Axi Performance
Marketing
I led Axi’s global performance marketing creative, redefining how data-driven campaigns could still feel distinctive, premium and brand-led. Moving away from a generic, one-size-fits-all model, I built a unified global performance framework that balanced speed, testing and optimisation with strong creative ideas — ensuring work scaled effectively across international markets. From concept and messaging to full creative execution across paid channels, this approach contributed to a 30% increase in newly traded clients. To support this, I built and scaled a fully integrated global creative team, delivering high-volume performance campaigns across multiple regions while maintaining consistency, relevance and commercial impact.
Targeted Ads
I worked in close partnership with Axi’s acquisition team to shape and deliver a global targeted advertising strategy built around performance, precision and growth. Together, we transformed generic campaigns into highly personalised, market-specific creative designed to drive acquisition at scale. By aligning data insights, audience segmentation and conversion metrics with bold, brand-led creative, we delivered campaigns that resonated across diverse international markets—balancing measurable performance outcomes with consistency and long-term brand equity.
Performance Numbers
10,000+
NTC's per month
30%
INCREASE
Video Ads
At Axi, shifting marketing towards video-led assets reflects both evolving trader behaviour and the increasing sophistication of trading products and platforms. Within a highly competitive and trust-driven category, video enables Axi to break down complex trading concepts—such as platform functionality, market analysis and risk management—into accessible, engaging storytelling that builds confidence with both new and experienced traders.
Messaging
I worked in close partnership with Axi’s acquisition team to shape and deliver a global targeted advertising strategy built around performance, precision and growth. Together, we transformed generic campaigns into highly personalised, market-specific creative designed to drive acquisition at scale. By aligning data insights, audience segmentation and conversion metrics with bold, brand-led creative, we delivered campaigns that resonated across diverse international markets—balancing measurable performance outcomes with consistency and long-term brand equity.
