The CMO Files: Oscar Nieboer, Paysafe Group
Human Resources

The CMO Files: Oscar Nieboer, Paysafe Group



Name: Oscar Nieboer

Organization: Paysafe Group

Job title: Chief Marketing Officer

Location: Canary Wharf, London, United Kingdom


  1. Where were you born and raised?   
    Born in London but raised in the beautiful Sussex countryside.
  2. What was your first job?  
    I started out as a graduate account trainee at Ogilvy & Mather, in London. A great start!
  3. What was the first product you got really excited about?
    That would have to be Compaq computers. Breakthrough, high power, high performance and innovative computers. Compaq was really the first disruptive force in computing and IBM in particular.
  4. Who has been the biggest influence on your career?
    Stephen Carter, or Lord Carter as he's now known. He was my boss at J Walter Thompson. He taught me a very good lesson that I use to this day – don’t let your boss be quality control. He set the bar very high. I use the same phrase now. When you bring work into the room, it has to be as good – if not better – than what your boss would do themselves. It has to be outstanding.
  5. What has been your greatest achievement?
    I remain fond of being part of the team that won the second lottery license as part of Dianne Thompson’s Camelot bid team. I wrote the marketing plan that played a small part in this win.
  6. What has been your biggest mistake?
    I’m too impatient. I wouldn’t say it’s a past mistake either. I’m still working on it.
  7. What is your greatest strength?
    I’d say formulating a vision and strategy from imperfect information and data. I’m good at making a leap. Envisioning a destination, for a new possible future. And making that believable and credible. Then leading towards that.
  8. What is your biggest weakness?
    I’m my own worst critic.
  9. What do you think is the aspect of your role most neglected by peers?   
    Too many people think marketing is about nice creative. Actually, marketing is about growth. To sit at the boardroom table, marketing must be about numbers, strategy, creativity, but above all growth. Stephen Carter was the first to lift my sights in that respect.
  10. Which word or phrase is your mantra and which word or phrase makes you squirm?
    My mantra would be – “we’re all in a war for relevance”.
    The phrase I hate would have to be “that begs the question”. It drives me nuts. People use it to mean ‘that raises another question’ when it actually means that you’re assuming the conclusion of an argument.
  11. What makes you stressed?
    Not having the numbers and data.
  12. What do you do to relax?
    I like to build things and make things – woodwork, DIY – I go to my shed and make furniture.
  13. What is your favorite song?
    I refuse to be drawn to a single answer! The world is too big.
  14. Which book taught you most?
    Crossing the Chasm by Geoffrey A. Moore, which is about how new technology spreads through society and disperses across different audiences.
  15. Do you have a team or sport that you follow?
    Manchester United. Who else?
  16. Which country would you like to work in?
    Perhaps the U.S. or Canada. Or Australia. For the work-life balance and outdoor living.
  17. Which company do you think has the best marketing?
    From a brand perspective, I’d have to say the BBC, which continues to market itself brilliantly in difficult and challenging circumstances. Fragmentation, funding, the sheer volume of channels. The way they present and maintain the brand is masterful.
  18. What do you love most about your job?
    Creativity, strategy and numbers. And the combination and intersection of those things.
  19. What is your favorite book?
    Most recently it would be To Rise Again at a Decent Hour, by Joshua Ferris. It’s very funny.
  20. What keeps you awake at night?
    Very little, really. When the light goes off, it all goes off.


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