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Scaling for global marketing with vertical squads [podcast]

In this episode of The Marketer’s Journey, I interview Allison MacLeod, EVP of Global Marketing at Flywire. Allison rose to her current role by constantly pursuing education and ensuring she was advocating for herself and putting her hand up for new opportunities. In this episode, we discuss her career journey and philosophies, before diving into the true meaning of marketing globally and the perks and challenges of leading and marketing on a global scale. Flywire goes to market in verticals and takes a “squad-based” approach that allows them to ensure they aren’t working in silos and ultimately, that everyone stays connected with Flywire’s overall goals and objectives.  

Key takeaways from this episode:

  • It’s important to always raise your hand to try things. Learn more, be open more. Value growth in learning and being challenged.
  • Flywire’s approach to product and marketing comes down to one core sentiment: you can’t work in silos. Everyone at a company must work in pursuit of a shared vision even if you’re performing different tasks.
  • As a global company, it’s important to understand your customers everywhere. Many companies have marketers in North America working to understand markets all over the world but it helps infinitely to have people on the ground in each market with a deep understanding of the demographic.

Check out this and other episodes of The Marketer’s Journey on Apple PodcastsSpotifyStitcher, and Google Play

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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