Author

Hacina Smaini

Hacina is the Head of the marketing department, she looks after direct acquisition of businesses as well as customer retention, re-engagement and providing marketing support for the accountants.

Hacina Smaini

Hacina Smaini is the Head of Marketing at Capitalise, where she leads strategic initiatives across customer acquisition, retention, and re-engagement, helping UK small and medium-sized enterprises (SMEs) take control of their business finance and access funding.

With over ten years of experience in Fintech and Financial Services, Hacina is a seasoned marketing leader known for driving growth through digital strategy, performance marketing, and customer-centric campaigns.

Previously, she was Head of Marketing at iwoca Deutschland, the German division of the London-based Fintech lender. There, she reshaped the company’s marketing strategy, built the function from the ground up, and significantly increased digital revenue. An entrepreneur at heart, Hacina also founded Yem’a Paris, a sustainable vegan restaurant in central Paris. Before that, she held senior investment advisory roles at Leonteq Securities, Société Générale, and Natixis, specialising in cross-asset structured products and hedge fund solutions.

Hacina holds a Master’s 2 degree in Finance from Audencia School of Management, studied at Georgia State University J.Mack Robinson Collegue of Business, and holds the Investment Management Certificate (IMC) from CFA UK.

Fluent in French, English, German, Spanish and Arabic, she brings a global perspective and is recognised for her empathetic leadership and passion for scaling mission-driven businesses.

Professional experience 

Education