Bilt’s CMO is betting big on marketing that's hard to measure

Bilt is shifting its marketing strategy to focus on products and experiences that customers find hard to resist, rather than traditional advertising. The fintech loyalty platform has launched a Locals Collection of vintage-inspired apparel and accessories, and hosted a pop-up event in New York City where many items sold out. CMO Zoe Oz believes that turning customers into brand ambassadors is more effective than paid ads, which she sees as losing their power.

Bilt's merchandise sales and live events, while difficult to measure, have helped create a sense of community among members and increase their lifetime value to the company. Despite setbacks, such as a credit card partnership ending, Bilt remains committed to its lifestyle branding ambition.