About me Profile Way of working Experience Entrepreneur Mandates Awards Press Media

Andy
Waar.

I lead marketing and communications when a company needs experienced leadership but does not want to create a full-time role. I set priorities, say clearly what I think and make sure plans become results.

Fractional CMO | Zurich | since 2000 | Lawyer | Executive MBA | Founder | CMCO
CAS Digital Finance | CAS Advanced AI in Marketing

Since 2000
Marketing & Communication
Since 2004
Leadership responsibility
6
Founded or co-founded a company

Experience is only useful
when it leads to better decisions.

I have built and led marketing departments and internal agencies, co-founded companies, developed brands and led and implemented digital projects through to comprehensive transformations. I managed internal teams and external specialists and took responsibility for the results.

I know the expectations of management and the reality of the people who have to achieve these results. This connection helps me make feasible decisions and implement them consistently.

Today I bring this experience into owner-led companies. I listen, analyze the initial situation and address the points that others prefer to avoid.

I say what I think and do what I say.

I listen first.
After that I become clear.

At the beginning I ask a lot of questions. I want to understand how the company makes money, what result is to be achieved and why marketing and communication are not where they need to be today.

Understand the initial situation

  • Clarify business, goals and expectations
  • Check numbers, activities and costs
  • Understand processes and responsibilities

Assess impact

  • Business results instead of isolated metrics
  • Demonstrable effect instead of personal taste
  • Make missing measurement data visible

Enable decisions

  • Clearly identify priorities
  • Justify recommendations clearly
  • Prepare business decisions

Lead implementation

  • Involve and lead existing teams
  • Bring in and manage appropriate specialists
  • If necessary, implement it yourself

CV

Chronologically, current first.

