Oakbrook's Claire Smith named Outstanding Leader in Marketing at Credit Strategy's Leadership Awards 2026

Oakbrook is proud to announce that Marketing Director Claire Smith has been recognised as an Outstanding Leader in Marketing category at the 2026 Credit Strategy Leadership Awards.

The award celebrates marketing leaders who build trust, create meaningful connections with customers and help their organisations stand out in competitive markets. Claire was recognised alongside a select group of marketing leaders from across the UK credit industry for her leadership, innovation and contribution to responsible growth.

The recognition acknowledges Claire's role in transforming marketing at Oakbrook into a strategic driver of growth while keeping customer outcomes at the centre of every decision. Over the past decade, she has helped shape innovative products, strengthen the Oakbrook brand and build deeper, more direct relationships with customers, supporting the company's purpose of changing lending for the better.

Among her most significant achievements is the development of OakbrookOne, an innovative debt consolidation proposition designed to simplify borrowing for customers managing multiple repayments. Built from customer insight, OakbrookOne has expanded access to credit, with 40% of offers made to customers who receive no other offers in the market.

Claire also led the successful transition of Finio Loans to OakbrookAdvance, creating a clearer brand architecture that improved customer understanding while maintaining application volumes, customer satisfaction and organic search performance throughout the rebrand. At the same time, she has helped reposition marketing as a key engine of sustainable growth, reducing reliance on aggregator channels and strengthening direct customer engagement.

Commenting on the award, Claire Smith said:

"I'm incredibly proud to receive this recognition, but it's one that reflects the work of so many people across Oakbrook. Everything we've achieved has been made possible through collaboration between our Product, Credit & Analytics, Compliance, Operations, Technology and Marketing teams. Together, we've focused on creating simpler products, building stronger customer relationships and delivering better outcomes for underserved borrowers."

Jon Painter, Chief Executive Officer at Oakbrook, said:

"Claire's recognition is thoroughly deserved. Claire has been instrumental in shaping Oakbrook’s strategic direction over the past decade. She consistently brings clarity of thought and a long-term perspective, challenging assumptions and ensuring we prioritise sustainable growth over short-term gain. What distinguishes her is her ability to connect customer insight with commercial reality — influencing at all levels while remaining close to execution. She has elevated marketing into a function that informs product design, risk appetite and customer experience, and she does so with integrity, sound judgement and a deep commitment to responsible lending."

The Credit Strategy Leadership Awards celebrate individuals who have made an outstanding contribution to the UK credit industry through innovation, leadership and measurable business impact. Claire's recognition reflects Oakbrook's continued commitment to delivering simpler, fairer and more personalised lending solutions that improve financial outcomes for customers.