Susan Bennett, Head of Global Marketing at Tradeweb, won Excellence in Marketing at Markets Media’s 2025 European Women in Finance Awards. We caught up with Susan to learn more.

Susan, how does it feel to receive the Excellence in Marketing award this year?

It’s incredibly exciting to see marketing recognised in this way. Too often, marketing operates behind the scenes, so having this category and being acknowledged for our contribution to Tradeweb’s success means a lot. I’m thrilled not just for myself, but for my entire team, who put so much creativity, thought and care into everything we do. This award really reflects their commitment and the impact of our collective efforts.

What strategic or creative decisions do you think were pivotal to your success?

Throughout my career, I’ve always tried to push boundaries – to test new ideas and take creative risks that sit slightly outside the expected norms of financial marketing. Tradeweb’s story is one of innovation, and it’s been important for us to communicate that in fresh, bold ways. Strategically, the key has always been surrounding myself with the best team. I’ve had the privilege of working with people who are passionate, inventive and unafraid to challenge convention.

Together, we’ve redefined how our brand shows up – from the global #OnTradeweb campaign seen across London and beyond, to rebranding major acquisitions like Yieldbroker as Tradeweb Australia, and humanising the brand through initiatives such as Meet the Tradeweb Team and Two Truths and a Swap. Most recently, we introduced a refreshed company logo and visual identity – a key milestone in uniting all our businesses under one global brand: Tradeweb. This evolution reflects not just where we are today, but where we’re heading as a cohesive, innovative firm with one shared vision and purpose.

All of this stems from a belief that marketing shouldn’t be boxed in, even in finance. When you encourage creativity and trust your people, you get remarkable results.

What advice would you give to young professionals seeking to enter marketing within finance?

Financial marketing might not always seem as “glamorous” as other industries, but it’s evolving rapidly. The role of marketing within finance is becoming more dynamic, more digital, and far more visible than it was when I started.

My advice would be to not be afraid to think differently. There’s huge opportunity to reshape how financial brands communicate – to inject creativity, personality, and authenticity. Learn your company and products inside out, because great marketing starts with understanding the business deeply. And most importantly, always look for ways to differentiate – to make your brand stand out in meaningful ways.

Who would you like to thank for their collaboration or mentorship?

I’ve been fortunate to have both incredible managers and outstanding teams throughout my career. My success is very much a reflection of the people I’ve worked alongside, including those who’ve mentored me, challenged me and helped me grow, and those who’ve worked for me and made our shared vision possible.

Marketing is most powerful when it has a seat at the table and I’m grateful to my colleagues and leadership at Tradeweb who’ve championed that perspective and supported our team’s role in shaping the firm’s identity.

What capabilities or approaches have most shaped your leadership in marketing?

For me, leadership starts with integrity and recognition. It might sound like a given, but I make a point never to take credit for other people’s work. I believe in celebrating my team loudly and ensuring their contributions are visible to senior leadership and across the company.

When people feel seen and valued, they do their best work and that’s been a cornerstone of my leadership approach. At the same time, I’ve always tried to lead with empathy and transparency, especially as our team has grown globally. Marketing thrives on collaboration, and I see my role as creating the environment where great ideas and great people can flourish.