ADAM RICHARDS

Global Marketing, Growth & Commercial Leader

I build marketing functions that connect brand, customer acquisition and commercial performance.

15+ years leading international marketing, transformation and growth across financial services, fintech and B2B technology.

35

FTEs Team Led

17

EMEA Markets

45%

YoY Pipeline Growth

£100M+

Annual Marketing Investment

€1.4T

AUM Merger Integration

32%

Improvement in Marketing ROI

Project 02

BUILDING FUNCTIONS, NOT JUST CAMPAIGNS

I am a marketing and commercial leader with more than 15 years of experience building growth functions across financial services, fintech and international businesses.

My experience spans brand strategy, go-to-market planning, digital acquisition, customer journeys, marketing technology, commercial measurement and organisational transformation.

I have led teams of 35, managed activity across 17 EMEA markets and worked directly with CEOs and executive leadership teams. Most recently, I led the marketing integration for the €1.4 trillion combination of BNP Paribas Asset Management and AXA Investment Managers.

My strength is connecting areas that businesses often manage separately: brand and performance, marketing and sales, strategy and execution, customer experience and revenue.

All Projects

Project 03

BRAND, GTM & MARKET EXPANSION

Building clear positioning, propositions and integrated go-to-market strategies across international markets.

REVENUE & PIPELINE GROWTH

Connecting acquisition, customer journeys and lifecycle activity to measurable pipeline and commercial performance.

MARKETING TRANSFORMATION

Designing operating models, measurement frameworks, technology ecosystems and ways of working that scale.

TEAM & FUNCTION LEADERSHIP

Building high-performing teams, developing talent and creating clarity, ownership and accountability.

DATA, MARTECH & AI

Using customer insight, attribution, automation and AI to improve decisions, execution and marketing effectiveness.

EXECUTIVE LEADERSHIP

Partnering with CEOs, boards and commercial leaders to turn business priorities into focused marketing investment and action.

All Projects

ABOUT ME

Adam builds marketing functions that connect brand, go-to-market strategy, digital acquisition, customer experience, data and revenue. He combines executive-level strategic leadership with deep hands-on digital and performance marketing expertise.

Key evidence:

• 15+ years in marketing and commercial growth
• Led a team of 35 across internal specialists and agency partners
• Led marketing across 17 EMEA markets
• Managed £100M+ in annual marketing investment
• Delivered 45% year-on-year growth in qualified pipeline
• Improved marketing ROI by 32%
• Led the marketing integration of a €1.4 trillion AUM merger involving BNP Paribas Asset Management and AXA Investment Managers
• Founded and scaled an eight-person marketing consultancy
• Secured three enterprise mandates in the consultancy’s first year
• Increased consultancy client revenue by 27%

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  • Bio

    Building functions, not just campaigns

    I am a marketing and commercial leader with more than 15 years of experience turning ambitious business goals into marketing functions that deliver measurable growth.

    My career began in hands-on digital and performance marketing, which gave me a practical understanding of how customers are acquired, how journeys convert and how investment translates into commercial results. Since then, my remit has expanded across brand strategy, go-to-market planning, customer experience, marketing technology, organisational design and full P&L leadership.

    I have led multidisciplinary teams of 35 across 17 EMEA markets, managed more than £100 million in annual marketing investment and worked directly with CEOs and executive leadership teams. At Société Générale and Lyxor, I helped deliver 45% year-on-year growth in qualified pipeline and a 32% improvement in marketing ROI by connecting acquisition, content, customer journeys and measurement within one coordinated growth model.

    I have also experienced leadership from the founder’s side. I created and scaled Iris is Digital from the ground up, building an eight-person team, winning enterprise clients and taking responsibility for everything from proposition and sales to delivery, people and commercial performance. That experience made me more entrepreneurial, more decisive and more conscious of the difference between marketing activity and genuine business value.

    Most recently, I led marketing integration for the €1.4 trillion combination of BNP Paribas Asset Management and AXA Investment Managers. The work brought together marketing strategy, budgets, technology and operating models across EMEA, APAC and the Americas, requiring both executive-level direction and close attention to how the combined organisation would operate in practice.

    My strength is connecting areas that businesses often manage separately: brand and performance, global strategy and local execution, marketing and sales, customer experience and revenue. I enjoy bringing clarity to complex environments, building capable teams and creating systems that continue to perform after the initial campaign or transformation is complete.

    I am at my best in organisations with meaningful growth ambitions, difficult commercial questions and enough trust for leaders to take genuine ownership.cription goes here