Inside ATFX’s Global Marketing Engine: An Interview With Weems Chan, ATFX Global Head of Marketing

Inside ATFX’s Global Marketing Engine: An Interview With Weems Chan, Global Head of Marketing

A look into how ATFX scales its global retail and institutional footprint through coordinated marketing, localisation, technology, and leadership.

The Industry's  Marketing Leaders 

Before diving into my conversation with Weems Chan, it’s worth sharing a bit of context. As the newly appointed Head of Marketing at LiquidityFinder, I’m still finding my footing in the fintech world. To accelerate that learning curve, our founder, Sam Low, encouraged me to reach out and speak directly with marketing leaders across the industry; people who understand not only the craft, but the operational realities behind fast-growing brokers and fintech firms. I’ve been incredibly grateful that so many busy Heads of Marketing have taken time out of their day to speak with me, offering honest insights into their roles and how they support their organisations’ wider strategies. With their permission, I’ll be sharing these conversations as part of a new ongoing series on LiquidityFinder. My interview with Weems, Global Head of Marketing at ATFX, set the tone for exactly the kind of perspective this series hopes to spotlight.

ATFX's stand at the recent Forex Expo event in Dubai

“Everyone at ATFX won’t stop.”

— Weems Chan, Global Head of Marketing, ATFX

First impressions of ATFX’s marketing engine

From the moment my interview with Weems Chan began, I was struck by the sheer scale, speed, and coordination behind ATFX’s global operations. Speaking with ATFX’s Global Head of Marketing, I quickly realised that her commitment to excellence, and her continual drive to evolve, is a cornerstone of the company’s global brand. As someone early in my fintech career, this conversation offered a rare, inside perspective on the complexity of marketing within a fast-moving, technology-driven sector, and provided me with insights I would not have gained from observation alone. With her permission, Weems is happy for me to share these insights which reveal how a Marketing professional managing a large team, with a budget to match, thinks, and what daily life is like at the day-to-day frontline operations.

ATFX by the numbers: global scale and reputation

ATFX is far bigger in scale than many in the market may realise. It is a global name with 800+ employees across 24 countries, the company operates a truly global footprint spanning Europe, South America, the Middle East, and Asia. ATFX publicly reports over 254,000 clients, 26,000 partners, and more than 51 million executed orders, supported by a multi-jurisdiction regulatory framework that includes the FCA (UK), CySEC (Cyprus), ASIC (Australia), FSCA (South Africa), SCA (UAE), FSC (Mauritius), SFC (HK), and additional regional licences such as its recent authorisation in Cambodia. It’s no surprise that whenever ATFX comes up in industry conversations, people often respond with a variation of, “Yeah — they’re huge.” The numbers make that reputation difficult to dispute.

The firm’s trading activity underscores this even further. ATFX reported USD 862.2 billion in trading volume for Q2 2025 and USD 709.2 billion for Q3 2025, placing it among the higher-volume brokers in global MT4/MT5 rankings according to industry news sources. Their visibility is reinforced by a steady cadence of press releases, quarterly publications such as ATFX Trader Magazine, institutional research via ATFX Connect’s Institutional Edge, and a strong presence across international expos including Forex Expo Dubai, Money Expo India, and major iFX events. ATFX is not simply active; it is consistently and strategically present.

Retail scale and institutional strength

Against this backdrop, the structure of the business becomes central to understanding the scale of what Weems leads. ATFX’s retail division offers more than 300 CFDs across forex, indices, commodities, and metals, while ATFX Connect, its institutional arm, serves hedge funds, asset managers, and professional traders with deep liquidity and prime brokerage solutions. Seeing the size and sophistication of the organisation gave me a clearer appreciation of how significant her role actually is: coordinating global marketing for a company operating at this level means shaping the brand experience for hundreds of thousands of clients, thousands of partners, and a trading ecosystem measured in the hundreds of billions.

