Buy now, pay later fintech confirms new marketing chief as May campaign debuts

Openpay extends third-party partnerships to drive new discounts for consumers as part of its May campaign efforts

Payments fintech, Openpay, has confirmed its new A/NZ head of marketing as it takes the wrappers off its annual OpenMay campaign.

The company has recently appointed Kathryn Grant as its new A/NZ head of marketing, recruiting the senior executive from international payment solutions provider, WEX, where she spent four years as head of marketing for Asia-Pacific. Grant boasts of more than 15 years’ experience in marketing, working her way from coordinator to marketing leader of projects and operations at GE before a short stint with ANZ. She joined WEX as a marketing manager before rising to the regional leadership position in March 2018.

The news comes as Openpay launched its latest campaign, which focuses on consumers paying their own way and on their own terms using the company’s plans and payment offerings. The creative also highlights a range of ‘a-May-zing’ deals and discounts available during the month of May from its 50 merchant partner brands across retail, home, auto and health categories. Brands include House, Nine West and Spotlight.

The OpenMay campaign will run across digital out-of-home, paid social and owned channels and was created in partnership with Ryval and Keep Left.

Openpay said the 2021 edition of its OpenMay campaign achieved strong Total Transaction Value (TTV) growth and new customer sign ups by reaching more than 5 million Australians and triggering over 50,000 app downloads.

“We are excited to bring OpenMay to market again as we know consumers are always looking to shop smarter, save money, and better manage their finances,” Grant commented. “We’ve got more partners offering more discounts this year so coupled with Openpay's longer payment plans, this should see customers extracting greater value from their purchases. It’s about consumers getting what they want at the best price, with the greatest flexibility over how they spread the cost.”  

Openpay is one of several players in the booming Buy Now Pay Later (BNPL) financing solution category. The company claims its differentiator in market is its ability to facilitate spending of up to $20,000 with payment terms of up to 24 months.  

A January 2022 report found 43 per cent of Aussies surveyed have used a NBPL service and 25 per cent currently had an outstanding balance. The main reasons for using these services included not having enough money to cover the full amount upfront, it’s easier to budget small payments, and they wanted to take advantage of a timely sale.

The average largest purchased made using these services was $466.74, according to, while the average outstanding balance is $391.56. Just shy of half of the consumers using these services are under 34 years of age.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page 



Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in