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Alessandro Onano

Chief Marketing Officer @ Moneyfarm

London, United Kingdom (+00:00 UTC) English, Italian, Frenchfrom Cagliari, Italy
Usually responds in 2 days
Free
Price per hour
Not available
Time Blocks Available
5.00
9 reviews / 13 sessions
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-
Next availability
Not available in the next 30 days

Bio

Chief Marketing Officer with over 20 years of experience working across fintech, regulated financial services, and digital businesses. I spend most of my time at the intersection of growth, brand, and product, helping companies scale without losing clarity or trust along the way. I’ve led marketing functions through early stages, international expansion, and more complex, regulated environments, across B2C, B2B, and B2B2C models. Today, I lead marketing for the Moneyfarm Group across multiple brands and markets. My work spans acquisition, product marketing, CRM, brand, and design, with a strong focus on governance, measurement, and long-term customer value. I work closely with product, commercial, data, and engineering teams to shape end-to-end customer journeys and make informed trade-offs, not just big plans. Alongside my executive role, I act as an angel investor and advisor to mission-driven start-ups. I’m particularly interested in businesses that aim to make complex things simpler, without underestimating their customers.

Expertise

  • Building a team

    I built, organised, reshaped and restructured (mostly marketing) teams of different sizes and shapes. From building teams from scratch for pre-seed companies to a multi-countries organisation for global brands.

  • Content marketing

    I crafted successful content strategies for different organisations (B2C and B2B). My focus focalises on identifying target audiences, defining content types, establishing a content calendar, and measuring performance to optimise results.

  • Conversion rate optimisation

    I have always worked for companies focused on high but sustainable growth rates. CRO represented the key to success in many cases, and I had the opportunity to set the strategy and lead full-stack squads (marketing, product and tech) to achieve the targets.

  • Go to market strategy

    I have experience in developing go-to-market strategies for companies in various industries such as entertainment, gambling, and financial services, across different locations. As an advisor for early-stage startups, I continue to provide support in areas such as branding strategy, product-market fit, and go-to-market strategy to help them take their first steps in the market.

Toolkit

  • Salesforce logo

    Salesforce

    Implemented the full suite Salesforce CRM and Salesforce Marketing Cloud to centralise and orchestrate all the CRM activities and marketing automation.

Industries

  • Payments

    I oversee brand management and growth strategy for a fintech lender in the credit card industry. The target is pure B2B: large merchants especially in retail, travel automotive, hospitality and entertainment. As an issuer of credit cards for various brands, I am also responsible for overseeing the brand and growth strategies of co-branded credit card programs targeted towards B2C users all over Europe.

  • Wealth Management

    I managed the global brand, communication, and acquisition strategy of one of the leading Digital Wealth Managers in Europe with a precise focus on the UK and Italian markets targeting mass affluents and HNWs.

  • FinTech

    In my role as a partner at a Venture Studio, I provide advice to early stage startups across different industries, with a specific emphasis on Fintech.

Experience

  • Moneyfarm

    Chief Marketing Officer
    •moneyfarm.com

    I lead the group’s end-to-end marketing across acquisition, product marketing, CRM, brand, and design, with responsibility for growth, engagement, and long-term customer value across markets. I own brand strategy and positioning across the group’s portfolio, including Moneyfarm, Profile Pensions, and Willis Owen. A large part of my role is ensuring clarity and consistency across highly regulated customer journeys, while working closely with product, commercial, data, and engineering teams to deliver insight-led, personalised experiences at scale. Everything we do ultimately supports the group’s purpose of making finance simple and accessible.

  • Novaterra

    Marketing
    •novaterra.io

    Novaterra is a VC and Impact Investment fund. I oversee the company's brand, PR and comms strategy. I also support the in-house founders and startups on all marketing-related matters.

  • Tymit

    Chief Marketing Officer
    •tymit.com

    Tymit is an innovative credit card that incorporates Buy Now Pay Later (BNPL) features within a regulated credit environment. Initially operating as a business-to-consumer (B2C) company, Tymit has evolved into a business-to-business-to-consumer (B2B2C) company, offering payment and loyalty solutions to financial institutions, merchants and large brands seeking a new and unique way to engage with their customer base. In my role as CMO, I was responsible for developing the branding, PR, communications, advertising, and customer outreach strategy for Tymit and its co-branded products.

    FinTechB2BB2CCredit

  • Moneyfarm

    Chief Marketing Officer
    •moneyfarm.com

    Member of the executive team, playing a pivotal role in defining the company’s strategy, product roadmap and objectives. Set the overarching global acquisition strategy across multiple channels (B2C & B2B2C) and markets (Italy, UK and, until Dec 2020, Germany), including conversion rate optimisation, product marketing and CRM activities.

  • Betclic Everest Group

    Head of Marketing
    •betclic.com

    Set the Italian market from scratch, providing the go-to-market strategy in early 2006, building and managing the acquisition and CRM team (15 people) over time and creating, in 2009, the local business unit based in Milan. Managed and coordinated all marketing, advertising, and promotional activities (12 million euros/year budget in 2010, 2011, and 2012).

    B2C

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