Revolut’s first CMO on using marketing as a catalyst for growth
The fintech brand has experienced rapid growth in recent years, much of which can be attributed to its increased focus on marketing.
Fintech brand Revolut has tripled in size since Antoine Le Nel took charge of the marketing reins three years ago. Having built the brand and global marketing team from scratch over that time, Le Nel is fresh in his new role as chief growth and marketing officer and looking to “take the brand to more inspirational ground”.
“Revolut is on an accelerated growth journey and we have adapted our marketing strategy to the stage we’re in,” says Le Nel, who takes on the new role as Revolut reports a record annual pre-tax profit of £438m. “We have created the CMO role to make sure the narrative is more consistent as we move forward.”
This means moving away from the product focus that has helped to build a 45 million-strong user base and adding more feeling to the brand.
“In the last two years [we have] been quite product-focused, to explain what Revolut is and how it can help,” he tells Marketing Week. “Now, it’s not only what Revolut does for you, but how it makes you feel.”
