Najlaa Taqi-Eddin has been a C-suite leader on the cutting edge of Fintech digital marketing for more than 25 years. Born and raised in San Francisco, her trademark customer advocacy and serial entrepreneurship skills have helped launch and scale 25+ products for Fortune 500, FTSE 100 and disruptive Fintech start-up businesses around the world.

In the late 1990s, Najlaa moved to the UK to launch a new credit card business as CMO for Providian Financial. Shattering expectations, it sold within three years to Barclays for a 20% premium. She stayed in the UK, joining Barclaycard for a year. Then moved onto GE Consumer Finance in a dual role as UK CMO and MD of GE Money Direct, where she was responsible for running the retailer branded store and credit cards portfolio of 10million customers with £2.5billion in assets. Moving on, Najlaa joined Cashplus, a leading challenger to UK banks, and launched the first instant-use online business current account, scaling the customer base 14-fold to 1.4+million during her tenure.

Najlaa was honoured to join the Board of Trustees at Dreams Come True in August 2019. She is passionate about transferring her business skills and experience to work with her fellow Trustees and the Dream Comes True leadership team to support such an important and noble cause.