16 episodes

We want to talk to the people making the decisions in top Financial Services and fintech brands.
What do they take inspiration from? What makes them tick? What campaigns have worked for them and really make a difference? What have they learnt?
Hosted by our CMO Eric Fulwiler, we'll be interviewing fellow CMOs and Heads of Marketing across global fintech and banking brands to explore how they drive the growth of their businesses through marketing.

Fintech Marketing Podcast by 11:FS The 11:FS Team

    • Business
    • 4.8 • 21 Ratings

We want to talk to the people making the decisions in top Financial Services and fintech brands.
What do they take inspiration from? What makes them tick? What campaigns have worked for them and really make a difference? What have they learnt?
Hosted by our CMO Eric Fulwiler, we'll be interviewing fellow CMOs and Heads of Marketing across global fintech and banking brands to explore how they drive the growth of their businesses through marketing.

    3. Citi: Working for the customer is critical ft. Carla Zakhem-Hassan

    3. Citi: Working for the customer is critical ft. Carla Zakhem-Hassan

    Eric Fulwiler is continuing his mission to learn how the world’s hottest fintech start-ups and the biggest and most innovative financial service brands drive growth through modern-day marketing.


    Today's special guest is Carla Zakhem-Hassan, CMO at Citi.


    She talks about her experiences as an immigrant in the US, the importance of empathy - as a person and as a marketer - and how it's critical as a marketer to remember that you are working for your customer.


    She highlights the power of names in a person's identity, and the importance of Citi's recent team up with Mastercard to allow transgender and non-binary customers the ability to put their true name on their bank cards, hopefully the first of many similar initiatives.


    This season of Fintech Marketing Podcast is sponsored by Visa
    Whatever your payment plans, Visa, the world’s leader in digital payments, is on hand with the expertise, programs, solutions, and partner networks to help make it happen. Bring your big idea to life.
    Partner with Visa to do it bigger and faster.
    Visit visa.co.uk/fintech.


    If you enjoyed the show, don't forget to subscribe to never miss an episode and leave a review on iTunes and every other podcast app! Spread the Fintech Marketing love by sharing or tweeting this podcast.


    Follow us on Twitter where you can join the conversation, alternatively email podcasts@11fs.com!
    Special Guest: Carla Zakhem-Hassan.

    • 33 min
    2. Roundtable - What does good content marketing look like?

    2. Roundtable - What does good content marketing look like?

    Welcome to the first roundtable of the Fintech Marketing Podcast season 2, where your host Mariette Ferreira is on a mission to continue learning how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.


    In today’s episode, we look at what good content marketing looks like. Content is in the marketing toolkit for most brands, but it’s really hard to get right. We have some great guests that help us unpick this and dive a bit deeper in the quality, quantity, and growing trends. How do you define good content, what does good distribution look like, why is volume of content so important and how do you balance quantity and quality? All of this and much more on today's show!


    We are joined by:



    Alex Campbell, Senior PR and Comms Manager, Freetrade
    Luke Richardson, Director of Brand & Comms, Pleo
    Eric Fulwiler, CCO, 11:FS


    This season of Fintech Marketing Podcast is sponsored by Visa
    Whatever your payment plans, Visa, the world’s leader in digital payments, is on hand with the expertise, programs, solutions, and partner networks to help make it happen. Bring your big idea to life.
    Partner with Visa to do it bigger and faster.
    Visit visa.co.uk/fintech.


    If you enjoyed the show, don't forget to subscribe to never miss an episode and leave a review on iTunes and every other podcast app! Spread the Fintech Marketing love by sharing or tweeting this podcast.


    Follow us on Twitter: www.twitter.com/11fs where you can join the conversation, alternatively email podcasts@11fs.com!
    Special Guests: Alex Campbell, Eric Fulwiler, and Luke Richardson.

    • 38 min
    1. Marketing never stops. Ft.  David Wheldon

    1. Marketing never stops. Ft.  David Wheldon

    Welcome to the very first episode of the Fintech Marketing Podcast season 2, where your host Eric Fulwiler is on a mission to continue learning how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.


    We kick off with David Wheldon - WFA President Emeritus and Former CMO at RBS - one of the leading voices in fintech both in the UK and worldwide.
    David Wheldon tells Eric all about the importance of focusing on your customer, the changing perspective of the value of branded content, and how to keep learning and improving.


    David tells Eric what worked for him, what didn’t go so well and what the future holds for for the world of marketing, as well as what his sources of inspiration are as a financial services marketer.


    This season of Fintech Marketing Podcast is sponsored by Visa
    Whatever your payment plans, Visa, the world’s leader in digital payments, is on hand with the expertise, programs, solutions, and partner networks to help make it happen. Bring your big idea to life.
    Partner with Visa to do it bigger and faster.
    Visit visa.co.uk/fintech.


