and for raising awareness of the critical role of marketing in the fintech space.
Produced each year by the Fintech Marketing Hub, a London-based global fintech marketing community, the Top 30 Most Influential Fintech Marketers list celebrates leaders who are helping shape the voice and direction of the industry through impactful marketing.
These marketing professionals were selected by a panel of experts based on the degree of their influence and achievements over the past year, including their total reach across different channels, engagement levels, insights relevance, community involvement, media appearance, and any notable achievements like brand campaigns, projects, awards.
The 2025 list reflects how fintech marketers have evolved beyond their traditional role as growth engines. Today’s marketing professionals are strategic partners, cultural influencers, and thought leaders, shaping environmental, social and governance (ESG) standards, mentoring future talent, and leading conversations across artificial intelligence (AI), diversity, equity and inclusion (DEI), and sustainability.
Today, we take a close look at the 15 fintech marketers based in Europe that made it into this year’s Top 30 Most Influential Fintech Marketers list, delving into their careers and notable accomplishments.
Alessandro Onano, Chief Marketing Officer (CMO), Moneyfarm
London, England, United Kingdom (UK)
Alessandro Onano is the CMO of Moneyfarm, based in London, England. Moneyfarm is an online investment advisor and one of the largest digital wealth management companies in Europe
With over 20 years of marketing experience, Onano has developed a deep expertise in brand development, content strategy, public relations (PR), and digital marketing. Throughout his career, he has focused on driving long-term growth by aligning marketing initiatives with overarching business goals and company vision.
Onano has played a key role in building strong brand identities and implementing customer relationship management (CRM) strategies, particularly for startups and companies in their growth phases. This has consistently led to higher customer retention, loyalty, and overall satisfaction.
Beyond his role at Moneyfarm, Onano is also active as an angel investor and advisor, supporting early-stage startups that aim to solve global problems or create new markets with a positive impact.
Bianca Bass, CMO, Privalgo
London, England, UK
Bianca Bass is the CMO of Privalgo, based in London, England. Privalgo is a foreign exchange (FX) and international payment company based in the UK.
Bass is a seasoned marketing leader and advisor, bringing extensive experience in brand building, commercial marketing, and developing high-performing teams. Her career spans prominent roles at major companies including TripAdvisor, John Lewis, and Selfridges, as well as leading marketing efforts that have helped early-stage startups scale successfully.
Bass has been recognized for her thought leadership and industry impact, with her work and insights featured in outlets such as Forbes, the Muse, Buzzfeed, and Channel 5 News. She has delivered marketing talks at leading institutions including Google, PwC, and London Business School, and was invited to 10 Downing Street to contribute to discussions on millennial careers. She continues to mentor international marketing professionals and advises companies on how to build compelling brands in competitive markets.
Blayne Pereira, Head of Marketing, Tribe
London, England, UK
Blayne Pereira is the head of marketing at Tribe, a business-to-business (B2B) payments fintech company based in London and Lithuania. At Tribe, Pereira leads marketing, focusing on partner marketing and offline experiences.
Prior to Tribe, Pereira led the social media team at Progressive Content. The unit won back-to-back awards at the International CMA Award for Best B2B Social Media for its work in spearheading the NatWest and RBS Group’s social media strategy, with Gold in 2019 and Silver in 2020.
Beyond his role as a marketer, Pereira is also a qualified multilingual journalist specialized in business, finance and sports content. He has a professional working proficiency in Spanish, and experience working for the United Nations (UN).
Brooke Day, Head of Brand and Communications, PensionBee
London, England, UK
Brooke Day is the head of brand and communications of PensionBee, a British online personal pension scheme provider. At PensionBee, Day leads the development of brand assets and communications strategies. She’s also responsible for managing customer communications across diverse audience segments, and oversees the company’s brand partnership efforts, identifying and collaborating with like-minded businesses to extend the company’s reach and amplify its impact.
Day has over a decade of experience in content marketing, brand strategy, and digital marketing, specializing in creating customer-led brand campaigns and data-driven content initiatives that drive performance and engagement.
Day’s career spans both client-side and agency environments, where she has worked with a wide range of business-to-consumer (B2B) and B2B brands across sectors including fintech, retail, property, e-commerce, luxury, fashion, automotive, and beauty. Her expertise lies in blending creativity with data to deliver impactful marketing strategies, particularly within the business finance and pensions space.
