Carly Rulton

Marketing is her lens. Commercial is her remit.

Carly works across the full marketing function, from strategy and brand through to digital, performance, customer acquisition, lifecycle and team leadership. She builds the plan and delivers against it, connecting what marketing is doing to what the business is actually trying to achieve commercially.

What sets her apart is the commercial layer she brings alongside it. She has run partnerships and ecosystems as revenue channels, used data and payments intelligence to sharpen targeting and acquisition, built martech and digital platforms as connected commercial systems, and led sales and commercial teams as part of the same remit. The marketing and the commercial outcomes are never separate in how she works.

Twenty years across fintech, payments and financial services in the UK and Australia, inside global organisations including Visa, Citi and HSBC and alongside fast-moving challenger businesses. She comes into complex situations with a how do we solve this mindset, rallies the right people, and moves things forward with pace.