Open banking proposition development and rebrand
Georgina Willison
As a fractional CMO for a B2B open banking client, I was brought in to revamp their proposition and brand and put a plan together to increase their online presence.
I began with interviewing several existing customers to really understand what sets the company apart from others. This really helped when putting together the proposition and a bank of content referring to how the company talks about itself.
Once we were happy with the offer and language, the brand underwent a glow-up in the form of a new logo, branding elements and colour-palette.
After that, I devised ABM campaigns targeted to particular ICPs with content that would resonate. Activities with the sales team were coordinated so that we could reach the right prospects with timely content.
Results
Increased revenue by 150% in 1 year
Increased inbound leads by 200% in 1 year
Improved website visits and bounce rate for Payments division
Client testimonial
"It was a pleasure working with Georgina (Georgi), who managed our marketing team with true professionalism and expertise. Georgina brought a calm ease to the role, ensuring that all marketing efforts were aligned with complex business objectives. Her attention to detail and deep knowledge of account-based marketing (ABM) played a crucial role in driving successful campaigns and achieving our targets.
Georgina demonstrated strong prioritisation skills, always knowing which tasks and initiatives required the most focus and impact. Her ability to balance competing priorities, manage deadlines, and maintain high standards was impressive. Under her leadership, our small, but perfectly formed, marketing team consistently delivered results that contributed to the success of the team, culminating in the award of the Best Innovation in Open Banking at the 2025 Card & Payment awards.
One of Georgina’s greatest strengths is her communication skills. Whether engaging with agencies, or engaging with the wider team, she conveyed ideas clearly, effectively, and with confidence. She built strong relationships across the business and established herself as a reliable and trusted member of our team.
No matter the challenges or unexpected developments, she remained calm, solution-oriented, and focused on achieving the best outcomes - despite all the curved balls I threw her way! Without hesitation, I recommend Georgina to any company seeking outstanding marketing expertise. Her professionalism, reliability, and communication skills make her an invaluable asset."
M Munson: Head of Payments
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Posted Sep 29, 2022
As a fractional CMO for a B2B open banking client, I was brought in to revamp their proposition and brand.
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Timeline
Apr 19, 2023 - Mar 19, 2025
