Salad Money Impact Report 22-23 WEB - Flipbook - Page 18
LEARNING, SOCIAL
IMPACT AND VARIETY
ARE THE SPICE OF LIFE
FOR TEAM PLAYER DAN
“You’re never bored,” says
Salad’s marketing whizz,
Dan Evans, four years on
from joining the team. “I
remember coming into the
o昀케ce in October 2019. There
were just 昀椀ve of us then. The
business has changed a lot.
But what’s not changed is
the variety and the chance
to take responsibility, which
I love.
The world of marketing is very
di昀昀erent now too. What are the
biggest changes from Dan’s
perspective?
“When I started at Salad we’d just
begun using Facebook advertising.
It was semi-successful but we
realised neither the creative nor
the campaign structure were as
e昀昀ective as they could be. We
developed those and slowly started
advertising across more platforms,
including PPC ads on Google. As we
learned we built awareness among a
relevant audience.
“User-generated content has
exploded since 2019, so have
platforms like TikTok. Now we build
huge amounts of varied content to
cover all the platforms we use.”
18
Dan turns out for Hertfordshire’s
well-known and much-loved
grass-roots rugby club, Fullerians,
every week and plays cricket during
summer. He’s a consummate
team player at Salad too, taking
responsibility for our campaigns and
working with our partners to test
new marketing approaches, measure
their impact and performance
and rolling out the campaigns and
creative which do their job. Fit and
proper communication is, of course,
a key requirement of the Consumer
Duty (see p8) – has the Duty
changed how we market Salad?
“Not really: because we’re a social
purpose lender and a young
business it was natural for us to
be meeting or exceeding most
requirements, but we certainly
scrutinised all the communications
throughout our customer journey to
ensure our messaging is appropriate.
It’s been frustrating in the past to
witness some other 昀椀rms which
market to excluded consumers
and have taken a pretty misleading
approach.”
Before joining us, Dan worked for a
social enterprise which specialised
in providing free business support
to startups and growing SMEs, then
in 昀椀nancial services marketing for
several asset management 昀椀rms.
Dan Evans,
Head of Marketing
“I worked in one with 2,000 sta昀昀
for several years. But the problem
is, you get pigeon-holed, with no
variety. You don’t get the opportunity
to learn. It became mind-numbingly
dull.
“Salad keeps giving me plentiful
opportunity to learn a lot. I also love
to be part of a social business with
a determination to create a positive
impact while being sustainable.
“Capitalism can be a force for good.
But it shouldn’t be detrimental to
society. I love how Salad wants to
run a thriving business while helping
people. I wouldn’t want to work in
a vampire business, you can see
some 昀椀rms which are just taking
advantage of people as the cost of
living crisis bites and that’s horrible.”
Fair Lending for Key Workers
