CMC Markets | Branding Case Study

Written By Erika Opali

Premium and B2B Segments

I was appointed on a maternity leave contract to lead marketing for the Premium and B2B segments, which collectively represent approximately 70 percent of total revenue for CMC Markets.

These segments operated under a sub brand called Alpha. Early in my tenure, it became clear that Alpha lacked a strong and coherent brand identity and was widely misunderstood both internally and externally. The positioning, messaging, and visual language were inconsistent, resulting in confusion around the value proposition and the role of Alpha within the broader CMC ecosystem.

I initiated a comprehensive brand audit to assess positioning, messaging, tone of voice, visual consistency, and audience perception. This audit highlighted fragmented brand assets, unclear differentiation, and a lack of alignment between sales, marketing, and product teams.

Based on these findings, I led the development of a new brand positioning for Alpha, including a refined value proposition, revised tone of voice, and a clear messaging framework. I delivered a full suite of brand guidelines covering branding principles, content creation, sales presentations and onboarding communications. This ensured the brand was presented consistently and confidently across all touchpoints and was clearly understood internally.

From a go to market perspective, I restructured the paid media strategy to avoid confusing lead acquisition at the lower end of the funnel. Instead, Alpha was repositioned as an aspirational, top tier brand within the CMC ecosystem, designed to inspire progression among existing clients while reinforcing premium credibility with prospective audiences.

To support this positioning, I introduced a structured events calendar with continuity and recognition across the year, building familiarity and trust among high value prospects through consistent, premium experiences.

Results

  • FY 2027 marketing strategy for Premium and B2B segments

  • Clear and consistent brand guidelines for Alpha

  • Strong internal alignment and understanding of the brand’s role and value

  • A simplified and aspirational premium brand architecture within the CMC Markets ecosystem

Erika Opali
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