Forward Financing Welcomes Andrea Fiederer as Chief Marketing and Customer Officer

October 14, 2025 | Company News

October 14, 2025 – Forward Financing is pleased to announce the appointment of Andrea Fiederer as its new Chief Marketing and Customer Officer. Fiederer is a growth-focused executive with over 25 years of extensive expertise in marketing, branding, customer experience, and strategy.

Most recently, Fiederer served as the Fractional Global Chief Revenue Officer at Bird, where she led the development of the company’s three-year strategic growth plan. Prior to that, she spent a decade at goeasy Ltd., a non-prime consumer lender in Canada, as the Executive Vice President and Chief Marketing Officer. During her tenure at goeasy, she was responsible for growing revenue through customer acquisition, digital channel expansion, and product innovation.

A recognized industry leader, Fiederer was named one of Canada’s Top 100 Most Powerful Women by the Women’s Executive Network in 2016 and received the Lending Woman of the Year Award from the Canadian Lenders Association in 2021. She is also passionate about purpose-driven leadership, having led goeasy’s Corporate Social Responsibility program and founded its Women in Leadership program to support career advancement for female talent.

“We’re excited to welcome Andrea to the Forward Financing team,” said Jason Mullins, Forward’s President & CEO. “Andrea is a growth- and data-driven leader who has consistently used marketing as a catalyst for transformation. Her track record of elevating brands and inspiring customer-focused teams aligns perfectly with our mission to unlock the capital that fuels small businesses across America.”

In her new role at Forward Financing, Fiederer will be responsible for overseeing demand generation, brand, customer experience, and internal communications.

“I’m excited to join Forward and build on the company’s incredible foundation of growth and customer impact,” said Andrea Fiederer. “Forward has an inspiring mission and commitment to help small businesses succeed, and I am thrilled to join the team and help strengthen our marketing and brand as we accelerate growth and deepen our connection with small business customers.”

Fiederer holds a Bachelor of Commerce from McGill University and a Master of Business Administration from the Schulich School of Business. She currently resides with her family in Toronto, Canada.

About Forward Financing

Forward Financing is a financial technology company based in Boston, Massachusetts with team members throughout the United States, Dominican Republic, and Canada. The company is on a mission to unlock the capital that fuels small businesses across America. Whether facing challenges accessing traditional financing or simply needing a convenient, flexible solution, Forward is committed to funding more of the millions of small businesses nationwide. Forward offers revenue-based financing – delivering an upfront sum of working capital in exchange for a set amount of the business’s future revenue. By simplifying the requirements, streamlining the process, and using advanced proprietary technology, Forward is often able to deliver funds same day — giving more businesses the financial opportunity they need to thrive. Plus, with their dedicated teams and award-winning service, customers get personalized support when they need it most.

Since 2012, Forward has expanded access to capital by providing over $4.1 billion in funding to more than 80,000 small businesses. The company is A+ rated by the Better Business Bureau with an Excellent / 4.7 stars rating on Trustpilot.com. Recognized as a Best Place to Work by Built In Boston and certified as a Great Place To Work®, Forward is dedicated to empowering both its team and the customers they serve, helping them succeed and thrive.