Chief Marketing Officer

About Waystone

Waystone is a leading asset servicing solutions provider of institutional governance, administration, risk and compliance services to financial institutions. With over 25 years' experience and a comprehensive range of specialist services to its name, Waystone helps our clients structure, operate and grow through our expertise, innovation and digitisation, backed by the operational scale to support global expansion

Reporting to the Chief Revenue Officer the Chief Marketing Officer (CMO) will be an integral part of the team's success. The CMO will be responsible for developing and executing a comprehensive marketing strategy that drives brand awareness, customer acquisition, innovation and revenue growth across Waystone's products and services. This role provides visionary leadership and hands on direction across all marketing disciplines, ensuring the growth of market share, revenue, and customer satisfaction.

ESSENTIAL DUTIES AND RESPONSIBILITIES

• Develop Marketing Strategy: Lead the design and implementation of the marketing strategy aligned with company objectives. Support the group with the strategic advice and tasks on newly acquired company integration.


• Brand Positioning: Build, evolve, and manage a compelling brand that differentiates the company from its competitors. Collaborating with the business to uncover insights for developing marketing and branding strategies for existing and new products.


• Lead Marketing Team: Build, mentor, and manage a high performance marketing team across digital, product, brand, PR, and events to foster a culture of innovation and excellence.


• Demand Generation: Establish and oversee multi channel marketing campaigns that drive qualified leads and revenue growth.


• Digital Marketing: Lead digital marketing strategy across SEO, paid media, social media, email marketing, and marketing automation platforms. Drive the adoption of AI powered tools to accelerate content production, campaign optimisation, and audience personalisation at scale.


• Product Marketing: Collaborate with Product and Sales to define positioning, messaging, and go to market strategies for new and existing offerings.


• Customer Insights: Utilize analytics and customer research to identify market trends, customer needs, and opportunities for growth.


• Budget & Resource Management: Develop and manage the marketing budget, aligning spend with strategic priorities, allocating resources effectively and demonstrating ROI on marketing investments.


• Vendor Management: Oversight of third party marketing contractors, tracking KPIs and projects to ensure quality and timely delivery of services.


• Communications: Final review and sign off with support of CRO on key externally distributed Waystone literature and communications.


• Innovation: Stay abreast of industry trends, competitive landscape, and emerging technologies-with particular focus on AI and automation-to inform marketing strategies, improve team productivity, and maintain a competitive edge. Champion a culture of experimentation and continuous improvement across the marketing function.


• Executive Stakeholder Management: Working closely with the Senior Management Team and C Suite to develop and implement the board's view of the strategic vision and positioning of Waystone.

REQUIREMENTS
Experience

• Extensive marketing experience with recent experience in a senior leadership role (VP Marketing or CMO).


• Strong track record of delivering results.


• Understand key performance metrics and tracking tools for market research, forecasts, competitor analyses, campaign results, and consumer trends, and translate results into actionable insights for the marketing team.


• Expertise across digital marketing, branding, and lead generation (preferably in a partnership or professional services) with knowledge of the financial services industry.


• Strong analytical, communication, and storytelling abilities.


• Strong understanding of data analytics and marketing attribution.


• Skilled in nurturing cross functional relationships with Sales, Product, and Operations.


• Strong relationship management skills and the ability to understand and respond to the needs of internal stakeholders.


• A team player with the ability to build relationships within the marketing team both locally and globally, and across partners and staff at all levels across the firm.


• Excellent verbal and written communications skills with strong attention to detail.


• Strategic thinker with a results oriented mindset.


• Strong leadership and team building abilities.


• Excellent communication and interpersonal skills.


• Innovative and adaptable with a growth mindset.


• Experience with CRM systems and how to maximise the data value, as well as being highly proficient in MS applications including Word, Excel, and PowerPoint.


• Excellent project, organisational and time management skills.


• Has a proven track record of successfully managing a team.

AI & Marketing Technology

• Proven ability to lead the strategic adoption of AI across a marketing function-identifying where AI creates genuine competitive advantage in content, campaigns, personalisation, and analytics, and building the capability within the team to realise it.


• Strong working knowledge of AI powered marketing platforms and tools, including generative AI for content, AI driven SEO and paid media optimisation, marketing automation, and predictive analytics.


• Experience evaluating and embedding new marketing technologies at an organisational level, with the commercial judgement to distinguish tools that drive real value from those that do not.


• Understanding of responsible AI use in a regulated financial services environment, including data privacy, accuracy, brand risk, and the appropriate governance of AI generated content and decisions.

Education

• Internationally recognised bachelor's degree in business, marketing, communications, or related field.