Charlie Gilbert, Vice President, Marketing Communications, Volt.io
London, England, UK
Charlie Gilbert is the vice president (VP) of marketing communications of Volt.io, a UK-based company building a real-time payment network. He is an accomplished brand, communications and content marketing leader who’s passionate about the power of disruptive tech in finance.
With almost two decades of experience, Gilbert has a proven track record of developing high-impact global brands from the ground up. His expertise spans brand strategy, copywriting, content design, PR, product marketing, campaign development, and social strategy, all underpinned by a commitment to meaningful and creative storytelling in fintech.
Helen Owen, VP of Marketing, BR-DGE
UK
Helen Owen is the VP of marketing of BR-DGE, a UK-based payments technology company.
Owen has a strong track record helping B2B startups and scale-ups develop their brand positioning, build their marketing performance, enter new markets and drive demand generation. She champions strong sales and marketing alignment practices, tightly targeted, integrated campaigns and high return on investment (ROI) activities such as account-based marketing.
Prior to BR-DGE, Owen held roles at Finiti Consulting, Myforte, Andaria, Tribe Payments, Expression Marketing, Marston Group, First Data Corporation, Wilson James Limited, Tuskerdirect, Design Point Associates, and Retail Marketing Services.
Owen is also an active member of the payments community, speaking at Amsterdam Fintech Week and Open Banking Expo in 2020 and Merchant Payments Ecosystem in 2022. She’s a Goodwill Ambassador for the European Women in Payments Network (EWPN) and advocate for the part our industry can play in improving financial inclusion and social justice.
Ower is also a chartered PR practitioner and a fellow of the Chartered Institute of Marketing.
James McCaffrey, Head of PR, TotallyMoney
UK
James McCaffrey is the head of PR of TotallyMoney, a UK-based credit reporting company. At TotallyMoney, McCaffrey is responsible for the company’s press and communications, and leads strategy, execution, and media engagement, covering everything from researching finance and tech topics to securing speaking opportunities and crafting impactful press releases.
Recognized for his results-driven approach, McCaffrey was shortlisted for PR Professional of the Year at the 2024 Headline Money Awards.
Katarina Nordin, SVP of Marketing and Revenue, Adyen
Stockholm, Sweden
Katarina Nordin is the senior vice president (SVP) of marketing and revenue at Adyen, a global fintech platform listed on Euronext. Based in Stockholm and reporting to the chief commercial officer, she leads both the marketing and revenue operations functions and is a member of Adyen’s global leadership team.
With a background that includes roles at Ogilvy and Raconteur, Nordin brings a strategic and performance-driven approach to marketing in the fintech space. Her work is focused on scaling global growth through integrated marketing and operational excellence.
Widely recognized for her leadership and impact, Nordin has been named one of the 30 Most Influential Fintech Marketers in both 2023 and 2025, a winner in the Commercial category at the 2025 WeQual Awards, and featured in the Top 50 Payments Influencers and Top 50 Marketing Executives lists in 2024. She was also named a Nova 111 talent in 2024, highlighting her as one of Sweden’s top young professionals.
Laura Watkins, Director of Media and Marketing, 11:FS
London, England, UK
Laura Watkins is the director of media and marketing at 11:FS, a fintech consultancy based in London. At 11:FS, Watkins leads content strategy, hosts the Fintech Insider podcast, and has produced over 1,000 content pieces. She’s known for data-led storytelling and brand authenticity.
Watkins has played a central role in building 11:FS’s media brand from the ground up, transforming it into a leading voice within the global fintech space. Her particular focus is making financial services accessible to all, breaking down taboos and barriers on the subject matter and giving coverage to diverse voices and geographies across the entire ecosystem to educate and inspire at all levels.
Lauren Berkemeyer, CMO, YuLife
UK
Lauren Berkemeyer is the CMO of YuLife, an innovative insurance and benefits provider from the UK.
Berkemeyer is a dynamic marketing leader with a proven track record across diverse industries. With over 20 years of experience in B2B and consumer marketing, she specializes in scaling brands, driving commercial impact, and leading high-performing teams.
Before YuLife, Berkemeyer led marketing for brands like the Wall Street Journal, Metro, Future Publishing, and LifeWorks, building campaigns that drove growth and reached millions. She has a background in storytelling, wellbeing, and scaling challenger brands, and is passionate about creating bold, human-first marketing that drives impact and inspires change.
