Fintech Marketing Podcast by 11:FS

Eric Fulwiler is continuing his mission to learn how the world’s hottest fintech start-ups and the biggest and most innovative financial service brands drive growth through modern-day marketing. Today's special guest is Carla Zakhem-Hassan, CMO at Citi. She talks about her experiences as an immigrant in the US, the importance of empathy - as a person and as a marketer - and how it's critical as a marketer to remember that you are working for your customer. She highlights the power of names in a person's identity, and the importance of Citi's recent team up with Mastercard to allow transgender and non-binary customers the ability to put their true name on their bank cards, hopefully the first of many similar initiatives. This season of Fintech Marketing Podcast is sponsored by Visa Whatever your payment plans, Visa, the world’s leader in digital payments, is on hand with the expertise, programs, solutions, and partner networks to help make it happen. Bring your big idea to life. Partner with Visa to do it bigger and faster. Visit visa.co.uk/fintech. If you enjoyed the show, don't forget to subscribe to never miss an episode and leave a review on iTunes and every other podcast app! Spread the Fintech Marketing love by sharing or tweeting this podcast. Follow us on Twitter where you can join the conversation, alternatively email podcasts@11fs.com!Special Guest: Carla Zakhem-Hassan.

Join Luke Richardson, Director of Brand and Comms at Pleo; Alex Campbell, Senior PR and Comms Manager at Freetrade; and Eric Fulwiler, CCO at 11:FS as they unpack the secrets of effective content marketing. They discuss the critical balance between quality and quantity, emphasizing the importance of customer-centric content that educates and engages. The trio also examines the evolving landscape of content strategies, from leveraging social media to the resurgence of email, all while highlighting actionable tips for marketers in the fintech space.

David Wheldon, WFA President Emeritus and former CMO at RBS, shares invaluable insights as a leading voice in fintech. He emphasizes the importance of focusing on customer experience and the evolving dynamics of branded content. Discussing the impact of the pandemic, David highlights the need for agility and creativity in marketing. He also addresses the changing skill set required for CMOs today, advocating for humility and continuous learning as essential traits for growth in this fast-paced industry.

Eric Fulwiler introduces Season 2 of Fintech Marketing podcast, coming back in full force, this time in association with Visa. With a mixture of one-on-one interviews and roundtables accompanied by a new host -11:FS Marketing Director, Mariette Ferreira - Fintech Marketing Podcast S2 brings in some of the brightest minds in the industry to discuss all things fintech marketing. If you enjoyed the show, don't forget to subscribe to never miss an episode and leave a review on iTunes and every other podcast app! Spread the Fintech Marketing love by sharing or tweeting this podcast. Follow us on Twitter: www.twitter.com/11fs where you can join the conversation, alternatively email podcasts@11fs.com!

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing. In the final episode in this series, he speaks to Raja Rajamannar, Global CMO at Mastercard. Raja joined in 2013 and immediately shook up the Mastercard brand, making it contemporary and raising it to 12th place in the top 100 brands in the world, by increasing its brand value by 30%, surpassing Coca-Cola, IBM, and Disney. He did this by, among other things, evolving the brand identity by changing the logo and dropping the brand name - to be one of very few brands in the world to be recognised by their logo alone; investing in experiential marketing and customer experiences via their Priceless campaign, including sponsorship of some of the world’s biggest sports and ESports competitions; and their commitment to their new sonic branding. They also discuss Raja’s philosophy on marketing - that experimentation is necessary and not everything will work - but fail fast and fail cheaply and learn from the failings. And above all else, it’s incumbent on markers to be human first, and in no way exploitative, to be a friend to the customer and to help them out whenever possible - and in no time is this more valid than right now in the middle of a pandemic. Let us know what you thought of series 1, we’d love to hear from you to help make the show even better! Find us @11FS or email podcasts@11fs.com --------------------------------------- Love fintech? Then sign up for our newsletter, Fintech in Five. A snack-sized selection of the week's biggest stories, longer reads, soundbites and more. Just visit this link to sign up!  If you enjoyed this episode, don't forget to subscribe and please leave a review Follow us on Twitter where you can join the conversation, alternatively email podcasts@11fs.com!

