Alessandro Onano

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.

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  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.

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  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.

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  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.

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  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.

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  Salesforce

  10 years of experience

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

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  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.

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  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.

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  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.