Pay.com.au: Recruit the Marketing function of a B2B Fintech
Challenge: build the marketing function of a newly launched fintech operating in the highly competitive payments category, then scale the team as the business rapidly expands.
Action: identify clear points of difference to create a compelling narrative for us to recruit, building on it as the company grew
Result: hired the entire marketing team, enabling the business to become one of the most recognised start-ups in the country.
Challenge
Pay.com.au is a B2B payment platform that helps customers earn points on their business transactions. They launched when the Fintech category rapidly expanded and became congested, making it difficult to cut through the noise and recruit the best talent.
As the business began to scale, the challenge evolved, requiring us to work quickly while ensuring the same precision and quality level.
Action
We identified the opportunity to build a narrative around the marketing function that drew on their content strategy. Pay.com.au customers get access to amazing benefits and experiences by using the platform to earn points. This allowed us to emphasise the more emotive and creative opportunities in the team, clearly differentiating the company in a category focused on feature and product marketing.
Result
Recruited every member of the marketing team
100% fill rate on roles briefed
87.5% retention rate over 5 years
Expanded relationship to successfully recruit several roles in Product and Operations
- David Walsh, Head of Marketing and CX