Alexandra H.-Senior Marketing Leader with 15+ years of experience in financial services, ETFs/ETPs, fintech, and digital assets across Europe
Check rate
Experience
Marketing Manager - Europe
Bitwise formerly ETC Group
- Built and drove the European marketing function during the company's market expansion, establishing processes that improved campaign efficiency and cross-market alignment.
- Supported the go-to-market strategy for 14 crypto ETP/ETF products across multiple European markets, contributing to successful listings and early investor awareness
- Developed and executed marketing strategies across key European markets, including DACH, the UK, France, Italy, Spain and the Nordics, driving growth in brand visibility, investor engagement and investor acquisition.
- Led PR activities: coordinated with a European PR agency, managed press releases, and expanded media exposure, increasing share of voice and securing coverage in top tier outlets.
- Delivered integrated digital marketing campaigns that increased website traffic, boosted content engagement, and drove a consistent uplift in qualified inbound leads.
- Drove audience growth and user acquisition across LinkedIn and owned channels, significantly increasing newsletter subscriptions and strengthening recurring engagement with educational content.
- Managed the European marketing budget and identified cost-efficient advertising and influencer opportunities, improving overall campaign ROI.
- Organised and executed the company's participation at major European blockchain and finance events, enhancing visibility and strengthening institutional relationships.
- Created annual digital and content plans; coordinated research based educational materials that improved investor understanding and supported conversion.
- Strengthened brand presence and credibility in key markets through consistent messaging, education, and multi-channel execution.
Founder & Director
Cajoot
Founded and built an online events venue platform from concept to operational business.
- Managed product development, freelancers, and full marketing lifecycle.
- Executed SEO, social media ads, Google Ads, video creation, and direct campaigns.
- Contacted, liaised with, and onboarded venues onto the platform.
- Built brand awareness via multi-channel digital strategy and blog content.
Campaign Manager EMEA
Invesco PowerShares ETF
- Supported marketing strategy and campaigns for ETF product launches across EMEA.
- Produced marketing literature and web content for multiple regions in EN/DE/FR.
- Managed agency relationships and coordinated advertising and direct marketing.
- Supported development of the new PowerShares webpage and organised events/roadshows.
Head of Marketing & Communications
Sanlam Securities & Sanlam Private Investments
- Developed and executed the UK marketing and communications strategy.
- Managed PR, brand development, sponsorships and events, including activation of the company's partnership with Saracens Rugby Club.
- Delivered integrated marketing campaigns across multiple channels and tracked performance against business objectives.
Head of Marketing & Communications Germany
The Bank of New York Mellon
- Led the Marketing & Communications function across Germany and Switzerland, managing a team of three and overseeing PR, communications, events and budget management.
- Directed rebranding and thought leadership initiatives to strengthen brand visibility and market positioning.
- Planned and delivered high-profile client events and sponsorship programmes (Pittsburgh Symphony Orchestra), including exclusive events in Berlin, Frankfurt and Geneva.
- Partnered with senior stakeholders and served on the Client Service Improvement Committee to enhance client engagement and service delivery.
ETF Sales Support Manager
Veritas Investment
Marketing Manager
360T Trading Platform
Marketing & Communications Specialist
Skadden LLP
Marketing Executive
Commerzbank Corporates & Markets
Industry experience
See where this freelancer has spent most of their professional time.
Experienced in Banking and Finance, Information Technology, and Professional Services.
Business area experience
See which departments and functions this freelancer has contributed to most.
Experienced in Marketing, Sales, Product Development, and Customer Service.
Summary
Senior Marketing Leader with 15+ years of experience in financial services, ETFs/ETPs, fintech, and digital assets across Europe. Proven track record building and scaling marketing functions, launching products in multiple markets, and driving brand visibility across European, DACH, UK, and French regions. Strong expertise in crypto, regulated digital assets, GTM strategy, PR, performance marketing, content, events and digital campaign management. Known for delivering measurable outcomes, leading cross-functional teams, and supporting commercial growth.
Skills
Native German & French Speaker
Fluent English Speaker
Head Of Marketing
Marketing Lead
Senior Marketing Manager
Digital Assets
Fintech
Etfs
Etps
Crypto Marketing
Blockchain
Gtm
Pr
Content Leadership
Events Organisation
Dach Market
European Marketing Lead
Marketing Technology & Ai: Hubspot, Pipedrive, Mailchimp, Brevo, Google Analytics, Figma, Google Vids, Chat Gpt, Claude, Clickmeeting, Youtube, Trello, Slack
Knowledge: Crypto, Etfs, Etps, Etns, Trading Platforms: Binance, Etoro, Kraken, Bafin & Mica Regulation, Created Nfts Which Are Located On Opensea
Languages
Education
University of Furtwangen
International Business · Furtwangen, Germany
University of Greenwich
BA (Hons) · Marketing Communications · London, United Kingdom · 2:1
Certifications & licenses
Blockchain & Cryptocurrency Explained
University of Michigan
Decentralized Finance (DeFi) Infrastructure
Duke University
Launch Your Own Cryptocurrency Token; Tokenomics & Promotion
Udemy
Marketing Analytics: Analytics, Tracking & KPI
Udemy
MiCA – Markets in Cryptoassets Regulation
Udemy
Raising Capital: ICOs & Crowdfunding
University of Michigan
Tokenization of Real-World Assets
Udemy
Statistics
Experience
Global experience
Expertise
Qualifications
Profile
Frequently asked questions
Have questions? Find more information here.
Alexandra speaks the following languages: German (Native), French (Native), English (Advanced).
Alexandra has at least 18 years of experience. During this time, Alexandra has worked in at least 9 different roles and for 9 different companies. The average length of individual experience is 2 years. Note that Alexandra may not have shared all experience and actually has more experience.
Based on recent experience, Alexandra would be well-suited for roles such as: Marketing Manager - Europe, Founder & Director, Campaign Manager EMEA.
Alexandra's most recent position is Marketing Manager - Europe at Bitwise formerly ETC Group.
In recent years, Alexandra has worked for Bitwise formerly ETC Group.
Alexandra is most experienced in industries like Banking and Finance, Information Technology, and Professional Services.
Alexandra is most experienced in business areas like Marketing, Sales, and Product Development. Alexandra also has some experience in Customer Service.
Alexandra has recently worked in industries like Banking and Finance.
Alexandra has recently worked in business areas like Marketing.
Alexandra holds a Bachelor in Marketing Communications from University of Greenwich.
Alexandra has 7 certificates. Among them, these include: Blockchain & Cryptocurrency Explained, Decentralized Finance (DeFi) Infrastructure, and Launch Your Own Cryptocurrency Token; Tokenomics & Promotion.
Alexandra is immediately available for suitable projects.
Similar freelancers
Discover other experts with similar qualifications and experience
Gudrun A.
Jens S.
Markus S.
John V.
Claudia F.
Angelika B.
Katja K.
Peer W.
Gunter H.
Florian D.
Experts recently working on similar projects
Freelancers with hands-on experience in comparable project as a Marketing Manager - Europe
Stefan S.
Franz S.
François-Alexandre G.
Verena H.
Bianca W.
Torben S.
Ralf G.
John G.
Ellen R.
Kilian K.
