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Backbase announces Mark Appel as new CMO

Appel brings tech and growth experience from Wolters Kluwer, Exact & CM.com

Backbase, the global leader in Engagement Banking, announced the appointment of Mark Appel as Chief Marketing Officer today. Appel will lead Backbase’s marketing organization, bringing over 30 years of experience with technology and growth companies such as Apple, Twinfield (acquired by Wolters Kluwer), Exact Software, and most recently, CM.com.

As Chief Marketing Officer of CM.com, Appel nearly quadrupled revenue over a little less than three years, while growing the marketing team from 10 to 80 people. In his prior role at Exact, Appel oversaw the transition to SaaS and grew the business tenfold during his 8-year tenure. As CMO of Backbase, Appel will be responsible for supporting the continued growth that has seen Backbase eclipse €200 million in revenue and be named to the 2022 CB Insights’ Fintech 250 list.

I’m excited to bring my experience to Backbase as we pursue our ambitious purpose to improve the daily financial lives of 10% of the world’s population. I look forward to building structures that will continue to drive brand recognition and amplify demand generation at Backbase”

Mark Appel,
CMO at Backbase

Appel’s appointment adds to the depth of Backbase’s leadership team, following the recent addition of Markwin Geneste as Chief Commercial Officer and Roland Booijen as General Manager of Ecosystems, in 2022. These additions, along with Motive Partners joining as an investor in June, continue the pace of professionalization as Backbase grows and matures.

Mark’s curiosity for new technologies and inspirational leadership will build on the foundations to rejuvenate our marketing team as a high-performance revenue engine for Backbase. Mark represents Backbase’s core values of craftsmanship, entrepreneurship, and can-do, and I’m delighted to work with him.

Jouk Pleiter,
Backbase Founder and CEO



Press Contact

Will Haskins
[email protected]