Miranda McLean

Set the marketing strategy aligning with the overall business goals.

Re-structured and modernised the marketing team to reflect and support the execution of the marketing strategy and business OKRs. Implemented tools such as 6Sense to create a TAM and increase visibility among targets within our ICP both in-market and showing intent signals and for brand awareness.

Led, directed and managed a cross-functional team to deliver a full business re-brand within 6 months of joining the business, including mission, values, positioning as well as the visual identity, positioning the business for growth and exceeding all targets set. Engagement rate on social channels increased by 141% and on the website by 25%. Ecommpay has won 11 industry awards so far in 2025 and has been shortlisted in 5 more Awards across multiple categories to be announced between now and December 2025.

Increased brand visibility both in SEO & AIO terms, increased engagement rate across the sales funnel by 30% whilst reducing CPA and average lead value increased by 150% in 9 months.

Championed and launched a new sales proposition with a second in the pipeline strengthening Ecommpay's proposition to merchants

Defined and implemented comprehensive marketing strategies and budgets across all business lines, ensuring alignment with organizational goals for a fully licensed technology-driven bank.

Directed the go-to-market planning and preparation for the launch of the Retail Bank and Merchant Proposition, establishing key market positioning and messaging.

Developed and executed initiatives focused on growing the SME Loan book, contributing to the bank's expansion in key market segments.

Managed overall brand positioning and messaging for FinTech, Merchant, SME, and Consumer solutions, enhancing market presence and competitive differentiation.

Led the transition to Chief Communications and Sustainability Officer, expanding remit to integrate sustainability across the Group's diverse financial technology solutions.

Directed the soft launch of Banking Circle Group, establishing initial market presence and communications frameworks for a rich set of financial services solutions.

Orchestrated group-wide communications and marketing support for disparate businesses, capitalizing on global industry events to demonstrate synergistic propositions.

Implemented comprehensive ESG strategies, embedding purpose into organizational operations to enhance business profitability and resilience.

Led the launch and brand creation of Banking Circle (formerly Saxo Payments), transforming it into an award-winning, multi-million-dollar business in under three years with instant industry recognition.

Built and launched the entire marketing function from pre-launch, overseeing the transition from a payments business to a licensed bank and establishing global brand presence.

Devised and executed comprehensive global communications programs, including PR, direct email, content marketing (webinars, videos, white papers, thought-leadership, infographics, blogs, social media), featured in leading financial industry publications.

Boosted online presence by creating a B2B website with 1,000+ daily visitors, achieving #1 Google ranking in two months, and acquiring 12,000+ LinkedIn followers and 3,000+ Twitter followers.

Secured 10 industry awards in the first two years and over 60 awards subsequently, significantly raising the profile of the business and CEO in Payments, Banking, and FinTech industries.

Supported the sales cycle through designing and implementing acquisition, retention, and upsell/cross-sell campaigns, contributing to increased market penetration and processing over €400 billion in payments volumes annually.

Led the brand refresh and repositioning of Ukash, expanding its presence beyond traditional market sectors and increasing brand visibility in B2B and B2C markets.

Developed and launched new propositions to the market, driving consumer base expansion and increasing engagement across 57 countries.

Overhauled the company website to align with market standards and introduced an eCRM program, automating customer touchpoints to enhance engagement.

Secured multiple key industry awards, including 4 consecutive Queen's Awards for Enterprise, significantly boosting brand credibility and recognition.

Undertook the first ATL campaign for the business, achieving industry recognition through both B2B and B2C awards.

Restructured the marketing communications team to better support the business structure and streamlined suppliers, resulting in a 25% reduction in marketing costs.

Delivered a comprehensive brand refresh for the UK market, including redesigning B2C and B2B websites to enhance digital presence.

Introduced marketing automation software, enabling successful lead tracking and measurement of marketing effectiveness.

Devised and led the internal and external launch of Lexis Legal Intelligence, achieving £2.1 million in Lexis PSL sales within 6 months.

Defined and executed the marketing strategy for the Lexis small law/sole practitioner customer segment, delivering a 500% ROI across all marketing activities.

Identified and developed opportunities for new revenue streams through new channels, including 3rd parties and Web initiatives.

Launched the Reuters Enterprise Data Management solution, achieving all sales and marketing targets and generating £50 million in first-year income.

Increased Reuters Sales Department Lead to Sale conversion rate from 5:1 to 3:1, significantly improving sales efficiency.

Built and led a new Marketing Communications team, managing a £2 million budget, and launched a series of strategic products.

Developed and implemented a product-led to propositions-led marketing communications strategy, shaping the division's market approach.

Boosted Reuters PR coverage by 219% year-on-year in the first year, significantly increasing brand visibility.

Enhanced the Reuters CRM system to enable greater cross-selling of products, resulting in a 15% increased yield per customer.

Launched several successful data products to the market, expanding the product portfolio and revenue streams.

Championed and successfully implemented the Siebel CRM system, achieving 100% adoption by key stakeholders and boosting sales and marketing campaign success.

Conducted extensive customer research and competitive analysis, identifying new business opportunities and defining market penetration strategies to increase sales.

Gathered and interpreted customer/prospect input to define new product requirements, managing handover to product development teams.

Built and led a centralized MarComs team that successfully rolled out new branding and communications standards, achieving £1 million in cost savings.

Created and integrated a new marketing group following a three-way merger, optimizing marketing functions and strategies.

Managed diverse B2B marketing initiatives, including direct marketing, lead generation, advertising, and public relations, establishing a foundational understanding of the marketing mix.

Coordinated focus groups, trade shows, and corporate hospitality events to enhance brand presence and customer engagement.

Led the repositioning and rebranding of EWPN, enhancing its mission to champion diversity in FinTech and payments sectors.

Secured strategic partnerships and funding from major industry players like Ascential (Money 20/20, Cannes Lion) and Mastercard, sponsoring the 2019 annual conference.

Engineered partnerships with US-equivalent WNet and expanded the EWPN network, significantly increasing member sign-ups and global reach.

Actively spoke at conferences, mentored professionals, and organized local events to promote diversity and inclusion across payments, banking, and FinTech.