Michael Goodbody’s journey to CMO of FinTech company Dave is certainly unique, starting in professional sports, moving to journalism, then switching to FinTech marketing. Spending time at fast-growing financial institutions like Wise (formerly TransferWise) and Credit Karma gave him an exceptional growth marketing lens within a space known for growth leveling.

In this episode, Michael and I discuss his marketing process, his focus on products that achieve what people are looking to do, countering the competition, and Michael’s thoughts on the type of talent he’s looking for in marketing today.

In this episode, you’ll learn:

  • Keys to differentiation in the FinTech Space
  • The difference between creative growth marketers and data-driven creatives
  • What type of creative talent is needed for FinTech marketing

Key Highlights

  • [01:30] Michael’s path to marketing
  • [06:56] All about Dave
  • [08:41] How Dave’s unique background contributed to current success
  • [10:24] Approaching the role of CMO
  • [12:37] Growing within the FinTech space
  • [21:48] Continuing to stand out in a crowded marketplace
  • [28:16] What marketing looks like at Dave
  • [33:01] Defining marketing talent at Dave
  • [38:19] An experience that defines Michael
  • [40:06] Michael’s advice for his younger self
  • [42:38] What marketers should be learning more about
  • [46:05] Brands and causes we should notice
  • [48:14] The biggest opportunity or threat for marketers today

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.