Episode 63: When Compliance Thinks Like a Marketer with Stacey Onyido at eToro
What happens when a compliance leader thinks like a marketer? In this episode, I’m joined by Stacey Onyido, Global Financial Promotions Oversight Manager at eToro, who shares how she’s changing the narrative around marketing compliance—from restrictive to strategic.
With 13+ years in the industry and a global role spanning social, influencer, and paid media channels, Stacey is rethinking how compliance can empower teams, speed up approvals, and help great ideas thrive responsibly.
We discuss:
- Why compliance professionals benefit from speaking the language of marketing and how Stacey is making that a priority
- The difficulty of managing regulations across multiple platforms and channels, including the rise of influencer marketing
- The impact of AI on content creation and the pressure it puts on compliance teams to keep up
- How a consumer-first mindset is shaping regulations globally, including the UK’s Consumer Duty
Show Notes:
- Be a guest on the COMPLY Podcast: https://comply.performline.com/comply-content-speaker-interest
- Connect with Stacey: https://www.linkedin.com/in/staceyishony/
- Connect with Rhonda: https://www.linkedin.com/in/rhonda-mcgill/
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About COMPLY: The Marketing Compliance Podcast
The state of marketing compliance and regulation is evolving faster than ever, especially for those in the consumer finance space. On the COMPLY Podcast, we sit down with the biggest names in marketing, compliance, regulations, and innovation as they share their playbooks to help you take your compliance practice to the next level.
Episode Transcript:
Rhonda:
Hey there COMPLY Podcast listeners and welcome to this week’s episode. In this episode, I chat with Stacey Onyido, Global Financial Promotions Oversight Manager at eToro, about what it really takes to make compliance a strategic partner to marketing. We also talk about the global regulatory landscape, the rise of AI and influencers, and why understanding the marketer’s mindset can make all the difference. Thanks for listening, and enjoy.
Rhonda:
Hello to our podcast listeners, and welcome back. Today, I have the honor of speaking with Stacey Onyido, who oversees marketing compliance globally for eToro, a social trading platform based in the London area.
You were born and raised in London and have a background in business management and accounting, and I’m guessing that’s what led you to eToro and to the great work you’re doing there. This is going to be a treat for our listeners to hear how things compare to how we do them in the United States. Thank you for joining us! I’d love for you to introduce yourself.
Stacey:
Thank you for having me. I’m really excited to be here. My name is Stacey, and I’m based in London, born and raised here. I’ve been at eToro for seven years now, and I’ve worked in compliance for over 13 years across different investment firms.
I specialize in niche marketing compliance—or “financial promotions,” as we call it in the UK.
Rhonda:
Nice. I love that you call it “financial promotion.” I don’t want to change up the language too much—I know you speak to both audiences over time.
Tell me a little about what compels you to do this work. You’ve got a long history in it, and it’s definitely one area that’s evolved a lot, especially over the last decade.
Stacey:
Definitely. I love marketing—it’s all around us. I love the psychology behind it, the way marketers think. Working closely with them, I see how they push boundaries to be as innovative as possible, and I love my role in that.
Compliance is often seen as the blocker, the part that “kills” the business—but I enjoy the challenge of working with marketing to create something that’s still creative, grabs attention, and brings people onto the platform.
Marketing is so important, and we really do work hand in hand—even if some people don’t realize it.
Rhonda:
I hope that’s something I’m helping to highlight through these podcasts, that compliance is actually a growth driver. It’s about thinking outside the box to figure out how to do things in a compliant way that helps the business grow while avoiding unnecessary regulatory trouble. Regulators will always be there, but your work is essential to allowing the business to thrive.
It sounds like you really understand the psychology behind marketing.
Stacey:
I take it even further. I want to be in the room when strategy is being discussed. I’m actually taking a Google digital marketing course right now because I want to understand what marketers do. I want to speak their language, understand their jargon and customer journeys. That way, I can either say “no,” or say “no, but here’s another way you could do it.”
Rhonda:
Absolutely. So, what would you say are some of the biggest challenges compliance professionals face?
Stacey:
Oh, where do you begin? The ever-changing regulatory landscape is a big one. Sometimes, I honestly don’t know how to keep up. There’s something new every week. And because my role is global, I’m tracking consultation papers, publications, enforcement actions across different regions.
How do you stay on top of it all, do the gap analysis, translate it for the business, make stakeholders aware, and do training? Reading alone is a huge challenge. Someone recently asked me the last book I read—and it was a regulatory publication. I just don’t have time to read anything else these days. Thankfully, a lot of things are available as audio now.
Rhonda:
Audiobooks are great—I agree. It’s so hard to find time otherwise. But it sounds like you’re doing the work and staying up to date.
Stacey:
Yes—and another big challenge is not just keeping up with compliance, but also with marketing. Their ideas, their platforms, especially social media, which is a hot topic in the UK. There are so many different platforms and features, and we have to understand how they work so we can provide effective compliance support.
