Marketing Made for Finance

Marketing that actually speaks fintech and finance.

Most marketers have to learn your business from scratch. I have a head start. My background in finance helps me understand your business quickly, with an open mind about how you’re doing things differently.

With more than two decades in payments, product management and marketing leadership, I understand how financial products work and what clients need. Working alongside your leadership and marketing teams, I help align marketing with your business priorities, sharpen your positioning and put the strategy into practice.

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25+ Years in Finance GAICD AI Fluency · University of Sydney
Helen Fowler

Helen Fowler GAICD

Who I Work With

For businesses that need senior marketing support.

Whether you need senior marketing leadership or additional experience and capacity alongside your existing team, you work directly with me. I take on a small number of clients at a time, giving each business focused attention.

AI-generated illustration of Helen in a business meeting

Banking, Financial and Professional Services

Clearer marketing priorities, stronger positioning and senior support alongside your marketing leader and team.

Payments and Fintech Businesses

A clearer way to explain your value, reach the right business buyers and put marketing priorities into practice.

Marketing and Creative Agencies

A client-side perspective on financial services to strengthen your team’s understanding, briefs, pitches and messaging.

Businesses entering Australia and Asia Pacific

Positioning and marketing adapted to local buyers, informed by experience across 12 Asia Pacific markets.

What I Do

Marketing aligned with your business priorities

I bring senior marketing judgement and practical delivery, working alongside your team on priority projects or on a retainer basis.

01Marketing Strategy and AdvisoryClear marketing priorities, informed investment decisions and a practical view of what is working.

I review your marketing activity, investment and available buyer insight to help agree priorities, resources and success measures. Working alongside your marketing leader, I help navigate senior stakeholders and assess what to continue, change or stop. I can also provide mentoring, practical workshops and oversight of agreed delivery.

Strategy and Priorities Mentoring and Workshops
02Positioning and Go-to-MarketClarify who your product is for, what makes it different and how to bring it to market.

I align leadership, product, sales and marketing around your proposition, connecting product and pricing decisions with clear customer benefits and practical launch plans.

Positioning Product Launches
03Australia and Asia Pacific EntryAdapt your positioning and marketing to local buyers, drawing on experience across 12 Asia Pacific markets.

I bring regional and local teams together around an approach that fits the market and supports the wider business.

Market Entry Local Positioning
04Marketing and Product CommunicationsHelp internal teams and clients understand your marketing priorities, product launches and developments.

I develop communications plans, presentations and clear narratives that connect business priorities and product developments with what matters to internal teams and clients.

Marketing Communications Product Communications
05Campaigns and Client EngagementReach the right clients and strengthen relationships through campaigns, thought leadership, events and sponsorships.

I shape content and engagement plans around client needs, supporting retention, product adoption and relevant growth. I coordinate agencies and partners on agreed delivery and follow-up, keeping activity connected to sales and business priorities.

Campaign Management Client Engagement
06Websites and Customer JourneysHelp customers understand your offer and take the next step, from first enquiry to onboarding and ongoing engagement.

I guide messaging, content and journey improvements, with specialists handling design and technical delivery.

Website Review Customer Journey

Support can also include workshops, training and mentoring.

MY EXPERIENCE

A banking background. A marketer’s perspective.

My background combines agency experience in marketing and financial communications with two decades in payments and marketing leadership at Bank of America. My product management experience is in transaction banking, servicing financial and non-bank financial institutions, bringing a practical understanding of how these products work and what clients need.

I now consult independently, combining commercial insight and practical experience with a willingness to question established approaches.

25+
Years in international finance and marketing
12
Asia Pacific markets supported
SVP
Two decades at Bank of America
Former Head of Marketing, Asia Pacific
Qualifications and background

GAICD

Australian Institute of Company Directors, 2025

AI Fluency

University of Sydney, 2026

INSEAD

Leading for Results · Executive Education

ACT Diploma

International Cash Management · Association of Corporate Treasurers

CIM

Postgraduate Diploma in Marketing Communications · Chartered Institute of Marketing

Bilingual

English and Spanish · BA European Business Studies

My Approach

Your priorities. A clear way forward.

