Monese recruits marketer who signed up James Corden to front ads

By John Reynolds on Tuesday 5 November 2019

Digital Banking

Paul Troy says he will be “taking Monese to new heights globally in the fintech space”.

  Monese recruits marketer who signed up James Corden to front ads
Image source: Image provided by Monese

The man responsible for signing up actor and presenter James Corden to front a series of adverts has been appointed as the global Chief Marketing Officer of Monese.

Paul Troy, the former marketing director at and, will be responsible for leading strategic marketing for the banking app around the world in the newly-created role.

According to his Linkedin page, Troy said he will be working with Monese founder Norris Koppel "taking Monese to new heights globally in the fintech space".

Troy, who has also held senior marketing roles at Cadbury, Lloyds, Royal Mail, Sky and Barclays, is a high-profile figure in the marketing world.

Koppel said: "Paul is a highly experienced marketing leader with a proven track record of building brands. Monese has gone from strength to strength across Europe and we have cemented our position as one of the fastest-growing banking services across the continent. Paul’s experience and vision will build on the progress we have made and help push Monese forward during our next phase of growth in and outside of Europe."

Troy said: "This is a fantastic opportunity to work with a company that’s bringing banking services to a new generation of customers, whose dreams and ambitions take them all over the world. A generation who expect banking to be with them, wherever they may be."

Troy joined in 2015 and introduced Corden to front its marketing efforts.

Troy said the Corden-fronted ads had been among the best performing in the company's history.

But Troy's successor said the ads suffered from low brand recall and axed the Corden ads, after just over two years.

Troy is also credited with creating's You're so Money Supermarket campaign.

It is unclear if Monese has employed Troy to oversee a major TV advertising offensive.

Monese said it now has more than 1.4m signups, claiming that customer growth tripled in 2018 and that over 100,000 people are joining Monese, which provides bank accounts to people who can't show proof of address, every month.

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