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing. In episode 11, he speaks to Georgie Smallwood, Chief Product Officer at N26. They discuss the ever changing role of a CPO, and its cross functionality with N26’s marketing team. Georgie takes us through the N26 marketing philosophy: how they are customer centric; the use of personas; and the importance of matching up marketing copy and the product itself to give the customer the best possible user experience. She also breaks down some of N26’s most well known advertising campaigns including the #nobullshit ads in Germany and the 26 Reasons campaign in the UK. Above all, they discuss the emotional relationships that customers have with their money - and the difference in relationship they have with financial services than any other service - and therefore the respect marketers must have for that when developing products and making changes to their services as it’s customers’ money that is at stake. They discuss N26 itself and its transformation over time from a self-confessed tech company to a tech driven bank, and what that has meant for the organisation as a whole. Finally, Georgie fills us in on some upcoming announcements from N26 including bringing an American style rewards programme to their European customers. --------------------------------------- Love fintech? Then sign up for our newsletter, Fintech in Five. A snack-sized selection of the week's biggest stories, longer reads, soundbites and more. Just visit this link to sign up! 11fs.com/newsletter If you enjoyed this episode, don't forget to subscribe and please leave a review Follow us on Twitter: www.twitter.com/11fs where you can join the conversation, alternatively email podcasts@11fs.com!

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing. In episode 10 he speaks to Laurel Wolfe, VP Marketing at Klarna. Laurel talks about bringing the best creativity and ideas into marketing at Klarna and their drive to create an emotional connection with their customers - which is no mean feat for a digital first fintech brand. She also discusses the importance of having passion for your craft, but equally the value of “done is better than perfect” and the balancing act between creativity and the need for speed of execution. She also debunks the “millennials only” myth surrounding Klarna’s demographic; “Klarna it” becoming a verb and their most recent out of home campaigns, using the slogan “no drama, just Klarna”. They also talk about the super exciting things still to come in 2020 and beyond for Klarna including the reach of their card; their new app allowing US and Australian customers to shop with any retailer; and further international expansion for Klarna as a business and a brand. --------------------------------------- Love fintech? Then sign up for our newsletter, Fintech in Five. A snack-sized selection of the week's biggest stories, longer reads, soundbites and more. Just visit this link to sign up! 11fs.com/newsletter If you enjoyed this episode, don't forget to subscribe and please leave a review Follow us on Twitter: www.twitter.com/11fs where you can join the conversation, alternatively email podcasts@11fs.com!

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing. In episode 9 he speaks to Sarah Frese, Head of Global Product Marketing at Uber Money. Uber Money launched at America's largest fintech event, Money20/20 in Las Vegas last October, and Sarah talks us through its first six months since launch. She explains the role of product marketing at Uber, where Uber Money sits in the global Uber strategy, and their laser focus on their end users. She tells us about understanding their market niche; the importance of their users, which allows them to test, iterate and learn what works best for them; and the value of adapting a global strategy to local markets - of which Uber has many. She also tells us about Uber Money’s overall commitment to financial inclusion around the world, which is their long term strategy and goal. --------------------------------------- Love fintech? Then sign up for our newsletter, Fintech in Five. A snack-sized selection of the week's biggest stories, longer reads, soundbites and more. Just visit this link to sign up! 11fs.com/newsletter If you enjoyed this episode, don't forget to subscribe and please leave a review Follow us on Twitter where you can join the conversation, alternatively email podcasts@11fs.com!

Tessa Pettman, Head of Product Marketing at TransferWise, leads a team focused on customer-centric strategies in fintech. She discusses the evolving role of product marketers and their crucial connection to both developers and customers. Key topics include fostering transparency in communications, leveraging customer feedback for trust, and using data analytics for personalized engagement. Tessa also shares exciting plans for new product launches in Asia, showcasing how local insights drive global marketing success.

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing. In episode 7 he speaks to Rachael Pollard, Chief Growth Officer at Starling Bank. She tells Eric about Starling’s evolving brand identity, about the importance of discovering who they are, what they stand for and what they want to become in the future. They discuss the ways in which the fintech is working on growing its brand awareness, including their recent TV advertisements. Rachael talks about the learnings and challenges from the campaign and how it will evolve in the future. She talks about the competition in the fintech space, and how it’s important for Starling to “run its own race” and to attract a different type of audience and community around their brand. She also talks about the emotional connection between customers and brands and how Starling wants to build that connection with their own customers. Finally they discuss the future roadmap for Starling and the things they have lined up for 2020 and beyond. --------------------------------------- Love fintech? Then sign up for our newsletter, Fintech in Five. A snack-sized selection of the week's biggest stories, longer reads, soundbites and more. Just visit this link to sign up!  If you enjoyed this episode, don't forget to subscribe and please leave a review Follow us on Twitter:  where you can join the conversation, alternatively email podcasts@11fs.com!