Nomad Global
nomad explorer
Nomad Global · Senior Product Marketing Manager · 2024
CONTEXT
nomad's ecosystem was growing, but customers still relied on traditional credit cards with no real understanding of multi-currency life. the company also had a strategic push toward investments, and a premium card was the right door into that.
i coordinated an external research agency across three stages: general credit card behavior in brazil, our own customer base's perk preferences, and feedback during the family & friends and beta phase.
MY RESPONSIBILITIES
- market research coordinated with an external agency, across three stages
- benchmark analysis and definition of the perks package
- card naming, leading the collective brainstorm with product and creative
- value proposition and messaging map
- validation of welcome kits and management of shipping logistics
- built the launch plan end to end, entirely in house, no agency support
- coordinated delivery across pr, paid, social, product, partnerships, creative, and crm
MORE PHOTOS
STRATEGY
the name "explorer" came out of a collective brainstorm and captured exactly what we wanted to say: a card for people always moving between countries, currencies, and plans. the value proposition landed as simple to say, easy to remember.
1.6x to 3x points per dollar spent, unlimited nomad lounge access at guarulhos, cashback in dollars, zero annual fee.
MARKETING CHANNELS
- pr
- paid social
- organic social
- product (in-app)
- partnerships
- crm
VIDEO / PHOTO
RESULTS
- launched 06/03/2024
- ~12% increase in auc (assets under custody)
- growth in accounts opened by mass-affluent customers