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
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.”
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
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