Marketing Minds: Interview with Melanie Palmer from Exo Investing

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
3 min read

The Marketing Minds series share real-world stories from marketers showing how digital marketing has helped them develop their careers or businesses.

Marketing Minds: Melanie Palmer

Marketing Mind:

Melanie Palmer

I just work at Exo Investing, because the Head of Growth. Exo is really a new digital wealth manager which requires a purely data-driven method of create individual portfolios for private investors, rebalancing each portfolio daily.

We launched 2 months ago so whilst my role was focussed on audience research, planning and dealing with the team to create out the go-to-market strategy, my key focus now could be to produce a testing technique to ensure we are able to efficiently find out about our audience and hone our proposition to attain product-market fit.

What can be your background in Marketing, and how did you become in the positioning you’re in now?

I already have a Psychology degree, not just a marketing one. My first role when I moved to London was as a media planner and buyer at Mindshare, a GroupM agency, on the American Express account which started my loyalty to the financial services space! Then i moved client-side when i wanted to be engaged in setting the direction and approach from the business perspective.

Whilst I enjoyed my time there, the organization road wasn’t really for me personally that is when I made the big leap in to the startup world! I worked within an InsurTech startup called Konsileo as employee #3 3, because they started to proceed to a B2B angle I began looking for my next role in a B2C product and someone I worked at with Konsileo was working at Exo so that it didn’t take much convincing

Which technical skills can you believe are most significant in your role?

The capability to manipulate large data sets and acquire usable and actionable insights.

Which soft skills prove most readily useful in your role?

Uniting people towards a standard goal, key if you want design/UX/Development resource.

Which markets does your company operate in?

UK only.

Which Marketing or Business related book can you recommend to a colleague, and just why?

Mindset, by Dr. Carol Dweck. It’s awesome. I believe there exists a degree of self-awareness necessary to successfully make the transition from implementer to strategy

What could be one of the primary challenges Marketers face in the market you operate in?

Tracking and attribution. It’s fundamental to understanding what realy works and what doesn’t, however the internet is vast and ever-growing this means more data and much more segmented data which will make digesting information a genuine challenge.

How can you as well as your team overcome these industry challenges?

Very clear objectives right away, that way you will not get overwhelmed by the million various ways of slicing the info. Also do not get too granular prematurely, especially when you’re just getting started.

Marketing Minds: Exo Investing

Please share two digital marketing tools that assist you to as well as your team accomplish your targets each day.

Intercom

Intercom builds a suite of messaging-first products that modern internet businesses may use to accelerate growth over the customer lifecycle, from acquisition, to engagement, and support.

Buffer

Buffer makes it simple to control your business’s social media accounts. Schedule posts, analyze performance, and collaborate together with your team — all in a single place.

In your opinion, do you know the most effective skills a marketer in your role might have?

To be open-minded and data-driven.

What can be your biggest career goal?

CMO of a profitable FinTech company that includes a positive effect on society.

What will be the most significant attributes you search for in a Manager?

It’s not about giving answers, it’s about creating a host where people feel empowered to approach challenges within their own way, along with giving ownership, I believe that’s important from the satisfaction perspective.

What is the greatest little bit of work-related advice you have ever received?

Not having the ability to do something by yourself doesn’t cause you to failing.

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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