Building a global and sustainable marketing org | Cian Weeresinghe (Wise, Secret Escapes)
Description
Cian is the Chief Marketing Officer at Wise, a global fintech company which solves for international money challenges for consumers and businesses. Cian was the Chief Customer Officer at Secret Escapes, a members-only travel and experiences company, working across brand, performance marketing, CRM, data science, and product. He's also spent time at The Guardian, ASOS, eBay, Lloyds Bank, and Capital One.
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We talk about:
- Building regional marketing teams
- The role of measurement in decision-making, and the relationship between marketing and finance
- Leaning into customer experiences to differentiate from a crowded space
- Why it's not advisable to apply universal playbooks
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Where to find Cian:
Cian's LinkedIn Profile: https://www.linkedin.com/in/cianw/
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Where to find Patrick:
Patrick's LinkedIn Profile: https://www.linkedin.com/in/pcmoran/
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(02:22 ) Introduction to Wise
(05:51 ) Foundations on consumer marketing and building out B2B and enterrprise marketing
(08:08 ) State of the European macro environment and the implications to Wise
(10:17 ) Product led growth and developing a solid product experience to drive more acquisition
(13:19 ) Ensuring marketing is a growth lever and drives causal impact
(15:48 ) Using a predictable LTV and fully loading costs within a 12 month payback period. Establishing profitable cohorts
(21:48 ) Building SEO at scale to drive organic acquisition and an owned sophisticated affiliate network to contribute to SEO traffic (wow)
(24:19 ) Leaning in on content for B2B marketing
(25:05 ) Regional and international organizational models
(29:54 ) Lifecycle marketing and CRM operations
(32:00 ) The CMO/CFO relationship and developing the conviction and trust around governing spend
(35:40 ) Establishing the brand mostly against banks
(40:53 ) Not believing in universal playbooks which is broken with new constraints. Focusing on first principles
(44:08 ) Execution is not the only thing that matters
(47:27 ) Sustained CMO leadership
(50:26 ) Where to find Cian!
United States