Jan 2025 to today
Permanent position, hybrid
CMCO: Chief Marketing & Communications Officer, Member of the Executive Board
Enespa AG | Appenzell, Appenzell Innerrhoden
Member of the Executive Board. Responsible for marketing strategy, communication, brand presence, planning and implementation of investor relations campaigns. Supporting the company on the way to the IPO.
CMCOExecutive BoardMarketing StrategyIPO
September 2025 to today
Freelance
Guest lecturer
ZHAW School of Management and Law
Guest lecturer on the topics “Introduction to Marketing” and “Online Marketing in the AI ​​Age” in CAS Business and Financial Management.
Guest lecturerZHAWmarketingOnline marketing and AI
Aug. 2000 to today
Freelance
Fractional CMO and CMCO: Founder
Waar (NDWR) | Zurich
Solo boutique for managing marketing and communication in owner-led SMEs. Marketing assessment, ongoing marketing leadership and the implementation of positioning, brands, websites and campaigns.
founderFractional CMOMarketing leadershipB2BImplementation
September 2023 to today
Freelance
Advisory Board: Fintech, Finance
SwissAI
Member of the Advisory Board. Expertise in AI-native marketing, digital transformation and business-to-business communication.
Advisory BoardSwissAIAIFintech
July 2019 to today
Freelance
Advisory Board: Digital Banking, Fintech
Wirz & Partners Management Consulting AG
Member of the Advisory Board with a focus on FinTech, Digital Banking and Marketing & Communication.
Advisory BoardWirz & PartnersFinTechDigital banking
June 2021 to today
Freelance
investor
YAPEAL
Shareholder and investor since it was founded in 2018. Supporting the strategic development as an investor.
investorYAPEALFinTech
July 2018 to May 2021
Full time
2 years 11 months
Co-Founder & Chief Marketing Officer (CMO)
YAPEAL | Zurich
Co-founder and CMO of the first true digital bank in Switzerland with the first FINMA fintech license. «We make financial services simple, intuitive, transparent. We challenge the way one handles money!” Building the Yapster community and brand from scratch.
Co-founderCMONeobankFINMACommunity
Jan 2017 to today
Freelance
Founder
Fintechrockers | Zurich
Founder of the Fintechrockers Club: one of the leading Swiss fintech communities. “Trust needs to be earned.” The club is a closed network based on recommendations for fintech professionals, entrepreneurs and investors.
founderCommunityFintechnetwork
Aug. 2021 to Nov. 2025
Freelance
4 years 4 months
Advisor MarCom
Kaspar&
Marketing and communications consultant for the Swiss WealthTech Kaspar& (ETH/HSG spin-off). Expertise in community building, startup development and digital marketing.
AdvisorKaspar&WealthTechMarCom
Nov. 2021 to March 2024
Freelance
2 years 5 months
Chief Marketing Officer (CMO)
Systemorph | Zurich
CMO at Systemorph, a leading Swiss FinTech software company. Responsible for marketing strategy, brand positioning, cross-media campaigns and communication.
CMOFinTechsoftwareCross media
June 2019 to March 2024
Freelance
4 years 10 months
Guest Lecturer: CAS Digital Finance
Zurich University of Economics HWZ | Zurich
Guest lecturer at CAS Digital Finance. Topic: “How to build a digital bank from scratch”: together with Yapeal co-founders Dani Capraro and Christian R. Meier.
Guest lecturerHWZCAS Digital FinanceFinTech
November 2015 to June 2018
founder
2 years 8 months
Founder
The Scent™ | Zurich
Founder of The Scent™: Premium Swiss perfume oil as the best alternative to commercial air fresheners. The Scent™: Life Perfume is a product of “Be sweet with GmbH”.
founderFMCGCross mediaCompleted 2018
April 2011 to June 2018
Permanent position
7 years 3 months
Executive Director: Head IPS Distribution Management Agency & Channels
UBS AG
Responsible for global platforms that support Client Advisors in distributing House View and Lead Offers (maintenance, further development, new interfaces). Distribution of investment ideas to end customer touchpoints (eBanking CH/Asia). Responsible for digital and print publications. Single point of entry for creative ideas, mentor for key talent.
Executive DirectorUBSWealth managementCross media
June 2015 to July 2015
Founding member
2 months
Founding Member #43822
The Grid
Founding Member #43822 by The Grid: an AI-powered website builder that automatically shapes content into tailored websites. «This is not another do-it-yourself website builder. This is your personal AI web developer.»
Founding MemberThe GridAI
Nov. 2008 to Oct. 2014
partner
6 years
partner
MagMagMedia GmbH
Co-Partner at MagMagMedia: No. 1 software CMS for digital rich media publications. Market leader for interactive digital magazines in Switzerland.
partnerSaaSPublishingExit 2014
Nov. 2008 to Oct. 2014
partner
6 years
Head of Strategy & Development / Partner
Tigermedia GmbH
Acquisition of new projects, project management and cross-media creations. Customers: UBS AG, BMW, Red Bull, Sony Music, Universal Music, Warner Group Music, Harley Davidson, Diesel, Cablecom, City of Zurich and various agencies as sub-contractors.
partnerHead of StrategyCross mediaExit 2014
May 2009 to April 2011
Freelance
2 years
Advisor
Voice Magazine
One of the first digitally distributed music magazines in the world with videos etc. in rich media publication. Technology via magmagmedia.ch. Coaching the founder in various topics (including event management).
AdvisormediaMusicRich media
May 2009 to March 2011
founder
1 year 11 months
Founder
Tiger Zurich
Online store for branded clothes: Pilot project to understand user behavior in e-commerce.
founderE-commerceFashionCross media
September 2006 to March 2008
Permanent position
1 year 7 months
CEO
Angelink AG | Zurich
CEO of the Zurich crossover agency Angelink AG. Responsible for customer advice, project management as well as online and offline projects.
CEOagencyCross mediaB2B
June 2004 to August 2006
Permanent position
2 years 3 months
Marketing Manager
Morgan & Morgan (PANAZUR) | Zurich Branch
Marketing Manager at Morgan & Morgan, Zurich Branch (PANAZUR). Responsible for marketing communications, campaign planning and branding.
Marketing ManagerMarComCross media
July 2000 to May 2004
Permanent position
3 years 11 months
Communications manager & project manager
UBS AG | Zurich
Communications manager and project manager at UBS. Responsible for project communication, media planning and internal and external communication measures.
communicationProject managerUBSMedia planning
Aug. 1999 to June 2000
Permanent position
11 months
Troubleshooter
StarTV | Zurich
Troubleshooter at the Swiss private broadcaster Star TV. First professional experience in the media and TV environment.
TVmediaTroubleshooter
Training
Academic
lawyer | Executive MBA | CAS Digital Finance
University / HWZ School of Economics Zurich
Licentiate in Law (Lawyer). Executive MBA International Marketing. CAS Digital Finance: HWZ Zurich. Guest lecturer HWZ in CAS Digital Finance and ZHAW in CAS Business and Financial Management.
juristExecutive MBACAS Digital Finance | HWZGuest lecturer