It’s a lot. A whole lot.
Rhonda:
Definitely.
Stacey:
And I think the biggest challenge is getting marketing to see compliance not as a blocker, but as an enabler—as a growth tool, like you mentioned earlier. Breaking down that culture and bridging the gap is one of my biggest focuses.
Rhonda:
How do you approach that? Because it really is about breaking down that mindset and getting people to collaborate—not seeing compliance as a growth stomper but a growth partner. How do you bridge that gap?
Stacey:
I work globally, so I can’t always meet people face to face, which I think is really important. Being in the room with someone, seeing how they work—that matters. I love that we can do virtual meetings, but being in someone’s physical space is still key, and I try to do that when I can.
I try to understand their world. I think they appreciate that I want to know more. I attend meetings I maybe don’t need to be in, but it’s because I want to learn. In compliance, we often hold back, but I say: talk freely. I want to understand your KPIs so I can be a better partner.
I try to meet them where they are. I study what they’re studying, I ask the right questions, just being collaborative. Showing up where marketing is and understanding their challenges so they can try to understand yours.
One of the benefits of working globally is that I get exposure to several channels—social media, influencers, out-of-home—and they all operate differently. They speak different “languages,” use different tools, and have different resources. Meanwhile, we’re often given just one regulation or one instruction to work from.
I think I’ve gotten really good at taking that information and translating it for each team in a way that makes sense for them based on their channel and tools. It’s not easy, but I really encourage other compliance professionals to try to do the same.
When I started this role, I came from traditional investment houses where it was very much, “Here’s the rule, copy and paste.” Just a flat “no.” But I think compliance officers need to be more flexible.
It requires understanding. Yes, the rules are the rules, but we have to understand our company. We need to understand the resources both compliance and marketing teams are working with, and then try to adapt how we deliver guidance.
Rhonda:
I appreciate you mentioning the importance of understanding their tools. But what are some of the tools you use to get your work done?
Stacey:
Oh, I’m not going to name any fancy tech tools. My main tools are actually really simple, like the pink sand timer on my desk. It’s a 15-minute timer that helps me stay focused. Whether it’s my to-do list or theirs, I give myself a set amount of time to focus, then move on.
And my diary. my calendar, is another essential. I block time for writing, reading, and meetings. My time is gold right now, so those two things—my sand timer and my calendar—are my most important tools.
Rhonda:
I love that you’re going old school.
Stacey:
Oh yeah, sometimes we have to. Simplicity!
Rhonda:
So, Stacey, what do you see as the biggest changes or trends coming in compliance, especially over the next six months, from a global perspective?
Stacey:
AI. AI, AI, AI. I think we need a song for it—everyone’s talking about it.
You know what’s funny? My marketing team actually created a song about compliance using AI. I woke up one morning, and there it was in my inbox. I’ve never laughed so hard. It mentioned my name, how collaborative I am—all sorts of things. They used AI to generate the voice and backing track. I was like, “This is too much!” But I loved it.
AI is definitely one of the biggest topics for both marketing and compliance teams. And I really like it—I don’t know how you’re using it in your day-to-day, but I’m a fan.
Rhonda:
I think everyone’s trying to figure out how to evolve their business around AI. How it can drive growth and smooth out the rough edges to get things done faster. We’re definitely in that space, too.
Stacey:
The challenge, though, is the speed. I already struggle to keep up with everything manually, but now marketing can churn out hundreds of pieces of content in a week. Even in a day, if they want to.
So how does compliance keep up? How do we monitor, review, and approve all that content? Compliance tools need to catch up with the pace of marketing tools.
Another big trend I’m seeing is a focus on the consumer. You mentioned similarities and differences between global regions—I fully believe we’re all saying the same things. There’s a term people use: “We’re all in bed with each other.” It’s true—we’re aligned.
In the UK, we have Consumer Duty. It emphasizes fair treatment and clear communication not just in content, but in everything we do, from onboarding to strategies and beyond. Consumer focus needs to be embedded in every part of the business.
Also, the rise of the “finfluencer.” It’s wild. I listened to a podcast years ago, and they still called them celebrities. Now, they’re influencers. I can sit in a room with five people and spend hours just trying to define the terms “influencer,” “content creator,” “thought leader;” so many labels.
But we’re going to see a massive rise in user-generated content and finance influencers. Traditional banks have unfortunately failed in some ways, and people want to see someone who looks like them, lives like them, raising kids like them—investing and doing the things they do. That relatability matters.
It’s not a bad thing. And while there have been fines—especially in the U.S., which I think has been more reactive—we in the UK are probably more proactive when it comes to influencer compliance.
Rhonda:
Which means you’ll be a very busy person, I’m sure, just trying to manage all of that.
