CMO interview: Why this fintech marketing chief is banking on customer advocacy for success

Experienced marketing leader shares how the Royal Commission, a culture demand for brand purpose and meaning, and future financial health are all playing into her brand strategy

Melanie Novacan
Melanie Novacan

Agility push

Hand-in-hand with the customer proposition is a push by Novacan to accelerate Stockspot’s rapid development appetite. To do this, she’s been working with the business to interrogate data and understand the market and customers, and accelerate test-and-learn internally.

“We are a digital business, so the only way a customer can interact with us is online, so we need to be testing lots of different things,” she says. “As a CMO, you need to show what that opportunity looks like and get teams to a place where it’s comfortable to be uncomfortable every day.

“While we’re only five years old, that agile thinking and methodology wasn’t a priority. But while we are fundamentally a stringent business with protocols, we can be scrappy when we do marketing. We need to try different things, testing different channels and messages.”

It’s for this reason Novacan describes modern CMOs as “creative problem solvers”. “You have to be creative and analytical in equal amounts to solve problems, create opportunities, and come up with great messaging and advertising,” she says.

“As marketers, we’re constantly taking into account subjective as well as objective matters to strike the right balance. At the end of the day, you just have to strike the right chord with your leaders, customers and people – it’s all people centric.”  

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