1

Start with your business priorities

We discuss what you want to achieve, what’s getting in the way and where marketing could help.

2

Agree the right support

I summarise your priorities and propose the scope, timing and fee, whether for a focused project, ongoing support or a workshop.

3

Work alongside your team

I bring senior marketing judgement and practical delivery, helping align colleagues, make decisions and move the work forward.

4

Review progress together

We assess progress against the agreed objectives and decide what to continue, adjust or hand over.

Get in Touch

Let’s talk about your priorities.

Tell me what you’re looking to achieve and where support could help. We can explore a practical starting point. The initial conversation is complimentary.

Email Helen Call +61 473 852 758
hello@helenfowlermarketing.com
+61 473 852 758
Australia-wide and international

IN PRACTICE

A selection of my work at a global bank.

MARKETING STRATEGY

Aligning marketing with business priorities

THE CHALLENGE

Translate commercial priorities into target audiences, investment decisions and coordinated plans.

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MY APPROACH

Led marketing strategy for global markets, corporate and institutional banking businesses, setting audience priorities, investment choices and coordinated plans.

Aligned senior stakeholders across country, regional and global teams to support client acquisition and deeper relationships.

BUYER INSIGHT

Understanding what matters to the buyer

THE CHALLENGE

Make marketing more relevant to the needs and priorities of CFOs, treasurers and CEOs across different industries.

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MY APPROACH

Developed buyer personas informed by client interviews, research and feedback across client interactions. Used these insights to guide audience priorities, messaging and channel choices.

AGENCY and TEAM ENABLEMENT

Equipping agencies and teams

THE CHALLENGE

Help agencies and internal teams understand banking products, business priorities and how to communicate them clearly.

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MY APPROACH

Educated agency partners on banking products, business priorities and how to work effectively with senior stakeholders and internal approval processes.

Also delivered product training to internal teams, helping colleagues understand the offer and explain it to clients.

BRAND and COMMUNICATIONS

Bringing brand change to market

THE CHALLENGE

Translate a global rebrand into local communications that explain the change clearly to clients.

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MY APPROACH

Helped deliver a global bank’s rebrand across Asia Pacific, coordinating agencies and internal stakeholders on local communications.

Interviewed senior stakeholders to develop the client narrative.

CLIENT ENGAGEMENT

Building relationships through events and sponsorships

THE CHALLENGE

Connect clients with relevant ideas and industry leaders through events and sponsorships shaped around their interests.

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MY APPROACH

Led executive events and sponsorships across Asia Pacific, connecting hundreds of clients with economists, industry leaders and relevant business insights.

Shaped programmes around business priorities and client interests, including sponsorships involving the Financial Times, Milken Institute and Sohn Conference.

PRODUCT COMMERCIALISATION

Taking payments products to market

THE CHALLENGE

Bring cross-border payments enhancements to market with clear positioning that connects product capabilities to client needs.

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MY APPROACH

In an earlier payments product management role, led cross-border payments enhancements from product design and development through to commercialisation.

Connected product capabilities with client needs through positioning, go-to-market planning and sales enablement.

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DIGITAL PRESENCE

Strengthening local digital presence

THE CHALLENGE

Help businesses find relevant banking and treasury services online, with a clear route to enquire.

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MY APPROACH

Addressed a gap in the bank’s local digital presence by leading country webpage development across multiple Asia Pacific markets.

Supported lead generation and follow-up through centralised enquiry capture and tracking.

CLIENT STORIES

Demonstrating value through client stories

THE CHALLENGE

Show how banking and payments solutions support business growth through real client experiences.

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MY APPROACH

Developed Forces of Change, a video series featuring Samsonite, Microsoft and AB InBev, highlighting their banking and payments experiences in Asia Pacific.

Shaped the narratives and used the content across the website, events and social media to support wider client conversations.

Get in touch