Mandy MacPhee
Fractional Chief Marketing Officer
Hi, I’m Mandy MacPhee – a Fractional Chief Marketing Officer.
With over 25 years of strategic marketing leadership, I’ve helped financial services and fintech brands—from big five banks to digital disruptors—transform scattered efforts into focused growth engines. I specialize in aligning brand, product, and marketing strategy to drive measurable revenue outcomes, build investor-ready narratives, and scale systems that outlast any single hire.
As a Fractional CMO, I help fintech founders and financial services CEOs who don’t have the time to run marketing full-time, aren’t sure what’s working, and need confidence that every dollar drives growth. From Series A startups to more established credit unions, my leadership connects your brand, product, and sales into one investor-ready marketing engine — accelerating growth, proving ROI, and freeing you to focus on running your business.
I’ve helped revive legacy brands like Qtrade, driving 100% more conversions with half the media spend. I repositioned NEI Investments and built the new Qtrade brand, increasing brand consideration by over 35%. At Aviso, I led strategic marketing that contributed to 230% growth in five years. And with Scotia iTRADE, I built influencer campaigns that sold out events in 48 hours and hit 25% conversion rates with a millennial audience.
If your marketing feels disjointed, expensive, or misaligned with growth goals, I bring the strategy, structure, and leadership to fix what’s broken—and build what scales.
What it’s like working with me
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"Mandy has a unique ability to balance creativity with a data-driven mindset to deliver results. She has an incredibly strong grasp of digital marketing, demand generation, and performance analytics, but is also passionate about how creative can elevate and transform a brand. "
Erin O’Connor, EVP, HiFi
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"I strongly believe one of the greatest contributors to the success of a leader is the ability to break the formality walls and work to develop meaningful relationships. A virtue Mandy naturally carries and demonstrates with all her interactions."
Paulo Salomao, Founder and CEO, King Ursa
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"Mandy's dedication and work ethic are truly commendable. She is always focused on achieving the best outcomes and shows a remarkable ability to navigate complex marketing challenges."
Mark Nicholson, SVP Marketing, Communications & CX, Aviso
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"Mandy has an amazing knack for cutting through the fluffy marketing narrative and speak plainly, strategically, and intuitively. Her experience in the financial sector is unmatched."
Dave Nourse, VP, Growth, M&H
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"Mandy consistently demonstrates exceptional strategic marketing skills, bringing innovative ideas and a strong analytical approach to our projects."
Mark Nicholson, SVP Marketing, Communications & CX, Aviso
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"I’ve had the privilege of working under Mandy's leadership, and I can confidently say that she's a transformative force. Her strategic thinking on brand, marketing, and use of research, combined with her approach to driving business growth, is truly impressive."
Prannoy D’Souza, Director, Research & Insights, Aviso
Case Studies
Click or tap to expand.
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Achieved by building and executing integrated go-to-market strategies across five wealth management brands, transforming marketing into a systematic, full-funnel revenue engine.
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Leveraged data-driven optimization, predictive analytics, and channel performance testing to scale acquisition while reducing spend.
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Unified digital strategy, content, and automation workflows to generate higher-quality leads and accelerate conversion.
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Delivered Qtrade’s “Qfactor” brand transformation, repositioning the platform for sophisticated investors and integrating a full-funnel media plan that cut spend in half while doubling conversions.
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Launched Scotia iTRADE’s first influencer-led campaign, selling out event attendance in 48 hours and expanding reach into a previously untapped market segment.
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Built a national B2B sales enablement program for a Canadian financial institution, combining targeted client research, CRM-driven lead management, and consistent cross-country messaging.
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At Scotiabank, applied rigorous testing and performance analytics to optimize digital media spend and improve ROI across multiple channels.