Lailayan Almasari - Asia’s 40 Under 2025

At the intersection of data, community, and emotion stands Lailayan Almasri, Chief Marketing Officer at FundingPips, shaping one of fintech’s most engaged global trading ecosystems. Blending analytical rigour with creative intuition, she has redefined how fintech brands earn trust—through clarity, education, and authenticity. Under her leadership, FundingPips’ user base grew from just over 7,000 in mid-2023 to more than 1.5 million in three years, driven by disciplined measurement and human-centred storytelling.

For Lailayan, marketing is about building living ecosystems where community, content, and product experience move together. Initiatives like the Egg Post and Hacked Rebranding Campaign showcase her ability to create emotionally resonant moments while balancing compliance, speed, and long-term brand equity. Guided by the philosophy of “built by traders, for traders”, she places education and real user experiences at the core of every strategy. Her transparency, cultural adaptability, and continuous learning prove that when trust leads, growth follows.

In an exclusive interaction with TradeFlock, she shares more about her work and journey.

How do you combine analytics and creativity to create effective, emotionally resonant campaigns?

I balance analytical rigour with creative intuition by grounding campaigns in data while letting storytelling drive emotional connection. At FundingPips, we design targeted digital funnels and community-led initiatives that actively involve users, reinforcing that the platform is built by traders, for traders. Metrics like user growth, retention, and engagement guide decisions and ensure measurable impact—reflected in our growth from 7,285 users in June 2023 to over 1.5 million in three years.

Creative intuition brings these insights to life. Campaigns such as the Egg Post and Hacked Rebranding initiative spark curiosity, inspire participation, and stay aligned with our brand values. This balance allows us to adapt messaging across markets while remaining authentic. Ultimately, success lies not just in numbers, but in the trust, loyalty, and inspiration we cultivate in our global trading community.

How do you deliver fast, trustworthy marketing that drives long-term growth in fintech?

In a fintech startup, speed is essential, but it cannot compromise trust or compliance. I design fast-moving marketing strategies grounded in clear principles, strong governance, and modular execution, enabling teams to act quickly without losing credibility.

Education-first communication, transparency, and real user experiences are non-negotiable, ensuring rapid campaigns strengthen trust. Compliance is embedded early through cross-functional collaboration, removing bottlenecks and enabling confident launches.

For long-term growth, I focus on scalable frameworks—repeatable funnels, research-driven initiatives, and adaptable content that can be localised consistently. Continuous testing, real-time data feedback, and team alignment allow us to move fast while safeguarding brand equity, retention, and lifetime value, making marketing both agile and sustainable.

What trends should marketers embrace to stay relevant, and how do you prepare for them?

Over the next decade, marketers must prioritise trust and clarity over noise. Audiences are more informed and selective and respond to honesty, transparency, and brands that deliver genuine value. Reviews, feedback, and authentic experiences now drive credibility.

Marketing is evolving from isolated campaigns to living ecosystems, where community, content, partnerships, and product experiences work together. Real-time interaction and human storytelling are as crucial as performance metrics. While technology and AI will shape the future, responsible use will determine whether brands build meaningful connections or lose trust.

I stay prepared by remaining curious—learning continuously, testing platforms early, engaging in industry dialogue, and studying human behaviour to create real impact.

How have customer expectations evolved, and how do you maintain brand relevance?

Customer expectations in fintech have shifted sharply toward transparency, authenticity, and education. Today’s users are informed, sceptical, and expect brands to earn trust before engagement. At FundingPips, we prioritise real user experiences, genuine growth stories, and education-first communication—staying true to our philosophy of being built by traders, for traders.

Operating across diverse markets highlights the importance of cultural adaptability, data-driven insights, and strong community engagement. I track trends, test emerging platforms, and engage in industry conversations to stay ahead of change. Backed by research-driven, collaborative teams, we translate evolving expectations into campaigns that are credible, emotionally resonant, and globally relevant. Transparency, continuous learning, and meaningful engagement guide our approach to lasting brand relevance and measurable impact.

How do you align teams around a shared brand vision, and what challenges arise?

One of fintech’s biggest challenges is aligning teams with differing priorities and risk perspectives. Marketing, product, trading, compliance, and community teams often view decisions differently, which can fragment messaging. I address this through continuous, two-way communication, reflecting our promise to users to listen and deliver.

Alignment is reinforced via shared initiatives—live trading sessions, educational programmes, media collaborations, and global expos—helping teams connect efforts to real outcomes. Demonstrating how trust-led content drives engagement unites teams around a shared brand vision and long-term growth.

POWER PROFILE CARD

Age: 31 years
Country: Jordan
Industry/sector: Fintech
Awards & recognition: Forttuna Global Excellence Awards 2024 — CMO of the Year (UAE Marketing); Forttuna Global 100 Legacy Makers Recognition 2025 – Global; Golden Women Award 2025 — Top 100 Women Leaders (Middle East); Women’s Tabloid Leadership Awards — Best Woman CMO – Fintech 2025
Inspiration/Motivation: Driven by self-belief, creating a legacy for my daughter, and making a global impact.
Define yourself in 5 words: Empowering, resilient, strategic, impact-driven, and influential.