Natalie Lane.

Creative Strategy Team Lead
Monzo Bank <> Ladder



August - December 2021

Monzo partnered with Ladder for the critical relaunch of their performance marketing, after two years / pre-pandemic. This would be Ladder’s biggest client partnership to date.

As Client Lead on Monzo and Team Lead internally, my responsibilities were split between strategic planning, creative direction and project management.


Responsibilities:

  • Led Monzo’s onboarding at Ladder: brand discovery workshop, creative exploration and established bespoke ways of working between key stakeholders.

  • Quarterly strategy planning. Launched acquisition campaigns across Facebook, Instagram and Google UAC initially, then Search, Display, Programmatic and Twitter.


  • Managed multiple creative workstreams and tight turnarounds: test campaigns, BAU content and iterations - to scale while also driving performance efficiency.


  • Led Monzo’s App Store refresh across Apple and Google Play: brand positioning, messaging and design execution.


  • Developed the creative strategy for their 2022 channel launch on TikTok.


    • Achievements:

    We took activity from 0 to 10k new customers in the first 30 days, while within our benchmark KPIs for installs and activations.

    In December, Monzo secured another $500m in funding, and its valuation surged to $4.5bn - an increase of more than 200% since the start of the year, as thousands of new customers helped double their revenues.

    Our performance marketing drive, alongside other channels of course, helped play a part in Monzo's great achievement.

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