015 Oscar Mackenzie
Head of Marketing, Shares
Oscar Mackenzie has extensive experience both agency and client side. He’s currently Director of Social and Influencer Jungle Creations. Before that he was Head of Marketing at Shares, and Social Media Lead at Cleo. Last year he was on the judging committee for the Effie Worldwide Awards, so you know he knows his onions.
“The nagging feeling that you might only be as good as your last campaign.”
The interview
What’s your coffee ritual?
After a period of caffeine abstinence I’m now limiting myself to an americano first thing and another just after lunch. Any more and things go south pretty quickly.
What was your first marketing job?
Slinging second-hand records on eBay aged 15. I didn’t know it at the time but it was the best possible introduction to understanding scarcity, driving attention, and converting it.
Which newsletter, podcast, or book do you recommend most?
Hard recommend on Ryan Broderick’s newsletter and podcast Garbage Day - a constant source of on-the-money hot takes that doesn’t take itself too seriously. For more esoteric takes on culture and trend forecasting I love Sean Monahan’s 8Ball.
What’s an underrated growth channel in fintech?
Coming from an organic social background there’s only one answer here for me. Organic social is undoubtedly the biggest lever that brands can pull to drive efficiency through the funnel, and it’ll stay that way for the foreseeable future.
What keeps you up at night?
The nagging feeling that you might only be as good as your last campaign. I’m getting better at reminding myself that this is a complete fallacy.
What are the most useful measurement tools you use in your work?
I’ve used so many platforms over the years. Ultimately it’s all about what works for you and your team. As long as the data is accurate and the insights are actionable then you’re good to go. From an attribution perspective, AppsFlyer comes out on top.
What’s one fintech brand (other than your own) that’s getting marketing right?
Cash App will always be the gold standard. Still one of the only consumer fintechs that have genuinely earned a place in culture. “The Balcony” campaign with Kendrick Lamar and Ray Dalio will always be one of my favourites.
Why is marketing so hard?
Quite simply because everyone else thinks they can do it.