Skrill
Skrill is a global digital wallet used by millions to move money instantly across gaming, FX, crypto and cross-border payments.
As the business expanded beyond money transfer, the brand needed to reflect its broader role. I led the repositioning of Skrill, evolving the identity and experience to reflect a global digital wallet serving 7.6 million active customers worldwide.
For Money Movers and Makers
The new positioning, For Money Movers and Makers, reframed Skrill around speed, control and trust in real-time digital payments.
• Directed the rebrand across creative, product, marketing and content.
• Aligned sales and executive leadership behind the repositioning.
• Embedded the shift across the organisation and prepared the brand for global rollout.
Brand, Product & Operations
I built a creative squad structure designed to flex to business needs and scale with pace. Working across product and marketing under a shared direction, the team embedded the repositioning consistently across communications and product experience.
• Campaigns ran across OOH, social, TV and celebrity partnerships alongside major product evolution.
• Redesigned the website and app, expanded capabilities and launched Knect rewards.
• Strengthened in-house capability and reduced reliance on external agencies.
The result: a more coherent, scalable experience across brand and product.
Strategic Partnerships
The repositioning extended into high-profile ambassadors and sports partnerships to scale awareness and reinforce Skrill’s relevance in fast digital payments.
• TV campaign featuring actor and singer Diego Boneta drove growth across key US–Mexico corridors
• Four-year partnership with AC Milan as the club’s official payment partner
• Exclusive fan experiences and targeted campaigns to deepen engagement
• High-impact brand presence at San Siro to increase visibility and accelerate customer growth
Impact
The rebrand repositioned Skrill from a money transfer tool to a high-velocity digital wallet built for cross-border customers.
• Unified payments, crypto, rewards and prepaid services into a focused platform serving 7.6 million users worldwide
• Clarified Skrill’s role in a highly competitive fintech market
• Aligned brand and product to strengthen adoption, differentiation and long-term growth