Entrepreneurship

Active
Since 2018 | yapeal.ch
Co-Founder & Investor
First FINMA fintech license in Switzerland. Swiss account, debit card and app. Former CMO, now investor and shareholder.
Since 2009 | tigerzurich.ch
founder
Fully automated online shop for urban fashion. Building brand, community and e-commerce.
Since 2000 | waar.ch
Founder & CEO
Creative digital agency for digital marketing, branding, web design & development and community building.
Sold / Completed
2008 to 2014
MagMag Media
No. 1 publishing software for rich media publications in Switzerland. Co-owner and partner.
Exit October 2014
2008 to 2014
Tiger Media AG
360° media agency for marketing, branding, corporate publishing. Co-owner and partner.
Exit October 2014
2015 to 2018
The Scent™
Premium Swiss perfume oil. Best alternative to commercial air fresheners.
Completed 2018

Mandates and network

Active mandates

Active
SwissAI
Advisor for the Swiss AI Club. Expertise in AI native marketing applications and digital transformation.
Active
Wirz & Partners
Advisory Board Member at Executive Search Wirz & Partners. Focus on FinTech and digital banking.

Former mandates

Formerly
Kaspar&
Advisor for the Swiss WealthTech Kaspar& (ETH/HSG spin-off). Expertise in community building and marketing.
Formerly
Crowdlitoken
Advisor for Crowdlitoken. Expertise in tokenization, community and digital marketing.

Former memberships

Formerly | Member
Swiss LegalTech Association
Member of the Swiss LegalTech Association: Association for the digitalization of the legal system.
Formerly | Member #11
Disruptive disciplines
Founding member #11 of the Disruption Disciples: exclusive community for Swiss digital pioneers.
Formerly | Founding Member
The Grid
Founding Member of The Grid: Network for entrepreneurial digital professionals in Switzerland.

Awards

2021 | Fintechnews.ch
Top Swiss Fintech Influencers 2020/21
Voted most influential fintech professional of 2020/21 by the Fintech News Switzerland community, together with Miki Vayloyan. Over 1,000 votes cast.
2020 | Fintechnews.ch
Community Favorite Swiss Fintech Startup
As CMO & Co-Founder of Yapeal: Community Favorite Swiss Fintech Startup 2020. Yapeal beat hundreds of competitors in the public vote.
2020 | Roland Kümin
Book article “Lessons Learned”
Guest article in the book “Lessons Learned: Impulses and tips for the Swiss startup scene” by Roland Kümin. Chapter on disruption in finance.
2020 | SRF
SRF ECO: TV appearance
Invited as an expert to the SRF ECO program “Eco” with Reto Lipp. Article about home office, fintech and the effects of COVID-19.
Ongoing | Various
Speaker & Panelist
Regular speaker and panelist at Swiss fintech, marketing and digital events. Jury member for various startup and innovation competitions.
Guest lecturer
ZHAW & HWZ Zurich
Guest lecturer at the ZHAW School of Management and Law (CAS Business and Financial Management) and at the HWZ in CAS Digital Finance.

