Fractional support
Draw on experienced marketing judgement without committing to a permanent hire. While I’m between full-time roles, I’m taking on a small number of advisory engagements.
Learn more →Marketing & Communications Leader | B2B Financial Services & Fintech
Andrew
Carrier
I turn complexity into commercial momentum.
For 25 years I've built brands, shaped reputations and driven revenue across payments, wealth management, capital markets, securities services and financial infrastructure, from global institutions to private equity-backed scale-ups. Along the way, I've:
- reorganised then led Swift's global marketing communications team,
- designed an award-winning client communications programme at Deutsche Bank,
- driven a tenfold increase in enterprise enquiries at digital assets specialist Quant,
- launched a private wealth management platform for ultra-high-net-worth clients,
- reset the go-to-market strategy for a private markets funds clearinghouse.
What distinguishes me is productive tension. I bring institutional rigour, at scale-up pace. I advise at executive committee level, and still build the programmes that deliver the numbers. I adopt new technology early, but use it with old-fashioned taste and judgement.
My strength is making complex propositions so clear and compelling that they drive action: marketing that's commercially accountable.
Institutional rigour at scale-up pace.
Looking for a senior marketing and communications leader?
I am pursuing my next senior marketing and communications leadership role. The title matters less to me than the brief: a financial services or fintech business that holds marketing to account for revenue and reputation. I'd welcome a conversation.
Problems I solve
Recognition
Building brands that cut through in crowded, regulated markets
Reputation
Turning technical experts into credible thought leaders who shape industry conversation
Revenue
Designing marketing programmes with measurable commercial outcomes, not vanity metrics
One of the sharpest communications and marketing leaders in the payments and fintech space.
Helena Forest
EVP · Mastercard
A seasoned marketing strategist with clear focus on business outcomes and a high degree of attention to quality execution.
Christoph Woermann
CMO · Deutsche Bank
Where I add the most value
I'm at my best in organisations where marketing is shifting from support function to commercial engine — whether that's an established financial institution undergoing transformation, a well-funded fintech scaling beyond product-market fit, or a PE-backed platform building its go-to-market infrastructure.
The common thread is complexity: regulated markets, sophisticated buyers, propositions that need translating.
Regulated markets, complex propositions, sophisticated buyers.
Career highlights
Part of Stakeholder Relations SLT of global financial messaging infrastructure.
- Managed global marcomms team promoting entire SWIFT product portfolio to 11,000+ financial institutions
- Developed value propositions, conducted market research and competitive analysis for new product launches
- Designed and executed the company's first social media programme
Leadership role managing EMEA operations for boutique financial services communications agency.
- Coached agency team on media strategy and client management for financial sector accounts
- Developed go-to-market strategy for PR analytics SaaS product targeting financial services buyers
- Strengthened expertise in crisis communications and financial media relations
Global marketing of the transaction bank's securities services business.
- Managed €1.5 million annual budget across digital, print and events
- Designed and executed a new 'digital first' content marketing strategy called Flow, which went on to win industry awards
- Led account-based marketing campaigns targeting 500+ corporates, asset managers, global custodians and other financial institutions with bespoke messaging, contributing to division's revenue growth during tenure
Creation of new brand and marketing function for privately-owned startup offering wealth management, trading and custody for UHNWs and institutional investors.
- Supported growth from startup to £15m revenue and £4bn AUM by establishing brand positioning, go-to-market strategy, and high-performance team (three direct reports) with monthly KPIs agreed with sales leadership
- Delivered 120+ qualified leads annually through integrated demand generation targeting HNW individuals and institutional investors
- Bolstered the firm's reputation with innovative content marketing and PR programme leading to half a dozen industry award wins and 100+ press clippings
End-to-end marketing transformation for enterprise blockchain scale-up targeting central and commercial banks.
- Drove a tenfold increase in enterprise enquiries (from two per month to 20) through strategic repositioning and a multimedia website that simplified a complex value proposition for C-suite decision makers
- Launched blockchain SaaS platform and drove licence sales from technical decision makers and developers using organic and paid digital campaigns
- Established Quant as thought leader in CBDCs, programmable payments and digital assets with executive content and 100+ media placements
Six-month mandate to reset the GTM strategy for a private equity funds clearing platform.
- Restructured marketing strategy, team structure, and martech stack
- Increased qualified pipeline from 4 to 20 leads per month through integrated content and email marketing automation (HubSpot)
- Grew website traffic from 1,000 to 3,500 monthly visitors with bespoke content marketing programme amplified on social media and SEO
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Foundation check
Score your marketing against the seven-lever InMarketing Framework in 15 minutes. Free, and built on 25 years of experience inside financial services and fintech.
Take the Foundation Check →Events & media
Find the conferences and trade media worth your time in B2B financial services and fintech. A maintained directory where every entry is sourced and dated.
Browse the directory →Curriculum vitae
Explore how I earned my marketing and communications expertise, from the back of J.P. Morgan’s back office to the forefront of finance, working with the Bank of England on the digital pound.
Download my CV →