Nimble Money launches search for chief marketing officer ahead of brand positioning

Financial services company Nimble is looking for a CMO as part of what the company describes as a ‘repositioning strategy.’

Nimble, a short term lending service, achieved notoriety with a series of ads featuring a man in a bunny suit helping out people in financial distress. While the financial services company pulled one TV commercial, the Ad Standards board dismissed complaints against the campaigns in 2015 and the following year.

Mumbrella’s 2015 worst ads of the year review was scathing about the pulled TVC: “Blink and you will have missed the cruel exploitation of people who can’t afford to pay their utility bills by fast loan provider Nimble. Nimble by name, nimble by nature.

“The company swiftly pulled the ad after it was flooded with complaints about the man who could not pay his gas bill because he didn’t get paid for another week. The bearded and bespectacled hipster in the rabbit suit might have picked up a few creative awards for the brand and agency McCann in Melbourne, but the campaign probably deserved myxomatosis.”

While the Ad Standards board were satisfied with the Bunny campaign, the Australian Securities and Investment Commission was less happy and ordered Nimble later in 2016 to refund $1.5m to more than 7,000 customers after finding the company had failed to meet its responsible lending obligations.

In the advertisement for a new CMO, Nimble are looking for a candidate that “demonstrates a track record in delivering digital/marketing innovation, strategy execution, generating sales and preparing the company for the next growth phase.”

The new CMO will “lead a wide range of digital marketing activities, heavily focused on revenue generation and customer acquisition” along with “implementing customer acquisition strategies and innovative product offerings.”

Mumbrella has contacted Nimble for more details of the company’s repositioning strategies and what role current head of brand and marketing, Nicole Seaman will hold under the new CMO.


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