In this episode of the Financial Marketing Insights podcast, we spoke with Ruya Niazi, Head of EMEA Marketing, Payments, J.P. Morgan, to explore her dynamic career and the evolving role of marketing in one of the most fast-paced sectors of financial services.

From her early days as a financial journalist to her current leadership role, Ruya’s journey reflects a deep commitment to storytelling, strategic thinking, and empowering teams across borders.

From Journalism to Global Marketing Leadership

Ruya’s career began at Interactive Investor, where she transitioned from part-time social media work to full-time journalist covering the FTSE 350. Her early exposure to financial storytelling laid the foundation for roles at Aberdeen Asset Management and JP Morgan Asset Management, where she expanded into many areas including PR, video, brand campaigns, and acquisition marketing.

Now, as Head of EMEA Marketing for J.P. Morgan Payments, Ruya leads a team of direct reports and brings together a cross-functional team spanning brand, campaigns, business intelligence & analytics, and creative strategy by example to deliver against regional priorities. Her role bridges strategic oversight with hands-on execution across a vast and complex region. As she puts it:

“I absolutely love the role that I have and can see how all those pieces in my career have coalesced in an opportunity to bring it all together. Marketing is very much valued in our payments business, and we have an active role in bringing together product, commercialization, the chief administration office, and more.”

Asking the Right Questions - and the Uncomfortable Ones

Ruya believes that great marketing starts with asking the right questions - even the ones that stakeholders might prefer to avoid. “We need to be comfortable challenging assumptions,” she said, emphasizing the importance of uncovering white space and aligning marketing efforts with business impact.

Rather than acting as order takers, Ruya encourages marketers to educate internal stakeholders and transform ideas into scalable, measurable campaigns. “Everything goes into the ideas bucket,” she shared, noting that even a simple white paper can evolve into a multi-channel digital experience with the right strategic lens.

Scaling Across EMEA: Localization Meets Global Strategy

Covering both financial institutions and corporates across EMEA, Ruya’s team navigates a complex landscape of regional nuances and global expectations. From fintechs to insurers, healthcare to natural resources, her remit spans a wide array of sectors and audiences.

To refine their approach, J.P. Morgan Payments conducted in-depth research across markets like France, the UK, and the UAE. “We’re listening to our audiences - qualitatively and quantitatively - to tailor messaging and optimize impact,” Ruya explained. The goal: to move beyond silos and activate content that resonates across borders.

Campaign Highlights: Creativity and Cultural Relevance

Two standout previous campaigns illustrate Ruya’s marketing philosophy. At Aberdeen, she led a whimsical yet educational content series called “Fixed Income Fables - the Seven Deadly Sins of Multi-Asset Investing”, complete with voiceovers from Joanna Lumley and hand-drawn illustrations. “It was a beautiful creative project that built continuity and engagement,” she recalled.

More recently, her team launched J.P. Morgan Payments’ first paid media campaign in the UAE, featuring bilingual content in English and Arabic. “The Arabic ads are resonating more,” Ruya noted, highlighting the importance of local language and culturally tailored visuals. The campaign included custom photography and regional stakeholder engagement, demonstrating how global brands can connect meaningfully with local audiences.

Trust, Agility, and the Role of Marketing in Payments

In a sector defined by trillions in daily money movement, marketing must balance agility with responsibility. “Payments is extremely dynamic,” Ruya said. “We’re the oxygen of the global economy.” With AI, APIs, and geopolitical shifts reshaping the landscape, marketers must remain nimble while upholding trust and transparency.

Security, fraud prevention, client visibility and control are all top concerns across the industry - whether for treasurers managing liquidity or consumers receiving insurance payouts. “We help our clients be the best institutional company they can be for their end clients,” Ruya emphasized.

Giving Back and Building the Next Generation

Beyond her day job, Ruya is passionate about mentoring and inclusion. Inspired by her mother’s ambition and leadership, she now guides team members across experience levels and supports initiatives like Women of the Future and Women in Payments.

“I’ve reached a point in my career where I can give back,” she said. Whether through storytelling, strategy, or simple acts of kindness, Ruya believes in building a personal brand rooted in empathy and generosity.

Her advice to young professionals? “Careers are long. Enjoy the journey, celebrate the milestones and don’t rush the goalposts.”