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 partner with fintech founders and financial services CEOs to cut through marketing chaos that wastes time, money, and momentum. From Series A startups to more established credit unions, my work turns complex, underperforming strategies into streamlined, full-funnel systems that deliver results where it counts: sales, retention, and ROI.

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

  • "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

  • "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

  • "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

  • "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

  • "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

  • "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.

  • Aligning all marketing channels and programs for a corporate re-brand, I helped increase active customer count by 7% quarter-over-quarter for a multi-billion dollar eCommerce company.

  • Developing an actionable customer strategy through jobs-to-be-done ethnographies, customer surveys, focus groups, and data analytics, I helped an eCommerce furniture business outpace competitive set growth by over 10% in the early 2020s.

  • Utilizing randomized control trial testing of creative and targeting tactics, I helped an eCommerce company achieve 5X incremental return-on-ad-spend (ROAS) at profitable margin rates on $50 million in advertising spend.

  • Targeting the right customers at the right time, I helped a global nonprofit lower their cost-per-acquisition (CPA) on a $4 million advertising spend by over 15%.

  • Through industry best-practices, user experience (UX) research, and user interviews, I increased customer acquisition on a mobile website by over 50%.

  • By systematically testing and generating compelling content, I increased engagement rates of a Facebook page with over 1 Million followers in the early 2010s.

Ready to work with an insight-driven marketer?