The purpose of purpose
Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.
Credit Card Compare brings on first marketing chief
Fintech player looks to build international growth with new hire
Australian credit card comparison website, Credit Card Compare, has brought on its first marketing chief as part of plans to drive international expansion.
Caroline Raffan joins the fintech as inaugural head of marketing from her former role as senior marketing executive with AusFilm, and has more than 10 years’ experience in brand strategy, campaign development, digital marketing, events, content creation, research and social media marketing.
In a statement, Credit Card Compare co-founder, David Boyd, said the appointment is one element in a wider plan to aggressively expand into overseas markets and build up market share.
“For the past decade, we’ve focused on building and refining our sophisticated technology and credit card database to create a way for Australian consumers to make more informed credit card choices according to their lifestyle and financial situation,” he said, adding the site now has more than 2 million visits annually.
“This next phase is about leveraging our technology and database and ensuring marketing efforts are growing in a commensurate manner… From brand strategy to market research to project management, Caroline is the 360-degree marketer we need to boost our public profile as we continue to grow.”
A core priority in Raffan’s new role will be working with head of sales and partnerships, Stephen Henderson, to tightly integrate sales and marketing efforts.
“Creating an entire marketing and branding strategy from the ground level in the rapidly evolving fintech industry is any marketer’s dream,” Raffan said. “It’s an exciting time to be part of the fintech industry – a place where the future is happening now – as it’s one of the fastest-moving and most competitive environments in Australia, with endless opportunities for innovation.”
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