Backyard Discovery

WorldRemit

Role: Interim CMO

ACCELERATED GROWTH THROUGH REFRESH OF STRATEGY, ORGANIZATION AND BRAND

OVERVIEW

WorldRemit is a leading global payments platform with more than 5 million active users. The 70 FTE team worked with 4 CMO’s in 8 months, turnover had become a real challenge for the firm and marketing performance was decreasing dramatically. Chameleon Collective was engaged to turn performance around, bring structure and stability to the team, revise strategy and marketing tactics.

RESULT

Due to COVID-19, onboarding was fully remote, After meeting all employees individually in the first two weeks and reviewing all data points, we revised a new marketing strategy to improve performance immediately, refreshed the brand within a month by clarifying its purpose and communication on all POE channels, restructured the team, integrated marketing with product, CS and operations, and added a content practice to the team.  

We were empowered to drive quick change and implemented new processes, strategies, positioning and executions in under three months, decreasing churn dramatically, increasing acquisitions YOY by more than 110% and improving brand awareness in all major markets. 

In the 6+ months working with WorldRemit, we stabilized the team, developed  scalable programs and helped the firm to get ready to become a unicorn in the payments space.