The official podcast of the Indian marketer, author and podcaster Yaagneshwaran Ganesh, popularly known as Yaag. Yaag is a self-experimenter and a philosopher at heart who shares his experiences and philosophies on marketing, startups, writing books, running podcasts, and more.
https://the-yaag-project.simplecast.com
episode 65: Real case study: Building your marketing strategy, with Allison Macleod
In today’s episode, Allison Macleod, the EVP of Global Marketing at Flywire takes us through a real case study on how she built and executed the marketing strategy at Flywire -- a payments company with 12 offices around the world, catering to multiple countries, each with different financial systems. She talks about: --> How she went about building the strategy and prioritizations --> What were her key channels before COVID-19? Where did the event budgets redirected to? --> How did they niche down on the industries to go after? --> How does their marketing strategy vary for each industry vertical? --> The marketing team structure and how they measure success? --> Their martech stack and lot more...