    If you enjoyed the show, don't forget to subscribe to never miss an episode and leave a review on iTunes and every other podcast app! Spread the Fintech Marketing love by sharing or tweeting this podcast.


    Follow us on Twitter: www.twitter.com/11fs where you can join the conversation, alternatively email podcasts@11fs.com!
    Special Guest: David Wheldon.

    • 36 min
    Season 2 Preview

    Season 2 Preview

    Eric Fulwiler introduces Season 2 of Fintech Marketing podcast, coming back in full force, this time in association with Visa. With a mixture of one-on-one interviews and roundtables accompanied by a new host -11:FS Marketing Director, Mariette Ferreira - Fintech Marketing Podcast S2 brings in some of the brightest minds in the industry to discuss all things fintech marketing.


    If you enjoyed the show, don't forget to subscribe to never miss an episode and leave a review on iTunes and every other podcast app! Spread the Fintech Marketing love by sharing or tweeting this podcast.


    Follow us on Twitter: www.twitter.com/11fs where you can join the conversation, alternatively email podcasts@11fs.com!

    • 4 min
    Episode 13: Mastercard: Being human in times of crisis ft. Raja Rajamannar Global CMO

    Episode 13: Mastercard: Being human in times of crisis ft. Raja Rajamannar Global CMO

    Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.


    In the final episode in this series, he speaks to Raja Rajamannar, Global CMO at Mastercard. Raja joined in 2013 and immediately shook up the Mastercard brand, making it contemporary and raising it to 12th place in the top 100 brands in the world, by increasing its brand value by 30%, surpassing Coca-Cola, IBM, and Disney. He did this by, among other things, evolving the brand identity by changing the logo and dropping the brand name - to be one of very few brands in the world to be recognised by their logo alone; investing in experiential marketing and customer experiences via their Priceless campaign, including sponsorship of some of the world’s biggest sports and ESports competitions; and their commitment to their new sonic branding.


    They also discuss Raja’s philosophy on marketing - that experimentation is necessary and not everything will work - but fail fast and fail cheaply and learn from the failings. And above all else, it’s incumbent on markers to be human first, and in no way exploitative, to be a friend to the customer and to help them out whenever possible - and in no time is this more valid than right now in the middle of a pandemic.


    Let us know what you thought of series 1, we’d love to hear from you to help make the show even better! Find us @11FS or email podcasts@11fs.com


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    If you enjoyed this episode, don't forget to subscribe and please leave a review


    Follow us on Twitter where you can join the conversation, alternatively email podcasts@11fs.com!

    • 38 min
    Episode 12: N26: Understanding customers' emotional relationship with finance ft Georgie Smallwood

    Episode 12: N26: Understanding customers' emotional relationship with finance ft Georgie Smallwood

    Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.


    In episode 11, he speaks to Georgie Smallwood, Chief Product Officer at N26. They discuss the ever changing role of a CPO, and its cross functionality with N26’s marketing team. Georgie takes us through the N26 marketing philosophy: how they are customer centric; the use of personas; and the importance of matching up marketing copy and the product itself to give the customer the best possible user experience. She also breaks down some of N26’s most well known advertising campaigns including the #nobullshit ads in Germany and the 26 Reasons campaign in the UK.


    Above all, they discuss the emotional relationships that customers have with their money - and the difference in relationship they have with financial services than any other service - and therefore the respect marketers must have for that when developing products and making changes to their services as it’s customers’ money that is at stake.


    They discuss N26 itself and its transformation over time from a self-confessed tech company to a tech driven bank, and what that has meant for the organisation as a whole. Finally, Georgie fills us in on some upcoming announcements from N26 including bringing an American style rewards programme to their European customers.


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    Love fintech? Then sign up for our newsletter, Fintech in Five. A snack-sized selection of the week's biggest stories, longer reads, soundbites and more. Just visit this link to sign up! 11fs.com/newsletter


    If you enjoyed this episode, don't forget to subscribe and please leave a review


    Follow us on Twitter: www.twitter.com/11fs where you can join the conversation, alternatively email podcasts@11fs.com!

    • 44 min

Customer Reviews

4.8 out of 5
21 Ratings

21 Ratings

AnastasiaEfr ,

The best marketing podcast!

Extremely real and insightful podcast. The host is great at keeping the conversation flowing and has the most exciting guests from the leading FinTechs. You can really get to know the guests and learn some handy things from them. More of this please, Eric!
Highly recommended!

DannyLowney ,

Eric is a beast! These are so good 👏🏼

Thanks 11:FS team - loving these shows and great opportunity to hear real and valuable conversations. Just finished the James Kyd ep

sydneyellamae1 ,

Highly Recommend✨

Fintech is such a huge topic it’s great to have different 11:FS podcasts that dive into the different sections in more depth.

Great length, interesting and informative. Looking forward to the next episode!

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