Allison Macleod, the EVP of Global Marketing at Flywire takes us through a real case study on how she built and executed the marketing strategy at Flywire — a payments company with 12 offices around the world, catering to multiple countries, each with different financial systems. She talks about: –> How she went about building the strategy and prioritizations –> What were her key channels before COVID-19? Where did the event budgets redirected to? –> How did they niche down on the industries to go after? –> How does their marketing strategy vary for each industry vertical? –> The marketing team structure and how they measure success? –> Their martech stack and lot more…