Stacey:
Oh, definitely. Influencers are a really hot topic right now, and we’ve had a lot of internal discussions about them. There’s been scrutiny, unfortunately, because of rogue influencers—people claiming to be “finfluencers” with no actual understanding of finance. And they’ve made things harder for the good ones.
But I’ve changed. I used to be the person saying, “No influencers.” But now I’ve met some great ones—people who really understand finance and want to share their experience to help others. They’re literally changing people’s lives, one post at a time.
So compliance officers need to meet them where they are. Understand their tone of voice and how they present things before you say no. Maybe they can’t put a risk warning in text because the platform doesn’t support it, or it doesn’t fit their style. But could they say it instead? If the regulation allows, why not?
They have an audience. It’s a big space, and I could talk about influencers for hours.
Rhonda:
And we might have to have another conversation about influencers!
Stacey:
Absolutely. Here, we also work with third-party vendors. They add more layers and might create some content or marketing for the business. But when someone is really speaking on behalf of your brand, they need to have a solid understanding of your business.
Rhonda:
Exactly. How do you communicate that internally? How do you make sure your team understands the tone and voice being delivered?
That’s probably one of the biggest challenges I see—teams taking their foot off the pedal.
Stacey:
Totally agree. It’s a challenge because it’s about mindset. We’re trying to change people’s mindsets.
Rhonda:
That’s hard. I know you and I have had some conversations about this, and one of the things I always come back to—how we even got to where we are—is the importance of creating spaces where compliance professionals can talk to each other.
When regulations change or something new comes up, I think a lot of people are afraid to speak up. How do you work with others and help them feel comfortable enough to put their voice out there and ask the hard questions?
Stacey:
I’m still working on that, but one thing I’m really passionate about is bridging the gap between marketing and compliance. I recently launched a forum called Not Financial Advice—unfortunately, it’s UK-only for now—but it’s a community where marketing and compliance professionals can connect, collaborate, share insights, and learn from each other in a safe space.
I think a lot of people just carry on with their day instead of admitting when they’re unsure. I’ve been lucky to have amazing managers who make it clear that no question is a stupid question. They break things down so simply that I have clarity for weeks. I want to offer that same kind of support to others—especially those who might be struggling to wrap their heads around certain rules or regulations.
Rhonda:
Yes, in the room, having a conversation, and making sure everyone knows they’re safe to speak. That’s so important.
Stacey:
And I think all the guests you’ve had on your podcast feel that way. You’ve just got this personality that makes people want to share. And it’s so helpful that those conversations are shared with others, too.
Rhonda:
I love it—and I’d love to have you as a guest in the future for one of our roundtables. I think you’d enjoy it, and I know it would be helpful for others to hear from someone in compliance who has a voice and isn’t afraid to ask the tough questions.
As we wrap up, I always like to ask guests about their secret superpower—something you’re just great at, whether it’s at work or in life.
Stacey:
I’m a twin mom!
Rhonda:
What! Oh, stop. Girl, set it down!
Stacey:
Yep—boy and girl twins. They’re four years old. People talk about imposter syndrome at work, but I feel like an imposter at home sometimes! I’m raising two little humans every day, making sure they’re fed, watered, and alive—while juggling a job like mine. Life’s not easy.
But being a mom, especially a twin mom, translates directly into how I work. I cut to the big stuff. I’m like, let’s do this, keep it moving. These two kids have very different needs, and balancing it all has absolutely become a superpower. It’s not even a secret—I’ll shout it from the rooftops!
Rhonda:
That is a superpower, for sure. And what about in terms of work?
Stacey:
I really care. I care about the work I do, the business, our goals. Because of that, I think I’ve developed the ability to take something complex—even if I find it confusing myself at first—and translate it into plain, easy-to-follow guidance.
I work with people across different regions, cultures, tools, mindsets—you name it. So I take the time to understand their world. And I think I’m really good at communicating what needs to be done in a way that makes sense to them.
Rhonda:
And that’s so necessary in compliance. You work across so many lines of business, especially in a global role. Being able to break down complex regulations and communicate clearly across different regions really is a talent—and definitely a superpower.
Thank you for sharing that, and I hope that inspires someone out there listening to also find and use their voice.
Stacey:
Thank you so much. It’s been such a pleasure talking with you.
Rhonda:
It really has. I hope we get another chance to connect—maybe even in person one day. I’ve always wanted to visit London, so it would be a pleasure. And if you’re ever over here, please let me know—we’ll meet up somewhere. Thank you again, and I look forward to talking with you soon.
Rhonda:
Thanks for listening to this week’s episode of the COMPLY Podcast! As always for the latest content on all things marketing compliance you can head to performline.com/resources. And for the most up-to-date pieces of industry news, events, and content be sure to follow PerformLine on LinkedIn. Thanks again for listening and we’ll see you next time!
