Global virtual payments platform, a Sabre company. B2B payments across corporate travel and beyond.
Brighton · United Kingdom
Nick Hinds
GTM and marketing leader for B2B SaaS and platform businesses.
I’m Nick Hinds. I lead go-to-market and marketing for complex B2B SaaS and platform businesses, turning technical products into clear positioning, scalable growth strategy and commercial momentum. I’m currently Global Marketing Director at Conferma, and I live and work in Brighton.
I trained as an engineer before I ever wrote a headline. That order matters. Twenty years on, the work is still mostly the same problem in different shapes: a company has built something genuinely capable, and almost nobody outside the building understands what it does or why it should matter to them. The technology is rarely the bottleneck. The story is.
What I do
Positioning and messaging that survives contact with a real sales team. Category strategy that gives a market the language to describe what you’ve built. Demand generation measured on pipeline rather than applause. And the unglamorous work of getting product, sales and marketing to describe the same company in the same words.
Most of that has happened in fintech and enterprise technology, through growth, rebrands, transformation and acquisition. At Conferma I reset the GTM operating model and rebuilt the team around unified motions, repositioning the virtual card platform across issuers, corporates and travel intermediaries, and leading global initiatives including Ditch the Fax and Connect Direct. At Forsta I led global marketing through the rebrand that defined the Human Experience category, and built the demand engine behind double-digit ARR growth into an $800M exit. At Visa I built product marketing capability across the commercial payments portfolio, and at Fraedom I ran global marketing through its $200M acquisition by Visa.
Platform businesses make all of this harder, and more interesting. When your product reaches the end user through someone else’s brand, you are marketing to partners, to their customers, and to a market that may not know you exist.
Where I’ve worked
2024 –
Global Marketing Director, Conferma
2021 – 24
VP Global Marketing, Forsta
Customer experience SaaS. Acquired by Press Ganey for $800M.
2018 – 21
Senior Director, Global Marketing — Commercial Solutions, Visa
Product marketing across the commercial payments portfolio, including Visa B2B Connect.
2012 – 18
Global Head of Marketing & Communications, Fraedom
Payment and expense management SaaS. Acquired by Visa in 2018 for $200M.
2005 – 12
Marketing roles at Accuity, Quantios, Kizoom, DMS Group
Payments data and compliance, financial services software, travel technology.
1998 – 2001
BEng Electronic & Communications Engineering, University of Birmingham