Monzo Appoints First Ever Chief Marketing Officer

Monzo has appointed AJ Coyne, formerly the bank’s Vice President of Marketing, as its first ever Chief Marketing Officer. 

The move is set to reflect AJ’s expanded responsibilities as the bank continues to see a fast rate of growth – with Monzo seeing a 25% increase in total users to 15.2bn. 

Discussing the appointment on LinkedIn, AJ said that while he was “lucky enough,” to be doing the Chief Marketing Officer role for some time, “making it official matters”. 

“Marketing is more than campaigns,” he said. “It’s one of the ways we bring our mission to make money work for everyone for our customers every day. And because of that, it’s become a real driver of growth, creativity, culture and customer connection across the company.”

Financial marketing experience

AJ has several years of marketing experience in the fintech space.

Before joining Monzo as Vice President of Marketing in 2024, he spent close to four years at Klarna, first joining as Head of Marketing before progressing to Vice President of Global Brand and Creative, and then Vice President of Consumer Marketing across 35 countries. 

In these roles, he managed marketing and communications, leading brand strategy and activation globally – overseeing full-funnel, brand building and growth initiatives. 

Since joining Monzo, he has helped grow the brand by focusing on customer-centricity, telling Creative Salon that creativity is key for Monzo’s growth and development. 

“Creativity is the thing that allows us to stand out,” he said. “Whether it be from those who remember 11 years ago in Victoria Park, the hot coral moment card through to the wonky saving challenges before the start of the year, it's about finding real problems and solving them in real time.”

Monzo has grown to more than 15 million customers since AJ joined in 2023, became the first financial services brand to win Brand of the Year at The Marketing Society, and even launched "The Book of Money,” a Sunday Times bestselling guide to personal finance.

“None of that happens because of one person,” AJ said. “It happens because of brilliant people who care deeply about the work, each other, and building something meaningful together. The standards are incredibly high here, but so is the generosity, ambition and belief in what Monzo can become. That’s what makes the work special.”

A ‘pivotal moment’ for Monzo

This appointment comes at a “pivotal moment,” for Monzo, AJ says, as the brand continues to see significant growth – including its launch in Ireland and Spain. 

The company launched its annual results in May, revealing a 39% increase in revenue, from US$1.6bn (£1.2bn) to US$2.28bn (£1.7bn). 

In 2023, its annual revenue was just US$476m (£355.6m) – showing significant growth in a relatively short period of time.

Monzo also saw a 26% increase in monthly active users, and a 49% increase in monthly active users who use Monzo as a primary bank. 

“We've delivered strong, profitable growth while investing in the foundations that will power our future,” said Diana Layfield, CEO of Monzo. “Millions of customers are choosing Monzo for more of their financial lives. 

“We're building on that momentum by delivering more category-defining products for personal and business customers, continuing to grow in the UK and bringing Monzo magic to Europe in a way that feels truly local from day one. 

“Our mission to make money work for everyone is more relevant than ever, and the opportunity ahead has never been greater.”