International payments technology company payabl., headquartered in London, is moving to push its European operations forward by appointing a Chief Marketing Officer (CMO).
Taking on the newly created marketing leadership role at the company is Esfira Zakas, who was already working for the firm as Head of Marketing. Zakas’ will be tasked with coordinating the firm’s marketing and communications efforts as it plans for further growth.
Prior to joining payabl. as Head of Marketing in October 2022, Zakas built up extensive experience of corporate communications via roles at Tesonet, Omniva and Neste.
Zakas’ employer states that her efforts over the past two years with the company were instrumental in securing her latest promotion. In particular, the firm has cited Zakas’ lead on rebranding, and the tripling in size of its internal marketing functions.
“I’m honoured to be taking on this new role at payabl., and incredibly excited to continue to play an integral role in the success of the business,” Zakas remarked.
“Throughout the nearly two years I’ve been with payabl., we’ve evolved our marketing function considerably and built a team of talented marketing professionals. I’m eager to continue this to achieve our overall strategic goals alongside payabl.’s C-Suite.”
Zakas takes on the new role at payabl. at a time when local and global growth is high on the company’s agenda.
The firm secured a significant boost in its home market earlier this year when it was awarded an Electronic Money Institution (EMI) licence in the UK, a milestone which was later replicated in Cyprus.
Europe is not the only continent on its roadmap, however. The company notably added local Latin American payments methods to its network last month, including the widely used Brazilian PIX system.
“This appointment is a testament to Esfira’s role in payabl.’s recent success and positions our team for even further growth as we continue our global expansion,” said Ugne Buraciene, Group CEO of payabl.
“I’m also pleased to add another experienced woman to our leadership team which helps to address the current gender imbalance in fintech.”