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11min chapter
Vineet Mehra (Chime) | Building a Forward-Looking Brand Purpose
The CMO Podcast
Navigating Marketing Challenges and Board Roles in a Financial Services Company
The chapter explores the complexities of brand and performance marketing in a direct-to-consumer brand in a ZIRP environment, emphasizing the balance needed between top-funnel growth and intent capture. It highlights the importance of marketing expertise on boards for driving intangible growth and credibility while discussing the speaker's enjoyment of advisory roles and their attraction to companies tackling societal issues like Chime's mission. The chapter also delves into the speaker's journey in a marketing leadership role at a financial services company, detailing the challenges, learning opportunities, and strategies for successful integration into the company.
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