M1: Content-powered GTM

Role: As Head of Content & Social, I built M1’s content marketing function into a core GTM engine—uniting brand, growth, and lifecycle strategy across five product lines in a complex, regulated fintech environment.

Context & stakes: M1 is a high-growth fintech with multiple product lines (investing, checking, saving, lending, credit card, crypto) and (at the time) over 1M users. Marketing was fragmented, with no centralized content strategy, and GTM relied heavily on paid acquisition. Not great for a startup. We needed to:

  • Build a scalable, owned-channel engine

  • Create a unifying brand voice and messaging system across product lines

  • Drive measurable revenue impact in a regulated industry with long decision cycles

Approach:

  • Built content & social into a GTM engine → integrated campaigns, SEO, PR, and lifecycle marketing to drive acquisition and retention (took us from day-before-Series B to Series E unicorn)

  • Created brand voice & messaging system → unified storytelling across 5 product lines, improving conversion and brand recognition

  • Scaled owned channels → grew newsletter to 1M+ subscribers, Reddit to 50K+ members, creating strong community-led acquisition loops, revamped blog (SEO optimization, UX, ICP relevance)

  • Partnered with product & GMs to develop GTM messaging for new launches (credit card, savings, crypto)

  • Spun off communications, integrated campaigns, creative, and product marketing into dedicated teams for speed and specialization

  • Launched research first content to drive relevant traffic during key news cycles

  • Partnered with Customer Support and Success to revamp Help Center for content taxonomy and relevance, enabling AI support chatbot training

  • Centralized customer insights (VOC, brand lift, NPS) to inform product roadmap and marketing priorities

Impact:

  • $50M+ in attributed AUM from content-driven GTM campaigns

  • +12% MoM organic traffic growth and +7% conversion rate lift from unified messaging

  • Scaled community to 1M+ newsletter subscribers and 50K+ Reddit members

  • Increased performance of paid creative by 34% through integrated content and ad strategy (influencer, paid social, display)

  • Established content as a core revenue driver alongside paid acquisition

Team: Worked cross-functionally with GMs, acquisition, lifecycle, creative, and compliance; led a 6+ person content and social team.