Natalie Williams, Marketing Director EMEA, Airwallex
London, England, UK
Natalie Williams is the marketing director for Europe, the Middle East and Africa (EMEA) at Airwallex, an Australian fintech company offering a suite of business financial products.
Based in London, Williams is an experienced marketing, brand and growth leader with a proven track record of scaling startups across EMEA in tech, software-as-a-service (SaaS), e-commerce, fintech and luxury product businesses, focusing on growth, customers and communities.
She has proven success in developing marketing strategies for both B2B and B2C brands, as well as in leading high-performing teams of in-house talent, contractors, and agencies to deliver effective, commercially driven campaigns.
Williams’ experience spans across funnel marketing using a mix of channels to drive growth, from organic and paid media to brand, partnerships, community, and influencer marketing.
Nicole Heringer, VP Brand and Communications, Enfuce
Berlin, Germany
Nicole Heringer is the VP of brand and communications of Enfuce, a fintech company from Finland that offers SaaS solutions to incumbent banks, financial institutions, and other fintechs in the payment and consumer finance industry.
Based in Berlin, Germany, Heringer combines creativity and strategic insight for high-impact PR and communications. Her diverse skillset includes strategic direction, creative concept development, project management, international PR expertise, and end-to-end oversight of integrated campaigns.
A skilled collaborator, Heringer thrives in cross-functional environments, working across teams to deliver campaigns grounded in strategy and innovation.
Nikki Paul, Freelance Strategic Marketing Consultant
London, England, UK
Nikki Paul is a freelance strategic marketing consultant based in London, working with early-stage and scale-up tech businesses to align their marketing strategy to deliver business growth.
Paul works primarily in the fintech and wider tech sectors, devising and implementing creative marketing strategies that deliver exponential growth and leading market positioning. She works across all areas of marketing including brand, communications, content, customer acquisition, product and digital, building and mentoring teams as well as predicting and adapting to changing customer needs.
Paul currently leads global marketing at SteelEye and is part of Project Nemo’s founding team. SteelEye is a trade and communications surveillance solution, while Project Nemo is a pioneering disability inclusion initiative for the fintech sector. Paul has more than 12 years of experience in fintech.
Raquel Soares Ribeiro, Head of Marketing, Edenred Payment Solutions
London, England, UK
Raquel Soares Ribeiro is the head of marketing of Edenred Payment Solutions, a payment solutions provider from the UK. As a member of the executive leadership team, she reports directly to the the business unit’s managing director and leads a dedicated team of specialists across go-to-market strategy, branding, product marketing, PR, growth, events, and marketing operations.
With over a decade of experience in B2B tech marketing, Soares Ribeiro is passionate about tackling complex challenges, thriving in dynamic work environments, and promoting products that effectively address real issues within the financial sector. Skilled at identifying market gaps, she develops comprehensive strategies and execute tactics to drive growth, and pipeline development, while also fostering adoption and advocacy in the fintech and payments industry.
Besides her role at Edenred Payment Solutions, Soares Ribeiro also contributes time to guiding startups, assisting them in crafting effective marketing strategies, and mentors individuals, helping them achieve their aspirations both professionally and personally.
Rosie Guest, Chief Marketing and Communications Officer, Apex Group
London, England, UK
Rosie Guest is the chief marketing and communications officer of Apex Group, a financial solutions provider. Based in London, Guest leads a global team responsible for all internal and external marketing and communications for Apex Group and its subsidiaries.
With deep expertise in brand strategy, communications, and performance marketing, Guest is known for building marketing functions from the ground up and aligning strategic vision with measurable results. Her leadership blends creative storytelling with data-driven decision-making, supported by attribution modeling and marketing enablement frameworks.
Guest is a member of the Apex Group’s Executive Committee, and a founding member of its Sustainability Committee and Equity, Equality, Diversity and Inclusion Council. She’s a chartered marketer and member of the Forbes Communications Council, and has received numerous industry accolades, including being named Marketing Leader of the Year at the 2023 Investment Week Marketing and Innovation Awards, and Disruptor of the Year at the 2020 Women in Finance Awards. She was also recognized by Marketing Week as one of the 100 most effective marketers in both 2023 and 2024.
Featured image credit: edited from freepik
