Zepto appoints Colin Baines as Chief Commercial Officer to grow market share as real-time payments adoption accelerates

Zepto, a leading account-to-account payments technology innovator, have announced its latest C-Suite appointment with Colin Baines joining the Executive Leadership team as Chief Commercial Officer. 

Baines brings strong payments expertise to the business having held previous leadership positions at established financial institutions and scaling fintechs. Most recently he was Executive Manager, Merchant Technical Sales, Go-to-Market and Alliance Partners, at the Commonwealth Bank of Australia. Before that, he was Commercial Director at buy-now-pay-later provider Zip and Head of Large Enterprise Sales at PayPal.

In this new role he will be charged with leading the Commercial team to deliver a go-to-market strategy focused on leveraging Zepto’s position as a trusted infrastructure player modernising enterprise business payment experiences and shaping an entirely new fintech ecosystem through strategic partnerships.

Discussing his recent appointment, Colin Baines remarked, “It’s an exciting time to join the passionate team at Zepto. I’m excited about the challenge and opportunity ahead for the A2A payment landscape. Zepto is uniquely placed to capitalise on this evolving landscape and further grow as a key financial infrastructure player.

In addition, I have been impressed with the deep expertise and energy the Zepto team possess and am thrilled to have the opportunity to work closely with them.”

In his previous roles, Baines has spearheaded several high-profile deals, overseeing a broad range of go-to-market activities and leading, developing and optimising many sales processes. Baines’ deep understanding of success drivers will help solidify Zepto’s position as a leading provider of account-to-account payments capability at a wholesale level. 

“We are thrilled to welcome Colin to Zepto’s leadership team,” said Zepto CEO and Co-Founder, Chris Jewell.

“His familiarity with working within the payments ecosystem will prove invaluable as we partner with enterprise businesses to help them navigate their transition from the legacy BECS infrastructure to the NPP.  Colin’s wealth of industry leadership and experience will play a pivotal role in Zepto’s next phase of growth.”