Pepperstone, one of Australia’s leading retail FX and CFD brokers, has appointed Geraldine Goh as its new Chief Marketing Officer (CMO), marking a significant addition to its executive leadership team. The appointment fills the role left vacant since the departure of former CMO Tony Gruebner in 2024 and follows several key leadership changes within the firm.
What Happened: A Strategic Hire to Strengthen Global Marketing
Based in Singapore, Goh joins Pepperstone after a four-year tenure as CMO at Vantage, where she played a pivotal role in elevating the broker’s global brand through sponsorships, digital campaigns, and partnerships across Asia and the Middle East. Her background also includes senior positions at IG Group — where she served as Head of Marketing for Singapore and Emerging Markets (APAC) — and earlier roles at Citi.
The appointment underscores Pepperstone’s renewed focus on expanding its international reach and refining its marketing strategy amid intensifying competition in the global FX and CFDs industry. It also aligns with other leadership updates, including the appointments of Tom Williams as Chief Operating Officer (COO) and Rob Bowen as Chief Compliance Officer (CCO) in August 2025.
In a statement shared on LinkedIn, Goh expressed enthusiasm for the new chapter, writing: “Thrilled to share that I’ve joined Pepperstone as Chief Marketing Officer! After an incredible journey with Vantage, I’m excited to take on this next chapter with a brand that truly embodies performance, innovation, and progress — values that shine through in Pepperstone’s partnership with the Aston Martin F1 Team.”
Investor Takeaway
Why It Matters: Strengthening Brand Strategy and Global Positioning
With over a decade of experience in financial marketing and a strong record of driving regional expansion, Goh’s arrival comes as Pepperstone aims to further differentiate itself through performance branding and user experience. The company has increasingly leaned into high-visibility partnerships — notably with the Aston Martin Formula 1 Team — as part of its broader effort to associate its brand with precision, innovation, and speed.
Her experience at Vantage and IG provides deep insight into both the retail trader psyche and institutional marketing frameworks. Industry analysts note that Goh’s appointment could strengthen Pepperstone’s ability to craft unified messaging across its global markets, integrating community engagement, localized campaigns, and education-focused outreach.
In a fast-changing trading landscape marked by regulatory tightening and digital transformation, brokers are competing not only on spreads and technology but on brand trust and visibility. Pepperstone’s renewed focus on leadership and marketing strategy signals its commitment to staying competitive among top-tier global players such as IG, CMC, and eToro.
Investor Takeaway
Pepperstone’s Broader Leadership Transition
Goh’s hiring completes a trio of major management appointments within Pepperstone over recent months. The promotion of Tom Williams to COO and the onboarding of Rob Bowen as CCO reflect a clear internal focus on operational resilience, compliance, and scalability. Together, the new leadership lineup positions the broker for continued global expansion and operational refinement as market competition intensifies.
Pepperstone has grown into one of the most recognized CFD brokers globally, known for its low-latency execution, tight spreads, and client transparency. With over a decade of presence across Europe, Asia, and Australia, the company has built a reputation for technological sophistication and customer-centric service. Goh’s marketing leadership is expected to accelerate Pepperstone’s next phase of brand growth and digital outreach.
What’s Next: Driving Performance Marketing into 2026
Looking ahead, Pepperstone is expected to enhance its global marketing framework with a focus on performance-based campaigns, event sponsorships, and digital brand activations. The broker’s existing collaboration with Aston Martin’s Formula 1 team offers a strong platform for cross-market engagement, aligning financial performance with the excitement and precision of motorsport.