OFX Appoints Liz Lord as Chief Marketing Officer to Lead Brand and Platform Expansion

WHY THIS MATTERS
OFX’s appointment of a new CMO signals a clear strategic shift—from a cross-border payments provider to a broader financial operations platform for businesses. As SMEs and mid-sized firms look to consolidate fragmented tools across payments, expenses and cash flow management, providers that can offer integrated solutions are gaining traction.

Bringing in senior marketing leadership at this stage highlights the importance of positioning and education. Many fintechs have expanded their product suites, but adoption often depends on how clearly that value is communicated.

OFX today announced the appointment of Liz Lord as its new Chief Marketing Officer (CMO), as the company accelerates its evolution from an international payments specialist into a broader financial operations platform for businesses.  

Liz joins OFX at a time of product expansion and demand from businesses seeking greater control over cross-border payments, spend and cash flow management. Liz will lead global brand, customer acquisition and go-to-market strategy across OFX’s expanding suite of business solutions.  

Liz brings more than two decades of experience in digital payments and financial services marketing. She previously served as CMO of PayPal Australia, where she led brand and commercial initiatives, and most recently ran a marketing consultancy business, advising businesses on growth strategy and customer engagement. 

“We are thrilled to welcome Liz at a pivotal moment in our evolution,” said Josh Goines, Chief Growth Officer. “Her track record of building standout brands and delivering commercial results, especially in digital transformation and customer acquisition, will be invaluable. It’s the right leadership at the right time.” 

Lord said the opportunity lies in helping businesses simplify the way they manage cross-border business payments and financial operations. “Many businesses still manage cross-border payments, cards and expenses in disconnected systems,” said Lord. “OFX has a clear opportunity to simplify that complexity. The combination of digital capability and human expertise is a genuine point of difference. My focus is to ensure customers understand the breadth of what OFX now offers and the practical value it delivers to finance teams.”

Under Liz’s leadership, OFX aims to drive adoption of its expanded business offering, which includes:

• Global Business Accounts for multi-currency holding, payments, and collections;
• Corporate Cards with real-time spend control and savings on currency conversions;
• Spend Management tools to automate expense tracking and reporting;
• Accounts Payable automation with AI-enhanced invoice capture and approval workflows;
• Seamless integrations with major accounting platforms like Xero and QuickBooks Online to reduce manual work and accelerate reconciliation.

FF NEWS TAKE
This is about repositioning as much as growth. OFX isn’t just adding products—it’s redefining how it’s seen in the market. The challenge now is clear: turning a payments brand into a full financial platform in the minds of customers.

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