From local brokers to a global platform

Weems’ professional journey did not begin in FX. Instead, she gained experience across securities brokerage, financial PR, and other finance-adjacent roles, creating a well-rounded understanding of the fintech ecosystem. What stood out to me was her ability to see beyond the immediate scope of her roles: “If I keep staying at such local brokers… maybe it limits my vision.” Her ambition to gain international exposure was palpable, and it became clear that she was seeking an environment where her talents could scale globally.

Her transition began organically while trying to secure a partnership between ATFX and her previous company. “I was not selling the proposal anymore. I was selling myself…” she recalls. By 2018, Weems joined ATFX as Global Events Manager, and within a year had expanded her remit to manage events worldwide. Several further promotions followed, culminating in her appointment as Global Head of Marketing, placing her at the centre of ATFX’s global expansion.

Local-first global expansion

Hearing about ATFX’s expansion gave me insight into the painstaking coordination behind global growth. The company scaled region by region, from Southeast Asia to the Middle East, Latin America, Africa, and Europe. Today, ATFX operates 24 offices with over 800 staff, including 130 dedicated marketers. “We really penetrate into each local country by providing a local office, local sales team, local CS team, local operation, payment, finance, HR,” Weems explained. The emphasis on localisation over centralisation revealed a critical insight: ATFX builds market trust and operational efficiency by embedding itself in local ecosystems, rather than relying solely on remote or centralised structures.

The ATFX Connect booth at the recent FMLS25 event in London

ATFX Connect and attracting top-tier talent

ATFX’s growth is equally evident in its institutional arm, ATFX Connect, launched in 2019 to support hedge funds, asset managers, and professional traders with prime brokerage, multi-asset execution, and customised liquidity solutions. “For example, Drew Niv, ‘the Master of FX’, also joined us,” Weems noted. The way she spoke about this milestone, with clear professional pride, highlighted something important for me: industry-leading talent gravitates toward institutions with substance. It underscored how leadership strength and organisational credibility reinforce each other, shaping the global reputation ATFX now carries.

Check out ATFX Connect’s provider page on LiquidityFinder, where you can view their services, catch up on latest news and message them directly with any questions: https://liquidityfinder.com/provider/atfx-connect

Orchestrating a 24-office marketing organisation

Weems’ role evolved alongside ATFX’s growth, overseeing all marketing functions globally to ensure alignment, brand consistency, and execution across regions. Her approach is highly disciplined: she begins each day collaborating with teams in Australia and methodically moves across offices worldwide. This glimpse into her daily routine gave me a concrete understanding of the logistical and strategic complexity of leading marketing at such scale.

“Every country’s practice is different,” Weems explained, emphasising how regional regulatory and operational differences shape ATFX’s campaigns. Listening to her describe this balancing act — maintaining a unified brand while respecting local market dynamics — was enlightening. It made me realise how much careful planning underpins the seemingly seamless global marketing ATFX executes.

Post-COVID strategy: fewer expos, more digital

ATFX adapted its marketing strategy post-COVID, reducing the number of offline expos and reallocating resources to branding and digital channels. “We only pick one or two significant events… and we would rather save more budget on brand sponsorship or digital marketing,” Weems explained. She highlighted the company’s evolving priorities, explaining in the upcoming years, “we are more on the digitalisation, more on the automation and more on the localisation.” This shift illuminated for me that global growth isn’t only geographic; it is increasingly technological. This shift toward higher-impact, data-driven strategies naturally led us into a discussion about technology, particularly the growing role of AI in ATFX’s global operations.

ATFX approach to AI in marketing

AI now plays a central role in ATFX’s operations, from live-chat agents to trading behaviour analysis. “We are building up something with a database and making use of the AI to do the trading behaviour analysis,” Weems said. Yet she emphasised that AI is a tool, not a replacement for human expertise. Core content creation remains human-generated. She revealed that when you are using AI to create content, “Google will give you a very low score… so the SEO team won’t use it.” Observing her cautious, strategic integration of AI highlighted to me a broader lesson: even in highly automated systems, human insight remains irreplaceable.

