Exness onboards gambling industry veteran Alfonso Cardalda

FX platform Exness has appointed Alfonso Cardalda, who has a colorful career across the gaming industry, as its newest Chief Marketing Officer, with immediate effect.

Mr. Cardalda will be tasked with managing the group’s global marketing capabilities based out of Cyprus. His mandate will focus on bolstering the firm’s brand strategy, its product marketing efforts, corporate communications, and digital marketing efforts. He will also lead Exness’ brand and customer acquisition initiatives to strengthen their position in the online industry.

Alfonso brings to the CMO role 11 years of B2C marketing experience, most recently serving in an analogues position at PokerStars Casino. He spent there 12 years and was instrumental in leading the igaming entity’s operations until he left this month.

Prior to PokerStars, Alfonso was head of content and social media at PokerNews, managing the gambling website on a daily basis. He has strong networks with local and international financial institutions, corporate clients and peers in the sector.

“I am extremely pleased to be joining a market-leading broker like Exness, not only because of its incredible trajectory of growth, but also because of its ethical approach to doing business. I look forward to discovering what we can achieve together and to being part of the brand’s further development and success,” Alfonso said.

Exness revealed it saw a record monthly turnover of $2.48 trillion in March 2022, with several new highs seen across its business metrics. The figure bested the previous all-time high set the previous month when it crossed the $1.58 trillion milestone.

The number of active clients has been also off the charts, having crossed the 300,000 mark for the first time in the group’s 13-year history.

Exness acquired its regulated UK license, an IFPRU €730K firm, back in 2016 to operate a CFDs brokerage business. The broker launched a mainly retail offering, which focused on CFDs in Forex and commodities. In light of an internal business decision to restructure its business and focus on other markets to grow their B2B operations, Exness decided in 2019 to close the retail business in the EU/EEA region, including in the UK.

At the time, Exness said that one of the reasons for the launch of its institutional business arm is the recent changes in the regulatory environment. Indeed, the retail FX market in Europe is becoming relatively challenging for many platforms, which is why many brokers are looking into new opportunities in the wholesale liquidity and clearing market.