Repositioning of a global Payments Brand through digital Marketing Transformation

Developed a complete redesign of the Go-to-Market strategy with Marketing at the core of the change implementation for a leading, global Payments provider. This “structure follows strategy approach” covered:

• Unified Needs-based Segmentation and Persona development for all regions
• Global Marketing Transformation Strategy
• Brand Re-Positioning incl. Thought Leadership Content
• Digital B2B Demand Generation program
• Digital Customer Experience approach
• Creation and definition of all Industry Segment specific Value Propositions
• Restructuring of regional and build out of global Marketing department
• “Lean” optimization of all key operational processes (eg. Demand Generation, Budget & Events Management, Content & Campaign Creation etc.)

This supported the growth strategy to become the largest, global non-bank Payment’s provider.