tml Partners demonstrate their expertise and knowledge in the Fintech sector as they partner with high growth start-up ARQ

Case Studies

We are proud to have appointed both an Interim CMO and full-time marketing manager at ARQ, an exciting wealth management fintech firm.

These days wealth is held in a variety of forms whether it’s cash in the bank, property, bonds, shares or alternative investments. Managing this can be quite difficult and most importantly growing it can be harder. Financial expertise coupled with technology is making this possible and managing and growing wealth has never been simpler.

ARQ provide a wealth management app which enables customers to control their finances anywhere, at any time. Their tech-driven solution allows individuals to control, manage and grow their wealth in a simple and transparent way by providing metrics, data and insights so you can track and monitor your investments. They are an early stage start-up with years of financial services experience behind them that are looking bring independence to wealth management industry, driving greater social impact.

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tml Partners first connected with the CEO, Manish Vekaria and COO, Gary Skovron in 2020 but at the time ARQ were not ready to invest in marketing. Like with many start-ups, it was critical for them to bring in the right level of marketing expertise at the right time. They got back in touch in 2021, looking for advice and guidance from our specialists at tml Partners on how they could best utilise their budget to build bring in a balance of marketing capabilities.

It was clear that ARQ needed day to day campaign planning and executional support in the first instance to engage existing customers through email and content, and also deliver on acquisition and brand awareness. Whilst this person would need to be an experienced and ambitious marketing rising star, there was also a need for a commercially driven, strategic marketeer who could drive longer term strategy for the re-launch of the platform, someone to act as a trusted marketing advisor to build out the function in the longer term. As such, tml Partners advised ARQ that an Interim CMO solution would be the best fit alongside a manager level permanent hire.

Malisha Patel of tml Partners worked alongside the CEO and COO to understand their needs, their ambitions as a business, and what they were hoping to achieve. With her expertise in the sector and strong financial services and fintech marketing network, Malisha was able to introduce a shortlist of profiles for both roles and successfully appointed Jazzmine Quashie as Marketing Manager and Laura Woolfenden as Interim CMO.

Jazzmine has excellent tactical marketing experience within Financial Services. Prior to joining ARQ she was leading and executing end to end marketing campaigns at EuroMoney for clients such as HSBC but also fintechs such as Banking Circle. She demonstrated outstanding content planning experience, is able to write engaging copy as well as driving direct marketing (email) and social media campaigns. She built up great confidence early on in her career and demonstrated ability to work autonomously from her time at PIMFA where she was the only marketer. She was immediately able to build a good rapport with the business and was clearly an excellent cultural fit with the resilience to drive day to day marketing in the business.

Jazzmine was on-boarded in May 2021 and has been able to settle into the role, enjoying the flexibility and agility of being a small start-up:

“Working with Malisha was seamless. She takes the time to get to know you and your strengths, and is a real support throughout the interview process. It’s infrequent to find someone who genuinely has your best interests in mind, will definitely work with Malisha again in future.”

Jazzmine Quashie, Marketing Manager, ARQ

As Jazzmine was being on-boarded Malisha kicked off Interim CMO interviews. As part of the process, Jazzmine was able to meet the preferred candidate to ensure they would work well together to develop the long-term marketing direction for the business.

In June 2021, Malisha successfully place appointed Lucy Woolfenden as a part-time CMO on an initial 3-month contract.

Lucy is an impressive and well regarded fractional CMO in the start-up world. Through her expertise in developing and delivering growth, brand and go-to-market strategies, she is able to empower tech driven start-ups to scale-up their businesses. In Jan 2020 founded ‘The Part-Time CMO’ through which she is able to offer her consultative services. She has worked with brands such as Starling Bank and Yolt, and more recently has been supporting other exciting brands such as Wollit, Nuggets and Keepabl. Outside of her commercial projects, Lucy takes on Pro Bono work as a mentor through London & Partners and Tech Nation.

After meeting with Manish and Gary, Lucy was immediately able to identify what they needed and quickly came up with a Scope of Work document which took into account their priorities and budgets. Lucy was on-boarded quickly and has already completed 3 weekly workshops and is working with Jazzmine to bring the marketing strategy to life.

“We chose TML Partners as we wanted confidence we were employing the services of a Specialist Marketing firm. They didn’t disappoint. Both Emma Morrison and Malisha Patel were attentive even though they had far bigger clients. They took time to listen to our requirements and to understand our work culture. Delighted with our hire, Jazzmine, from a list of high-quality candidates”.

Gary Skovron, COO, ARQ

tml Partners is an international executive marketing recruitment firm specialising in board level appointments across marketing, business development and corporate communications. Malisha Patel is currently partnering with high-growth clients in financial services, namely in fintech and payments, to support the best in class development of in-house marketing, product and digital teams.

To learn more about how Malisha and the team at tml Partners can support the growth of your marketing function please get in touch at malisha,


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