Discover how to hire a CMO using eight critical steps, and get strategies to empower your CMO for success. Uncover the easiest way to hire the ideal CMO through Go Fractional.
Derek Cheng
Fractional CMO for B2B Startups
I've worked with many SaaS startups ranging from fintech, back office, adtech, etc. to build their brand, content, and web strategies. My last position was an eight-year stint at Tipalti, the AP automation and global payments company. I was employee 20-something and when I left, we were over 1,000 team members. It was also there where I managed the content marketing, web development, brand/design internal agency, PR/comms/social, community building, and project management efforts.
In April, I fou…
Work
Avoiding Cost in Translation | Nium
https://www.nium.com/premium/avoiding-cost-in-translation/thank-you?allow=trueA deep web-based explainer discussing the challenges of global remittance. Audience is banks offering services to money transfer customers. The project involved sifting through a lot of research (in-house and external data) to build a case, establish a storyline, lots of editing, and providing the overall framework for how the content would be displayed.
Pharmagin nGauge Analytics — Go-to-Market
https://pharmagin.com/Pharmagin is the technology expert in KOL Speaker Programs for HCPs. Its platform has been used in over 20,000 programs for engagement and compliance. They recently introduced a new area of their offering focused on analytics. As such, they needed support on positioning, messaging, market strategy, and a refresh on their website. In a matter of two weeks, we relaunched their site with new messaging for nGauge. Imagery was created using existing product assets as well as Midjourney for "stock" images.
Nium eBook - Fearless FX: Mastering Currency Exchange Strategies
https://www.nium.com/gated/fearless-fx-mastering-currency-exchangeI redirected the effort for this eBook, which takes you behind the curtain of how currency works, identifies challenges companies face when attempting to optimize fees and transaction costs, and how to strategize for businesses that engage in high-volume payments transactions. Working with the design team, I provided copy revisions, POV/storytelling, and high-level design direction.
Gen-F presents: Confident, Results-Driven Communication
https://www.linkedin.com/video/live/urn:li:ugcPost:7006684343305736192/I started Gen-F to grow and nuruture a community of finance professionals. This event included support from a professional speaking coach who I personally source. Without demand generation resources, I was still able to drive over 400 leads and had a 90% attendance rate. During the event, we maintained a 95% engagement with a mix of strong content and fun events (such as buzzword Bingo).
Tipalti Brand Motion Graphics Project
https://youtu.be/DXX2zirvISo?si=Sx4lUDuKM9L-f-HHWe needed to create a library of motion assets and determined that we could also use the effort to create a brand video. I led the project effort, including writing the script, directing audio branding, and consulting on the aesthetic with the Creative Director, animators, and company executives. This video would be used in ad campaigns and conference interstitials.
This is also an extension of the rebranding effort I led a year before this project.
Experience
Shipped AI
Product Messaging Lead
Jun 2023 - Present
Veterans of e-commerce launched a new technology backend to deliver outsourced, AI-driven customer support for e-commerce merchants.
- Guiding founders on product positioning, messaging, storytelling, and branding
- Producing product marketing content development including sales decks, ROI calculators, feature copy, and case studies
Pharmagin
Fractional CMO
May 2023 - Present
Software platform for pharma industry to manage key opinion leader speaker programs.
- Company is on a go-to-market for new, AI-driven analysis product. I'm leading the strategy around with branding, positioning, demand gen, and communications.
- Led first webinar campaign with PharmExec audience
AI Incubator
Marketing Advisor
Sep 2023 - Dec 2023
Consultancy focused on helping "non-software" companies execute AI projects through NVIDIA and Siemens technology
- Provided positioning, messaging, and general outreach strategies
- On-call advisor to founders regarding marketing strategies and issues
Nium
Content Strategy Lead
Aug 2023 - Nov 2023
Nium is a leading embedded fintech company that provides banks, payment providers, and businesses of any size with access to global payment services. Its modular platform powers frictionless commerce, helping businesses pay and get paid across the globe with services for pay-outs, pay-ins, card issuance, and banking-as-a-service.
- Led efforts to streamline product marketing messaging, including coordinating team of outsourced content teams
- Produced case studies, white papers, and web copy for seasonal product launch
Tipalti
Multiple
Dec 2015 - Dec 2022
Helping companies solve complex global accounts payable and supply chain payments by eliminating bank friction, reducing compliance risk, and enabling new business models
- As the first marketing hire by the CMO, build the product marketing and messaging, scaled web operations, and created the brand and content internal agency
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