Data-driven marketing at a home loan provider

If Zara Cobb was ever going to take a CMO role, there was a good chance it would be at a data-driven organisation.

Cobb started her career more than a decade ago working in media agency roles in London and Australia, including a stint as head of strategy and analytics at Match Media. Now she finds herself in the role of CMO at fintech, Lendi, a home loan platform that uses data to match loans to the specific needs of borrowers. The six-year-old company has enjoyed a rapid rise and is on track to hit $10 billion in settlements this year.

It is a highly data-driven organisation, with a business intelligence and analytics team operating across every division in the business. That makes it a company that is well suited to Cobb’s skillset.

“Being a fintech, what was needed was someone who understood the mechanics of marketing, but who also had strategic and creative thinking but wasn’t afraid to get into the detail,” she tells CMO. “I don’t really do anything without numbers.”

The numbers mattering most to Cobb might also be somewhat different to those often associated with marketing.

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Source: CMO interview: Data-driven marketing at a home loan provider – CMO Australia