A few selected articles

Jan 2026 | cash.ch
Candidates for an IPO on the Swiss stock exchange
Andy Waar about his work at Enespa and the dream of taking a company public.
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Apr 2023 | moneytoday.ch
When is a technology too good for a single FinTech?
When Andy Waar was CMO, technology and marketing at Yapeal were positioned on an equal footing.
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Jul 2022 | horizont.net
All possible channels must be tested
Andy Waar in an interview about Elon Musk's Twitter takeover and its importance for branding and reach.
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Feb 2022 | moneytoday.ch
Which neo-banks can do business successfully in the Swiss market?
Since Andy Waar moved out, maintaining the community is no longer the absolute priority for Yapeal.
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Sep 2021 | fintechnews.ch
Andy Waar: Top Swiss Fintech Influencer 2020
Serial entrepreneur, lawyer and digital marketing specialist. CMO Yapeal & Founder Fintechrockers Club.
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Sep 2021 | fintechnews.ch
Andy Waar as advisor to WealthTech Kaspar&
The FinTech Kaspar& brings Andy Waar, co-founder and former CMO of Yapeal, as a new advisor.
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March 2021 | moneytoday.ch
Andy Waar leaves neo-bank Yapeal
CMO Andy Waar gave the face of the neo-bank Yapeal, always a little different from the mainstream.
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March 2021 | personal.com
Advertising law firm: Now the big picture comes to light
“As a start-up, it is extremely important to always challenge yourself,” says Andy Waar, CMO of Yapeal.
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Dec 2020 | fintechnews.ch
Survey: Top Swiss Fintech Influencers 2020
Andy Waar among the nominated Top Swiss Fintech Influencers 2020: alongside Marc Bernegger, Urs Bolt and others.
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Oct 2020 | SRF ECO
A look into the viewers' home office
Andy Waar greets Reto Lipp from his home office. SRF ECO program about home office and fintech.
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Sep 2020 | digitalmedia.ch
Neobank Yapeal Inside
Interview with Andy Waar, co-founder of Yapeal, about the start, the vision and the neobank of the future.
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Aug 2020 | moneytoday.ch
Disruption in the financial industry: Change fast!
Guest article by Andy Waar in the book “Lessons Learned: Impulses for the Swiss startup scene”.
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May 2020 | fintechnews.ch
Fintech Influencer Switzerland Interview Series: 7 questions for Andy Waar
Fintechnews.ch interviews Andy Waar, the Fintechrocker founder and CMO of Yapeal.
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Dec 2019 | SRF ECO
Video: Neobanks: Difficult situation in the financial center
From 1:27 Andy Waar from Yapeal's perspective.
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Jul 2019 | SRF 10VOR10
Video: “In the platform business, we can offer the customer the content they want via plug-and-play.”
Andy Waar about Yapeal and the platform business in the fintech sector.
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Jul 2019 | personal.com
Wirz & Partners: Andy Waar is a new member of the advisory board
The Swiss executive search company is thereby strengthening its expertise in the digital banking and fintech sectors.
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Dec 2017 | fintechnews.ch
Social Ranking of Fintech Influencers in Switzerland
Rank 5. Andy Waar: Digital Marketing Monkey. Lawyer. Drummer. Straight forward minded man of action with broad range of skills.
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Jul 2017 | fintechnews.ch
Fintechnews Names Top 30 Fintech Influencers in Switzerland
Rank 4. Andy Waar (@ndwr) is a digital marketing consultant and Executive Director, Head IPS Distribution Management Platforms & Agency, at UBS.
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Known from the media

SRF Tages-Anzeiger NZZ Handelszeitung Finanz und Wirtschaft Money Today Fintech News Finews Netzwoche Swiss Info Leader Digital Persönlich Horizont Cash Digital Media Startup ticker Markt & Kommunikation Booster Magazine Berufspodcast
"

I am an unrecognized, unfortunately failed musician who still enjoys playing drums in bands. The good thing about it: compared to my musician friends, I still have a solid hobby.

Andy Waar | MoneyToday interview