Carly Rulton
Chief Marketing Officer
Commercial Marketing Leader | Connecting Customer Value, Client Growth and Revenue.
About Carly
Marketing is my lens. Commercial is my remit.
I work across the full marketing function, from customer strategy and brand through to go-to-market, digital, performance, customer acquisition, lifecycle and team leadership. I connect marketing strategy and execution to customer value, client growth and revenue.
My experience extends well beyond marketing. I've led strategic partnerships, go-to-market initiatives and sales teams, giving me a broader perspective on how organisations grow, commercialise new opportunities and bring teams together around a shared objective. For me, marketing has always been part of a broader commercial system, not a function operating in isolation.
I've worked across global enterprise and challenger businesses, helping organisations adapt strategies across markets and translate them into local execution. My deepest experience is in payments, fintech and financial services, though the work translates well across service-led organisations.
I'm at my best in situations where the business needs an experienced pair of hands, someone who can get up to speed quickly, bring people together and turn strategy into action.
Experience
Carly Rulton Advisory
Fractional & Interim Executive (2025 – Present)
Building a fractional and interim executive practice, working with founders and executive teams on selected projects where additional senior leadership is needed through periods of growth and transformation.
Work spans customer strategy, go-to-market, strategic partnerships and commercial alignment.
𝗪𝗵𝗲𝗿𝗲 𝗜 𝗮𝗱𝗱 𝘃𝗮𝗹𝘂𝗲:
• Growth strategy: when the business is preparing for its next stage of growth or entering a new market.
• Strategic partnerships: creating partnerships that deliver measurable commercial value.
• Customer strategy and proposition: strengthening customer acquisition, retention and lifetime value.
• Commercial alignment: bringing marketing, sales, product and partnerships together around a shared objective.
• Executive leadership: providing interim and fractional leadership during periods of growth and transformation
MyState Bank Limited (ASX: MYS)
Head of Customer & Marketing (2024 – 2025)
Led commercial marketing function during a critical period of strategic change and M&A preparation, driving customer growth and online conversion improvements.
Visa Inc. (NYSE: V)
Director – Account Executive; Marketing Services Lead AuNZSP; Head of Client Marketing; Client Marketing Lead (2017 – 2024)
Responsible for client marketing strategy, marketing services business development, and strategic partnerships with major banking, fintech, and merchant partners.
Citi
Head of Channel Marketing; Head of Sales & Distribution, Marketing and Strategy (2010 – 2016)
Senior marketing and commercial roles across B2B and B2C financial services in Australia, working across channel marketing, sales and distribution, and go-to-market strategy. Delivered significant uplifts in B2B lead generation and customer acquisition across priority segments.
Santander
Senior Manager - Credit Card Acquisition (2008 – 2010)
Credit card acquisition and channel marketing across B2C financial services in the UK.
HSBC
Multiple roles including Product Manager, Retail Bank (2004 – 2008)
Early career roles across retail banking and product management in the UK, working across channel marketing and customer acquisition.
Key Skills
Qualifications
MiniMBA in Management (2025)
MiniMBA, London. UK
Diploma in Digital Marketing (2017)
Institute of Data & Digital Marketing, London. UK
Bachelor of Marketing (2002)
University of Lancashire, UK
Key Industries
Software & Tools
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