FreedomPay Promotes Liesl Smith to CMO Amid Global Expansion
Event summary
- Liesl Smith promoted to CMO at FreedomPay, effective February 3, 2026.
- Smith previously served as SVP of Global Marketing and Communications since 2019.
- FreedomPay reports 50%+ marketing ROI YoY under Smith's leadership.
- Smith's team expanded capabilities from North America and the U.K. to 117 countries.
- FreedomPay connects to 48 acquirers and processors covering 90% of the global payment card market (excluding China, Russia, and Iran).
The big picture
FreedomPay's promotion of Liesl Smith to CMO underscores its focus on scaling marketing capabilities amid rapid global expansion. The move comes as the payments industry increasingly leverages AI and digital transformation to drive customer engagement and operational efficiency. With a portfolio of high-profile clients, FreedomPay aims to solidify its position as a trusted agnostic payments provider.
What we're watching
- Marketing Innovation
- How Smith will leverage AI and emerging technology partners to drive FreedomPay's marketing strategy.
- Global Scaling
- Whether FreedomPay can sustain its 50%+ marketing ROI as it expands into new international markets.
- Competitive Positioning
- The pace at which FreedomPay can differentiate itself in the crowded payments space.
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