Developing an employee branding and culture is often the responsibility of the CMO. But it's not something that should be done alone. It takes alignment and consensus from all of the senior leadership.
That's what we're covering in this episode with Andrea Linehan, CMO of Zai, on how she's been working with key stakeholders to develop internal branding and culture in the wake of the merger that created Zai, and why it was so important to get everyone in the same room together to do so, despite them being spread across 3 different continents.Listen to the full episode and more
Key talking points
- Why it's important to have a strong employee brand and culture.
- How to develop them so they align with senior leadership's outlook.
- The importance of personal interaction and collaboration.
Andrea came to marketing through a fairly circuitous path, with an academic background in finance and accounting. After university, she worked in several different companies in the Middle East in various finance and business management roles, until she sort of stumbled into a marketing position by accident.
It was an eye-opening experience, and she quickly fell in love with the industry, and she's been a marketer ever since. Her background in finance has given her unique skills in managing marketing budgets and insights into that industry, and when she had the opportunity to apply those skills to fintech marketing, she jumped at the chance. She's been in the fintech industry in various CMO roles for the last 7 years, with her current role at Zai, the new brand that's resulted from the merger of CurrencyFair and Assembly Payments.
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