Welcome again to “Meet the Staff Behind VIAINVEST,” the place we offer you an insider’s have a look at the folks powering our platform. This time, we’re sitting down with Igors Prokofjevs, our Head of Advertising. He’s the mastermind behind our advertising methods, shaping how we join with our neighborhood in sharing the VIAINVEST story.
Be a part of us as we peek into his workforce’s each day challenges, triumphs, and artistic drive, which assist maintain VIAINVEST on the forefront of the fintech trade.
Are you able to share a little bit about your background and what led you to your present position as Head of Advertising?
My background consists of over a decade of expertise in administration, advertising, media, and associated disciplines, planning and overseeing the total scope of gross sales, advertising, and communication actions. My preliminary expertise was gained from the most important media and promoting company networks within the Baltics and Central Asia. Later, I led e-commerce actions for Samsung Electronics within the Baltic area and oversaw advertising for telecommunication firm Baltcom, a part of Chunk Group.
I’ve been the Chief Advertising Officer for VIA SMS Group, a holding firm for mortgage originators and VIAINVEST, for over 4 years. My each day obligations are primarily advertising, gross sales, and numerous enterprise improvement initiatives with a transparent give attention to result in buyer acquisition.
What are the important thing obligations and targets for somebody in your place at VIAINVEST?
We’ve got a number of companies and types throughout a number of markets and a set of promoting channels, targets, and targets to achieve. Due to this fact, we should “put on many hats” each day as we work in multicultural and multi-lingual environments with numerous advertising channels, together with conventional media, digital acquisition, influencer advertising, and so forth. I discover it fairly difficult to maintain the simultaneous and aligned progress of VIAINVEST and mortgage originators whereas contemplating laws challenges and market dynamics.
Relating to VIAINVEST, we construct our advertising on the corporate values of belief and transparency. I believe, these are actually vital values to be accountable for, as each financial institution and respected monetary organisation would base their model on.
How would you describe VIAINVEST’s advertising technique, and what makes it efficient in reaching and fascinating your audience?
From P2P lending to asset-backed securities, we’re in a change administration course of. We at present are engaged on a model replace that may embody a very new web site, each visually and technically. We goal to make it quicker, extra usable, and visually interesting. The model’s contact and really feel will change, so we’ve loads on our to-do checklist.
As for advertising technique, we’re attempting to be as clear as attainable about who we’re and what we do. Investing entails dangers, and asset-backed securities might sound difficult for retail buyers. Therefore, our mission right here is to clarify our product properly and discover the fitting communication channels, whether or not it’s a Telegram publish or collaboration with an influencer who might help us unfold a message. This dynamic tempo is what we’re enthusiastic about, right here within the Advertising division.
What distinctive challenges do you face when advertising monetary providers, and the way do you overcome them?‘
I might strongly differentiate common monetary providers from IBF-licensed platforms. Laws, a algorithm, insurance policies, and suggestions, makes the atmosphere difficult and will increase the complexity of decision-making. Then again, as a marketer, monetary providers, much like different extremely regulated, are way more attention-grabbing, as you face an additional layer of complexity in each motion you propose and execute.
How do you method model constructing within the aggressive fintech house, and what key components do you give attention to to distinguish VIAINVEST?
The atmosphere we’re at present working in appears to be fairly difficult for a number of causes. On the one hand, strict guidelines throughout the European Union state that companies operating operations much like VIAINVEST have to be licensed. This results in a very completely different algorithm and obligations in numerous inside processes for IBF-licensed corporations, i.e. buyer acquisition channels and communication messages, passporting throughout completely different nations, in depth KYC, and so forth. All issues thought-about carry an additional layer of transparency, safety and accountability for the buyers. Then again, there are nonetheless some P2P platforms working within the gray space, being registered outdoors European jurisdiction whereas sustaining some degree of operations right here. In the meantime, the market is shifting; we don’t function beneath the identical guidelines and may differentiate primarily based on what our product is.
What qualities do you search for in your advertising workforce members, and the way do you encourage creativity and innovation?
I will be proud to work with a workforce of nice people and professionals. Advertising workforce is beneath 10 members, however we efficiently preserve operations in a set of nations and merchandise. We cowl most design, copywriting, front-end, affiliate/companion advertising, and efficiency advertising processes internally.
As for the creativity and innovation, I imagine it’s extra about an atmosphere the place we’re at and the openness, belief and help in between each other. I really feel like we’ve all of the chemistry vital for magic to occur.
What side of your job conjures up you probably the most each day?
The unending challenges, an important workforce and an ideal work-life stability retains me going.
Thank You for studying the most recent weblog in our “Meet the workforce behind VIAINVEST” collection. We hope this offers You a greater understanding of what occurs behind the scenes at VIAINVEST.
Look out for the next ones!
Joyful investing, VIAINVEST
Disclaimer.
That is advertising communication, not funding recommendation or funding analysis. Investments contain sure dangers and prices. Authorized details about SIA “Viainvest” and its providers is obtainable right here: https://viainvest.com/en/firm/authorized.
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