OFX, a global financial technology company, just named Liz Lord as its new Chief Marketing Officer. This is a notable move as OFX aims to strengthen its position as a go-to financial operations platform for businesses that work across borders. By bringing Lord on board, OFX is doubling down on its push for growth, sharper brand messaging, and a bigger global footprint in the crowded fintech space.

Liz Lord isn’t new to this world. She’s spent more than 20 years in financial services, payments, and commercial marketing. If you know PayPal Australia, you probably know her, too—she served as their Chief Marketing Officer, leading everything from brand makeovers to new customer campaigns and key partnerships. Her career includes working with massive global organizations and in advisory roles, giving her that rare mix of hands-on smarts and big-picture thinking.

OFX’s Journey and Shift

OFX started back in 1998 in Sydney, mostly as a trusted partner for people and companies needing international payments and foreign exchange. Over the years, they’ve built up a solid reputation and expanded to support clients all over the world with straightforward, reliable cross-border payment solutions.

But things have changed. OFX isn’t just sticking to its roots—it’s evolving into more of a financial operations partner. Now, the company offers a lot more than just currency exchange. Their services help businesses manage everything from multiple currencies and corporate cards, to spend management tools and automated accounts payable. The idea is to give businesses—especially those operating internationally—a single, integrated solution that makes their financial workflows much less complicated.

This is exactly where Liz Lord comes in. Her main job will be to make sure global audiences understand what OFX now offers and why it matters.

Leadership with Payments Expertise

Lord’s background feels almost tailor-made for this moment. At PayPal Australia, she led brand strategy, data-driven marketing, customer engagement, and commercial campaigns—not just for consumers but for merchants, too. She’s known for her digital-first mindset and her focus on measurable results.

She’s also run her own consulting business, where she guided brands through marketing transformations and helped set up strategies for growth. This advisory role means she’s not just about execution—she’s used to aligning marketing plans with broader business goals.

At OFX, Lord’s reach will cover global brand strategy, demand generation, product marketing, and the whole customer journey. She faces a key challenge: bridging what OFX used to be (a payments company) and what it’s becoming (an integrated financial platform), especially for finance leaders and business clients.

Strengthening the Brand Narrative

If you look at fintech right now, the market’s packed, and getting noticed takes more than just a list of features. OFX’s reputation in international payments is strong, but today the company has to reposition itself as more than just a payment processor.

Check out what OFX offers now:
– Global business accounts that let companies hold and move money in multiple currencies.
– Corporate cards help track expenses and spending in real time.
– Spend management tools keep spending in check and support financial control.
– Automated accounts payable reduces manual work and speeds things up.
– Integration with accounting software ensures everything reconciles smoothly.

Basically, it’s about giving businesses a centralized suite of tools to manage financial operations—simplifying things in a world where complexity is the norm.

Lord will help turn this expanded lineup into a single, powerful story. She’ll focus on showing how OFX’s platform reduces operational headaches, increases transparency, and empowers finance teams to take control of global transactions.

Marketing as a Growth Engine

In fintech, marketing is front and center—it’s the engine that drives client acquisition and retention. Data, digital marketing, and sharp customer segmentation matter more than ever. Lord’s background fits perfectly. She’s all about performance-driven marketing that delivers real, measurable business results.

Her approach will bring strategic brand-building together with concrete growth tactics. It’s not just about telling a better story—it’s about combining long-term reputation with strategies that generate leads and keep customers coming back. She also gets the challenge of marketing across borders, with all the differences in regulations and customer expectations that come with it.

Building Trust in Global Finance

Trust is everything in financial services, especially for businesses moving money across borders. OFX has always highlighted reliability and transparency, and as its services expand, building and maintaining trust only gets more important.

Lord isn’t new to this, either. She’s spent years helping companies build trust through clear communication about security, compliance, and operational reliability. She knows how to talk about everything from data protection to regulatory credentials—the things global enterprises care most about.

Conclusion

Bringing Liz Lord on board signals a clear direction for OFX. The company is moving from a specialist cross-border payments provider to a full-scale financial operations platform. That shift calls for a leader who understands both marketing and the nuts and bolts of financial technology.

Lord’s deep experience in digital payments, branding, and strategy will help take OFX’s message to new markets and new heights. She’s expected to bring clarity to the company’s broader offerings and drive sustainable growth across different regions. For OFX, this isn’t just a top-level hire—it’s a big step in delivering integrated solutions that make life easier for businesses everywhere. With Lord leading the charge, OFX is set up for a new era—one defined by clear communication, stronger integration, and real long-term value for its clients.