017 Yoann Pavy
Chief Marketing Officer, Nude
Yoann Pavy is Chief Growth Officer at AIApply, an AI start-up that helps people automate their job search and find their dream role. He’s also a growth advisor, mentor, and podcaster over at In Growth We Trust. He did some excellent work in his time as CMO at Lifetime ISA provider Nude, which was acquired by Tembo in 2024.
“Nothing grows retention like solving problems before they tweet.”
The interview
What’s your coffee ritual?
Espresso, extra hot. Because lukewarm ambition is not an option.
What was your first marketing job?
Selling plumbing parts at Leroy Merlin in France during a summer - a pipe dream 🛠️.
Which newsletter, podcast, or book do you recommend most?
Prof G Markets - it’s like therapy but for global economy, stock market, and tech news.
What’s an underrated growth channel in fintech?
Customer support. Nothing grows retention like solving problems before they tweet.
What keeps you up at night?
Attribution models and the haunting question: “What’s the ROI on that?”.
What are the most useful measurement tools you use in your work?
PostHog and a sixth sense for when the CFO’s about to ask for CAC.
What’s one fintech brand (other than your own) that’s getting marketing right?
PensionBee UK (shout out Jasper Martens) - clear messaging, cheeky tone, and somehow made pensions cool(ish).
Why is marketing so hard?
Because everyone’s got opinions, but only the data gets a seat in the boardroom.
Whose answers to the above questions would you most like to read?
Whoever runs Duolingo’s TikTok. I need to understand that level of chaos genius.