Michelle Barry

PR Transformation Journey

Snap Finance digital transformation & ABM

In 2020, amidst unprecedented challenges, Snap Finance faced critical leadership exits, an outdated corporate image, and evolving consumer behavior. Partnering with Chameleon Collective, Snap sought transformative solutions encompassing leadership, digital presence, and marketing workflows.Lead: Chameleon deployed an interim CMO to bridge leadership gaps. The seasoned CMO crafted a comprehensive strategy aligning with consumer behavior changes and reshaped Snap's direction. Transitioning to an interim Chief Strategy Officer, his strategic acumen continued to guide Snap's growth.Deliver: Strategic initiatives focused on Marketing and Communication, Data Optimization, and B2B Engagement. Customer journeys were revised, with targeted SMS and email protocols addressing app abandonment. Creative Operations Manager and Chameleon's creative team bolstered internal creative capacity. Data mapping strategies were refined, enhancing communication precision. An Account-Based Marketing strategy fortified B2B engagements. Crisis communication playbooks aided Snap during a data breach in 2022.Recruit: Chameleon supported leadership recruitment, placing an interim CMO and aiding in talent screening. Brand presence on key recruitment sites was refined.Impact: Snap's website applications during Black Friday peaked, surpassing previous records. Account-based marketing campaigns generated active leads, contributing to a massive pipeline. Chameleon's impact extended beyond numbers; Snap's executive team credited the partnership for growth in 2020 and 2021. The collaboration transformed Snap into a recognized leader in the Buy Now, Pay Later (BNPL) sub-prime financing niche. The interim leadership redefined processes, established project management systems, and enabled Snap to thrive independently.In summary, Chameleon Collective's collaboration with Snap Finance transcended traditional consultancy, representing a shared journey to redefine digital norms and propel the brand to new heights in the face of adversity.

Reshaping Communication Strategy

Retail Industry White Paper