As Head of Brand and Sponsorship at Axi, I led global brand strategy to strengthen market positioning, build trust with traders, and deliver measurable commercial impact in a highly competitive trading environment.
I spearheaded Axi’s rebrand, repositioning the business as a customer-centric, performance-driven trading partner. This created a clear, scalable identity aligned with trader needs and supported stronger recognition across key markets.
I developed an ROI-focused sponsorship strategy, with the introduction of the Manchester City partnership as a central pillar. Rather than a pure awareness play, it was integrated into acquisition, engagement, and retention efforts. Later we built out the global sponsorship strategy to include a regional focused element, delivering strong results in key markets.
Key activations included:
Content campaigns linking narratives across football and trading
Educational content to build trust and authority
Integration into performance marketing channels
Exclusive client experiences to deepen relationships
Increased performance marketing success in line with the rebrand project and sponsorship strategy
Improved brand trust and engagement in priority markets
Clear attribution between sponsorship activity and commercial outcomes