Designing localised customer journeys

ATFX is investing heavily in creating localised, tailored customer journeys across its 20+ offices. “What they require is about how good their experience with your trading platform and your service is,” Weems explained. Seeing this commitment made me realise that in fintech, customer experience can be a differentiator as powerful as technology or scale. Yet what surprised me most was that this focus on excellence doesn’t end with products, technology, or hiring; it also extends into how the company engages with the wider community.

Community, clients and Windsor Castle

This became especially clear when Weems described ATFX’s long-standing, eight-year partnership with the Duke of Edinburgh Cup, an international charitable golf series that raises funds to support youth development initiatives worldwide. “We want to arrange something to make the public engaged… not only money but also manpower,” she explained. That ethos recently came to life during an exclusive four-day event ATFX hosted in London for select global clients and partners.

The programme blended cultural experiences, from the British Museum and the London Eye to a River Thames lunch cruise, with strategic briefings at the ATFX Connect UK office, where senior leaders including Chairman Joe Li provided updates on technology, strategy, and future plans. The experience culminated in a private dinner at Windsor Castle, attended by ATFX executives, invited guests, and members of the British Royal Family, including Prince Edward, Duke of Edinburgh. For me, it was a clear demonstration of how ATFX pairs its global scale with meaningful, person-to-person engagement, a theme that also became evident in the way Weems approaches leadership. This people-first commitment is reflected not only in ATFX’s external initiatives, but also in Weems’ own leadership philosophy, something that became clear when I asked her about being a woman in a male-dominated industry.

See full article on ATFX Executives And Clients Meet Prince Edward, Duke Of Edinburgh, At Windsor Castle Dinner: https://liquidityfinder.com/news/atfx-executives-and-clients-meet-prince-edward-duke-of-edinburgh-at-windsor-castle-dinner-fec68

Being a woman in a male-dominated industry

When asked about being a woman in a male-dominated industry, she was candid: “It’s not easy for a woman to stand out… but people will see what you have done.” Her advice centres on resilience and continuous growth:

• Show up: “You have to be engaged in different upcoming meetings, events.”
• Stay open-minded: “Keep your mind open… accept new knowledge.”
• Be honest about being new: “Yes, I’m new… but I really want to learn more.”
  
  

Key lessons for future fintech marketers

Her reflections offered some of the most practical insights of our conversation, especially for anyone, like me, entering fintech for the first time. It reinforced the idea that success in this industry isn’t just about technical skill or organisational scale; it’s also about curiosity, visibility, and the willingness to learn. What struck me most was how she framed “being new” not as a disadvantage but as an opportunity to absorb, explore, and ask the right questions. In an industry driven by constant change, that mindset becomes a competitive advantage in itself.

ATFX’s marketing engine seems to be a blend of global coordination, cultural sensitivity, innovation, and relentless drive, each part adding to the success of the other. Speaking with Weems offered a lesson in leadership, strategy, and resilience. The way she navigates time zones, regulatory landscapes, and cross-cultural communication showed me how much unseen complexity sits behind a global brand. Her discipline, attention to detail, and genuine interest in regional perspectives demonstrates what global marketing leadership looks like in practice. ATFX’s success isn’t accidental; it is the result of structure, process, and people who refuse to operate on autopilot.

Reflecting on the conversation, I realised that Weems’ personal philosophy mirrors ATFX’s broader ethos: relentless improvement, adaptability, and a people-first approach. It’s a combination that feels rare in a sector often dominated by speed and scale. What stood out most is her ability to balance both the operational demands of a major global broker and the human element that keeps teams motivated and aligned. That is ultimately what positions ATFX not only as a large player, but as a company actively shaping the future of fintech marketing. As she summarises: “Everyone in ATFX won’t stop.” And after speaking with her, and experiencing her relentless energy, it’s clear this is more than empty words! For anyone seeking to understand how global brokers truly scale, and what modern fintech marketing leadership demands, Weems’ story is a blueprint worth studying.

Weems Chan and Eleanor Mills at the recent Finance Magnates London Summit (FMLS25)

For further information on ATFX, check out their website: https://www.atfx.com/