London FinTech Paddle has appointed a high-profile CMO following a milestone year.

The provider of payments infrastructure for Software-as-a-Service companies has turned to Andrew Davies as the company continues to build out its leadership team to pursue its global ambitions. 

Davies brings significant experience of shaping fast-growing B2B tech businesses, having led and advised on marketing strategies at multiple startup and scaleup software businesses.

In 2021, the company’s total revenue processed exceeded $1 billion and the business more than doubled its revenue growth.

Davies joins Paddle from digital experience platform Optimizely where he served as VP corporate marketing and was responsible for leading the company’s global demand, digital and brand teams. Previously, he was CMO of Idio, the B2B personalisation  platform he co-founded, which was acquired by Insight Partners in 2019. 

Davies has also served as a non-executive director for innovation consultancy Ninety as well as advising, supporting and investing in early-stage startups, and teaching two marketing courses for the Sales Impact Academy. 


“2021 was a fantastic year for Paddle as we continued our rapid expansion, reaching the milestone of $1bn total revenue processed through the platform, and exceeding 3,000 customers globally,” said Christian Owens, CEO and co-founder.

“However, we know there is so much more we can do. We have an enormous opportunity to deliver the payments infrastructure that SaaS businesses need to scale and fulfill their own growth potential. We are delighted to have Andrew join as another stellar hire for our leadership team as we look to achieve even more in 2022.”

Pivoting your business into a SaaS-based model

Davies added: “I quickly fell in love with the team, ambition and proposition at Paddle, and am thrilled to be joining at this critical stage of growth.

“Having been a SaaS founder, I know the pain and distraction of compliance and reporting as you grow. Paddle solves so many complex payments infrastructure challenges in one platform, allowing startups and scale-ups to focus on their growth journey – from founding to IPO. 


“This ability to assist and accelerate growth at thousands of software sellers gives us both enormous potential for scale and a fantastic story to tell. I can’t wait to get started.”