Cristel Lee Leed is the global Group Marketing Director for IG Group. IG Group is a global fintech providing its clients with cutting edge online trading platforms and products to unlock the global financial markets. IG Group includes the IG, IG Prime, tastytrade, Spectrum and DailyFX brands. At IG Cristel works with the key brands and has responsibility for a team of over 125 people based around the globe, who lead on in-house creative and production working out of Johannesburg, London and Krakow.
Along with leading the in-house agency for IG's marketing across APAC, Europe and North America, she also leads IG's group strategy on content, social media, marketing intelligence and CRM.
Prior to IG, Cristel has been a CMO / Director for Yolt (by ING), Nutmeg, WWF-Australia, giffgaff, Lulu.com, Virgin Media / NTL.
Cristel's focus on driving brand impact, customer growth and sustainable business value has been evident throughout her career. From her early days growing Onetel to a national brand with over 1m customers as the UK's first triple play telco, to launching and scaling up 'Best New Brand' giffgaff with a marketing team of just 5, to gaining over 1m users in Europe for app only fintech Yolt.
She has won numerous awards by leading her teams and agencies to create impactful campaigns recognised with industry awards such as The One Show, Asia Spikes, LIA's, Webby's, Ad Fest, Epica's, D&AD's and The Marketing Society UK for outstanding achievements in marketing excellence, TV, social, re-brands and brand launches, UX and digital design.
As CMO of WWF-Australia, Cristel led campaigns focused on the threats to the Great Barrier Reef, endangered species and climate change, and was honoured to lead the build and delivery of the world's first digitally immersive WWF branded visitor attraction featuring the species of, and threats to, Antarctica and the Southern Oceans.