064 Cat Daniel
VP Growth & Marketing, Zepz
Cat Daniel is VP Growth & Marketing at Zepz - the group that powers two leading global payments brands: Sendwave (International Remittance) and WorldRemit. Before that, she spent over three years at Monzo working on global growth and was Marketing Director at Barclays UK.
“Don’t underestimate the power of your existing loyal base.”
The interview
What’s your coffee ritual?
An americano as soon as I wake up followed almost immediately by an oat latte.
What was your first marketing job?
My first proper marketing job was at the Financial Times. I was a marketing manager for FT Business magazines, long enough ago for direct mail to be the biggest channel.
What’s an underrated growth channel in fintech?
Refer a friend. Don’t underestimate the power of your existing loyal base. That and owned channels - people forget they exist.
What keeps you up at night?
I spend a lot of time thinking about how we avoid getting so stuck in the weeds to make time for the cool stuff.
What are the most useful measurement tools you use in your work?
Incrementality testing and brand tracking.
What’s one fintech brand (other than your own) that’s getting marketing right?
Nubank in Brazil. Such a strong growth engine with really low cost acquisition and a great understanding of their customers. They make a complex banking system simple and cheaper for customers.
Why is marketing so hard?
I think that’s a myth. It’s not easy but it wouldn’t be fun if it was - and the amount of data, creativity, and ability to move customers at our fingertips is exciting.