It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Fintech startup GetCapital has appointed its first head of marketing, Claire Morgan to lead its customer-centric approach in the B2B fintech stapce.
Morgan, who started her new role in January this year, made the move after being the brand, marketing and communications manager at fintech company MoneyMe for just under two years. Some of her key responsibilities include developing and executing strategic marketing campaigns to achieve measurable performance results across traditional and online channels
According to Morgan, the newly created role in the fintech SME lender was set up to facilitate the rapid growth of the GetCapital business and brand.
“I am excited to be a part of the GetCapital team and take on new challenges in the B2B fintech space,” she told CMO. “I feel very encouraged by GetCapital’s highly customer-centric approach and the focus on blending traditional relationship management with cutting edge technology to service Australian SMEs.”
One of Morgan's key projects at MoneyMe prior to her move to GetCapital, was the rollout of a new social sharing project to drive customer engagement by getting customers to wrap their cars with the firm's branding and hashtags to receive free fuel for the summer.
Since Morgan's departure, a spokesperson confirmed MoneyMe hasn’t actually opted for a new CMO, Instead, the company has decided to outsource its writing while trialling having their staff participate in all social media activity. The move was made with the rationale that MoneyMe’s staff perfectly emulates their target demographic – the millennial market.
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