028 Mariette Ferreira
Chief Marketing Officer, PPRO
Mariette Ferreira is CMO at PPRO. I first heard of Mariette when she was working with Eric Fulwiler at 11:FS - their Fintech Marketing Podcast has some gems. Her deep fintech experience includes marketing leadership roles at FairFX and Equals, and you can go deep with Mariette on this episode of CMO Therapy.
“Not sure there are many underrated things in fintech marketing - there are many overrated though...”
The interview
What’s your coffee ritual?
I stick to black coffee before lunch, white coffee in the afternoon. Nothing crazy.
What was your first marketing job?
Working as a marketing assistant at Imperial College London’s startup incubator, doing all the marketing admin the rest of the team didn’t want to do.
What finance apps do you have on your home screen?
Wise for sending money home, all the apps for all my credit cards 😄.
Which newsletter, podcast, or book do you recommend most?
The ones that I love and recommend the most are: MKT1 by Emily Kramer, Freakonomics, and Quiet by Susan Cain.
What’s an underrated growth channel in fintech?
Not sure there are many underrated things in fintech marketing - there are many overrated though... ;-) But sometimes it can be interesting and impactful to leverage channels that have fallen out of fashion such as direct mail and PR, to avoid the noise and cut through.
What keeps you up at night?
Building a team and a career that is future-proofed.
What are the most useful measurement tools you use in your work?
Looker, attribution tools like HubSpot’s (albeit not perfect), and good old Google Sheets.
What’s one fintech brand (other than your own) that’s getting marketing right?
Laura Watkins does an outstanding content job at 11:FS, and I always keep an eye on fintech-adjacent Cognism’s marketing - they deeply understand their buyers.
Why is marketing so hard?
We’re our own worst enemy. We spend more time chasing the next hype and buzzword, than shaping marketing strategy and measurable outcomes.
Whose answers to the above questions would you most like to read?
My fintech friend Bryan McCarty.