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Interview with Peter Panayi, Head of Marketing at Plutus.it

Rhythm Singhal By Rhythm Singhal in Interviews on

Peter is the Head of Marketing at Plutus, a gateway that connects the blockchain technology with pre-existing infrastructure. It empowers users to make contactless payments at every local brick & mortar store with an NFC-enabled point-of-sale terminal. He is responsible for their organization’s marketing and communications strategies as well as overall branding and image.

Your Journey as a Marketing Professional.

I have been quite fortunate in identifying a career that interests me from an early age and I have made sure I pursued this to the fullest.

After graduating, I joined BT within a business development function and quickly rose through the ranks, working my way up to a regional head in global services and managing a key accounts team. I won four awards in sales management across the five-year period before moving on to Head of Product Sales at YouGov, market research and analytics firm. Here I was responsible for pre-failed products and new products, which I was able to turnaround into market leaders.

From here, I transitioned over to jobs with more marketing orientated roles such as Head of Sales and Product Development at EMP Media, and Commercial Director at PEX Network; both aimed at different target audiences. I took on greater responsibilities surrounding go-to-market strategies, product launches and driving revenue; and the roles greatly elevated my marketing skillsets to a standard that matched my sales management experience. With publications awards for best new titles from the National Magazine Association in 2016.

It was from here that I decided to focus my attention on areas of greater interest to me, and industry sectors that I believe are blossoming. I am currently working as CMO for Plutus, an innovative cryptocurrency start-up at the forefront of the fintech space. The move to a newly established company has proven extremely exciting as I can oversee the company’s growth from the very beginning and truly shape the brand’s identity. In the last two years, we have been recognized as a Top 20 European Fintech Start-up to watch by Money2020 in 2018 and we have just been nominated for ‘Best Consumer Payments Initiative’ as well as ‘Top Paytech Innovation’ for 2019.

What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?

Fortunately, I have been exposed to a versatile range of marketing channels and I believe this is amazingly important in becoming a well-rounded marketer. As Head of Marketing for a small-scale start-up you have to cover a broad range of tasks (organizing events, networking press, video production, design, global advertising campaigns, social media posts, etc.) and the sole responsibility is on yourself to deliver.

Direct marketing has been prominent in my early career and I think it develops very valuable skills applicable across all other marketing channels. It has helped me interact with others and build a network of talented individuals across the whole marketing spectrum that I can tap into whenever necessary. The ability to immediately outsource an area of work at a cost-effective price has always guaranteed my marketing operations run smoothly at all times.

My advice would be to accustom yourself with as many marketing channels as possible (especially digital) to prepare yourself for all eventualities. A basic but incredibly broad understanding of marketing techniques combined with intuition goes a long way.

What are some of the important marketing software that you have used and found to be really useful for your company?

Google Analytics – In the past, I have found this highly effective in assisting with online marketing strategies and web content.

Tribe – I have found micro-influencers to have much greater influence over their audiences than larger-scale influencers. Tribe is a great way of reaching smaller tight-knit communities at a lower cost-effective price.

Hootsuite – This has been helpful in maintaining consistent posts across social media platforms, and the analytics tools make it really easy to quickly digest information for future improvements.

Would you like to share a few words about any marketing software that you use:

Having worked for companies with remote teams, Confluence has been valuable in ensuring effective communication and collaboration within my marketing team.

i. What do you like in the software/tool?

Organizing and structuring campaigns is very simple, and this is really important when managing multiple activities simultaneously.

ii. Scope of improvement in the software/ tool.

Pages can become overly busy and arrangement is not always as clean as it could be.

iii. Did you consider other software for this use case? If yes, why did you decide to move forward with this software?

This was the most cost-effective and reliable software for our current team size, and it does an effective job at keeping all team members updated on campaign progress.

iv. How likely are you to recommend this to others?

8/10

Your 2 line advice to people entering in the marketing domain.

i.  Never turn down an opportunity, always ask for more, and surround yourself with people smarter than yourself. This provides the steepest learning curve and rapidly progresses your marketing career.

ii. Always place special attention to your brand’s identity, your target audience, and the messaging you want to portray.