We're welcoming a new regular guest to CMO Diaries: Andrea Linehan, CMO of fintech company Zai!
Regular CMO Alliance devotees might recognize Andrea from her appearance on our other show, CMO Convo. Back then, she joined us as the CMO of CurrencyFair. But the new company name isn't because Andrea's changed companies, it's because CurrecnyFair has merged with Assembly Payments to create the new brand: Zai.
And that new brand is what we're talking about in Andrea's first episode of CMO Diaries. She and her team have been hard at work creating a new brand to represent the merger, and she's here to share her insights and processes for other CMOs who might have to do the same.
Key talking points
- Why a new brand was important as a result of the merger, both internally and externally.
- The important considerations and processes in developing a great brand for merged organizations.
- The importance of input from both sides of a merger to get great results.
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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