Mambu — Strategic Media Proposal for Cloud Banking Platform
Background / Challenge
Mambu, a leading cloud-native core banking provider, was scaling rapidly between its early and later Series B funding rounds. At this stage of growth, the company needed to communicate effectively with two distinct audiences: top-tier developers in Romania, to fuel expansion of their technical team, and investors, to reinforce credibility and strengthen their position in the competitive fintech sector. Mambu's Marketing Consultant had already laid out a strong campaign framework. Initially, I was brought in to deliver the video production, but the scope soon expanded as I contributed ideas on structure and storytelling, becoming a creative partner in the process.
Objectives
- ●Deliver high-quality video production aligned with the campaign strategy.
- ●Provide creative input on content structure and storytelling, ensuring clarity and resonance.
- ●Elevate the overall impact of the shoot by balancing technical credibility with human relatability.
- ●Support both talent attraction and investor-facing goals through engaging, authentic communications.
Approach / Solution
Working closely with Mambu's Marketing Consultant, I was able to add value beyond the original production scope. While the strategic framework was already well thought out, my perspective as a communications specialist helped shape the finer details of delivery. This included advising on content structure and the flow of messaging within videos, ensuring objectives stayed central while enhancing narrative clarity. I became a trusted creative partner with influence extending across all aspects of the shoot, and ensured the storytelling combined technical authority with a human, accessible voice — vital for both developer and investor audiences.
Execution
- ●Directed and produced campaign videos with attention to authenticity and clarity.
- ●Offered constructive challenges throughout the process, keeping outputs aligned with campaign goals.
- ●Supported Mambu's team during production, ensuring on-camera delivery was confident and credible.
- ●Worked as an extension of the marketing team, contributing to both the creative and practical aspects of delivery.
Results / Impact
- ●Strengthened campaign delivery: The content not only hit its objectives but benefited from refinements in narrative flow and structure.
- ●Talent attraction: The videos helped position Mambu as a compelling employer brand for top developers in Romania.
- ●Investor engagement: The storytelling framed Mambu as both credible and human, boosting its appeal to the investment community.
- ●Creative trust: The shift from supplier to partner demonstrated the value of collaboration, ensuring the work delivered more than originally expected.
"It was very very human what we were trying to get across, although it came from a technology perspective. Actually having a partner to keep you honest through the entire process and make sure you're really delivering on the objectives that you set out is brilliant. And I only wanted him to hit you on the head with a rolled up newspaper like three or four times during the project."