Helen Walsh
Marketing Director @Afin Bank
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WORK HISTORY
Marketing Director @Afin Bank
Lead enterprise-wide marketing strategy across brand, digital, acquisition, CRM, PR and internal comms* Senior leadership team member shaping commercial strategy and go-to-market delivery* Own marketing investment, governance and ExCo/Board reporting* Built multi-disciplinary team and operating model in a regulated bank* Defined brand narrative and community-led positioning across diaspora and intermediary audiences
EDUCATION
Leeds Trinity University
Business Management, Spanish Language and Literature
SKILLS
ABOUT HELEN WALSH
I’m a Marketing Director operating at executive level within regulated financial services, specialising in digital growth, performance marketing and enterprise-wide transformation.I build and scale marketing functions that deliver measurable commercial outcomes across acquisition, CRM, brand, PR and digital experience, operating confidently in complex, FCA-regulated environments.Over my career, I’ve:* Built digital and marketing capabilities from zero to scale* Delivered significant, measurable growth across savings, lending and specialist finance* Led performance marketing, CRM and brand strategies that balance commercial return with trust and regulation* Partnered closely with Product, Technology, Risk and Compliance to deliver sustainable growth* Operated at senior leadership and Board level, owning strategy, investment and performance governanceI’m known for combining data-led decision making with strong brand and reputation management, building high-performing teams and marketing operating models that scale with the business.I’m typically approached for Marketing Director, Digital Marketing Director and transformation-led growth roles, particularly where performance, brand and regulation must work together.
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