006 Claire Crisford
Marketing Director, AJ Bell
Claire Crisford, MCIM is a marketer with over 20 years’ experience working on iconic consumer brands like Sky. Most recently, she was Marketing Director at AJ Bell where she led customer marketing through a period of record growth (over 500,000 customers and £85 billion AUM). She’s incorporating AI into her work and wrote a post about her learnings so far.
“Not getting a good night’s sleep - it’s the equivalent of turning up to work drunk.”
The interview
What’s your coffee ritual?
3 shots of espresso on ice with a splash of water added.
What was your first marketing job?
PR for a major global bank - I was so green and my boss was an ex military helicopter pilot. The advice he gave stays with me still.
What finance apps do you have on your home screen?
Lloyds Bank for everyday banking. AJ Bell for investing. American Express and Virgin Money for travel points. Chase when travelling.
Which newsletter, podcast, or book do you recommend most?
It has to be The Measure of a Man by Sidney Poitier - a timeless read on the power and impact of knowing your values and staying true to it.
What’s an underrated growth channel in fintech?
In a category where trust is key, word of mouth is gold dust. All you need is a brilliant proposition built on insight, delivered consistently.
What keeps you up at night?
Not getting a good night’s sleep - it’s the equivalent of turning up to work drunk. Remember, 90% of things we worry about never happen.
What are the most useful measurement tools you use in your work?
People first and performance will follow. Regular dialogue is key - create the foundations for success and ensure they feel seen, heard, understood, and valued.
What’s one fintech brand (other than your own) that’s getting marketing right?
We’re all on a journey but Monzo are the darling of the fintech industry - marketing extends beyond advertising. Every customer interaction needs to deliver consistently on your brand promise.
Why is marketing so hard?
Because everyone thinks they can do it 😉 That said, everyone has a role to play in delivering on the brand promise consistently in every customer interaction.
Whose answers to the above questions would you most like to read?
Mauro Porcini - Chief Design Officer at PepsiCo and one of my virtual mentors.