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.
---
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
---
Where to find Cian:
Cian's LinkedIn Profile: https://www.linkedin.com/in/cianw/
---
Where to find Patrick:
Patrick's LinkedIn Profile: https://www.linkedin.com/in/pcmoran/
---
(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!
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Special Summer Offer: Exclusively on Apple Podcasts, try our Dateline Premium subscription completely free for one month! With Dateline Premium, you get every episode ad-free plus exclusive bonus content.