Jillion
B2B Payments
Discover how I led Jillion to an early exit by driving rapid product-market fit and scaling a high-performance team
Through strategic market fit testing, brand repositioning, and key partnerships, I rapidly scaled the team and secured early traction that led to a successful pre-launch acquisition.
Background
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Jillion, a Gulf-based payments provider, aimed to capitalise on the rapid digitisation of payments across the UAE in a crowded market.
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Already privately funded, Jillion needed to establish early product-market fit and build credibility with potential partners.
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Early traction would highlight a valuable feature set, reassure partners on customer experience and its future commercial value.
Challenges
Unclear Market Focus
Jillion needed to determine the most lucrative segment in a fast-evolving payments market
No Product-Market Fit
Early-stage uncertainty meant testing was required to find the right product offering for SMEs.
Unproven Acquisition
The company lacked proven, scalable acquisition strategies, making beta-commercial testing difficult.
Market Fit Testing
We conducted rapid, iterative testing to define the ideal customer profile (ICP), using surveys, ad campaigns, and customer interviews.
We quickly validated Jillion’s updated brand positioning, value proposition and key messaging.
Brand Repositioning
Rapid learning allowed me to provide deep insight into Design. Our new identity resonated with mid-market growth firms looking to digitise their payment processes.
With a clean, modern visual identity, we positioned Jillion as an emergent digital payment leader.
Leadership & Hiring
I helped scaled the team from 10 to 40 by bringing in top talent from leading fintechs across emerging markets.
Despite low brand awareness, we were able to hire top talent who believed in the need and ability for payments disruption across developing markets.
Strategy & Execution
I led data-driven experimentation and rapid channel testing to redefine the Jillion brand. Swift iteration across marketing, product and sales, ensured early traction and key partnerships, positioning the company for a pre-launch acquisition.
Updated UX
Key Results
Pre-launch Sale
Jillion’s full rebrand, early traction and market-ready product positioning led to its acquisition by a competitor before launch, providing a significant exit for the founders.
2x Partnership Wins
I helped secure strategic partnerships with two leading UAE banks, which accelerated market entry and provided Jillion with critical early distribution channels.
Feature Launches
Launched key product features, including orchestration and QR pay. This enhanced Jillion’s attractiveness to buyers and positioned it as an emrgent innovator in the Gulf.
Why my approach worked
By leveraging rapid market fit testing, scaling a high-performance team, securing key banking partnerships, and delivering innovative product features, I positioned Jillion for early traction and a pre-launch acquisition.
Data-Driven Market Fit Testing
By rapidly conducting iterative testing through surveys, ad campaigns, and customer interviews, we quickly identified our ideal customer. This allowed us to find Jillion’s product-market fit early, providing the foundation for its success and eventual acquisition.
Agile Leadership & Team Building
I built and scaled a high-performance, cross-functional team from 10 to 40 members in under 9 months. This agile team structure enabled rapid execution of both product development and go-to-market strategies, positioning Jillion for early traction.
Strategic Partnerships for Early Distribution
By securing key partnerships with major banks, we established early market credibility and distribution channels that accelerated Jillion’s growth and made it more attractive to potential buyers. These partnerships played a pivotal role in the company’s pre-launch acquisition.
Innovative Product Features
We focused on building essential product features, such as payment orchestration and QR functionality, that directly addressed market needs. These innovations enhanced Jillion’s value proposition and were a significant factor in drawing competitor interest for acquisition.
My career in numbers
100%
Success rate
20
Years of marketing
6
Startup journeys
2
Founder exits
More success stories...
I have a decade of successful fintech and B2B SaaS growth projects delivered.
My approach works.
3x Revenue
Series A - fintech
B2B/2B Pensions
c. £3m ARR
UK
Pivoted from B2C->B2B & B2B2B via accountants.
Hired and trained new team & agencies in B2B demand.
60% CAC drop.
2x Revenue Target
Private Equity - SaaS
B2B, Recruitment, CRM
c. $20m ARR
UK, EU, APAC
Adapted ICP, demand engine, content for global markets.
Hired 20+ across marketing, inbound SDRs & interns.
Supported Successful PE sale.
10x Customers
Private - fintech
B2B2C, Banking, BaaS
c. £30m ARR
UK, EU
Full rebrand, demand engine, use cases & verticals.
Digital ABM & PR successes.
Hired new marketing team and ramped performance culture.
$0 -> $188m
Public - fintech
B2B2B, Payments, Banking
c. £50m ARR
UK, USA, SA
Launched the fintech platform.
Successfully proved banking, lending & payments use cases
Platform now 11% of revenue and a a $188m business.
How I accelerate growth at startups
As a fractional CMO, I uncover, tackle and overcome founders and VCs key growth hurdles.
You get the immediate experience and network of a 20 year, six startup, fintech and software marketing leader without the cost, risk or delay of an executive hire.
Services
Growth & marketing strategy
Positioning, messaging & targeting
GTM planning & execution
Content strategy, process & creation
Outbound strategy & RevOps
Building performance teams
Product marketing fit testing
Tooling, data, AI & Automation
"Julian built the most effective marketing team I have worked with in my career."
Roberta Rampazzo
MD of Account Management
Contis / Solaris