Welcome to the Marketing Team, Name Here!

Name Goes Here, Title Goes Here

Buddy:�Name Goes Here

Start Date:�Enter Date Here

At Caribou, we’re on a mission to put drivers in control of their auto payments. If you got your auto loan at the car dealership, you might be driving around not realizing that you are overpaying on your monthly car payment. By partnering with trusted lenders like credit unions and community banks, we bring our customers great rates and lower monthly payments, ultimately saving customers an average of over $100 per month*.

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Our mission

Dustin at Caribou (formerly MotoRefi) has been great in getting me out of my current auto loan. Caribou will save you hundreds if not thousands of dollars when switching to them to help you find the best possible rate. Thank you again Dustin and the Caribou team.

- Gustavo S, BBB

“

CARIBOU

WELCOME!

2

WEEK 1 | SEPT 20-25

Overview

We are excited to have you on the team! The purpose of this document is to act as your checklist and reference guide as you onboard into your role of __________

Mon 8.21

Tues 8.22

Wed 8.23

Thurs 8.24

Fri 8.25

CARIBOU

WELCOME!

3

30-60-90

Your first 3 months on the team!

30 Days

60 Days

Learn the Business

• Understand key drivers of the business
• Understand marketing’s role in the business & team charter
• Learn marketing infrastructure
• Familiarity with existing efforts and opportunities�

Here’s if you need more

• Understand key drivers of the business
• Understand marketing’s role in the business & team charter

Bullet Point One

• Understand key drivers of the business
• Understand marketing’s role in the business & team charter
• Learn marketing infrastructure
• Familiarity with existing efforts and opportunities

Bullet Point One

• Understand key drivers of the business
• Understand marketing’s role in the business & team charter
• Learn marketing infrastructure
• Familiarity with existing efforts and opportunities

90 Days

CARIBOU

WELCOME!

4

Meet the marketing team!

Josh D

VP of Communications

LEADERSHIP TEAM OVERVIEW

Blair S

Senior VP of Marketing

Kristen T

VP Brand

Francesca D

Project Manager

Andrea A

Sr. Marketing Manager,�B2B

Total marketing team headcount

28

Patrick K

VP Growth

Ashley W

Executive Assistant

Meet the marketing team!

Patrick K

VP Growth�Start Date: 3.14

Andrew B

Growth Marketing Manager

Jill K

Email Marketing Specialist

LIFECYCLE TEAM

Tera B

Sr. Director of �Performance Marketing

Sean K

Sr. Data Analyst

Brandy H

Digital Marketing �Manager

PERFORMANCE TEAM

Heather M

Offline Marketing Specialist

Stephanie N

Sr. Affiliate Marketing Manager

Andy D

Sr. SEO Manager

Madeline J

Growth Marketing �Manager

PRODUCT MARKETING TEAM

Sam A

Front End Engineer

Doug F

Product Marketing �Manager

Bronte M

Growth Marketing �Manager

SEO + WEB DEV TEAM

Meet the marketing team!

Kristen T

VP Brand�Start Date: 5.16

Jeff N

Marketing Design Lead

Cassie R

Marketing Designer

McLane O

Marketing Production Designer

DESIGN TEAM

Sara B

Sr. Brand Manager

CONSUMER TEAM

Jessie B

Sr. Social Media Specialist

Josh D

VP of Communications

COMMUNICATIONS TEAM

Margo V

Director of Corporate Communications

Jessica M

Sr. Manager of Corporate Communications

Stephanie V�Communications Manager

Meet the marketing team!

Andrea A

Sr. Marketing Manager,�B2B

B2B TEAM

Francesca D

Project Manager

PROJECT MANAGEMENT TEAM

Kjersten G

B2B marketing specialist

Emily M

Associate Project Manager

Ashley W

Executive Assistant

EA TEAM

Marketing Org Chart Overview

Ok, but what exactly does everyone do? 1/3

Andrea | Sr B2B Manager

• Oversees all B2B marketing strategy, supporting brand awareness, acquisition, retention, and expansion initiatives targeting strategic partners

Andrew | Growth Manager

• Owns the lifecycle comms flow for customers- this includes emails and text messages that get sent to the customer based on their application process
• Can help with all things Braze

Andy | Sr. SEO Manager

• Owns SEO strategy including content, backlinks, and landing page strategy
• Helpful with Google Analytics, GTM, and Contentful

Blair | SVP Marketing

• Department head
• High level strategy

Brandy | Digital Marketing Manager

• Owns all digital direct consumer advertising initiatives from campaign build to optimization
• Including but not limited to: Google, Bing, Facebook, Reddit, Nextdoor, etc

Bronte | Growth Manager

• Owns promotional materials for referral program and insurance program
• Can help with all things Unbounce
• Works closely with Sales Enablement and Customer Experience Operations

Cassie | Marketing Designer

• Support lead on marketing design, general marketing

CARIBOU

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Ashley | Executive Assistant

• Assists with managing Blair’s calendar
• Responsible for team event planning
• Also supports the Analytics team

Doug | Product Marketing Manager

• Understand markets, trends, and competitive landscapes to develop go-to-market strategies for new lending products
• Supports Strategy, Product, Business teams to develop financial personas and associated user experiences/marketing/offers

Marketing Org Chart Overview

Ok, but what exactly does everyone do? 2/3

Jill | Email Marketing Specialist

• Create marketing content for emails and SMS distributed by the lifecycle team, as well as occasional content support for other teams
• Implement and monitor Lifecycle and Brand email/SMS campaigns in Braze

Josh | VP Communications

• Leads corporate, policy and internal communications
• Oversees All Hands and other org-wide employee communications
• Responsible for protecting and enhancing Caribou’s corporate reputation

Jessie | Sr. Social Media Specialist

• Lead content strategy across all of Caribou’s social media channels
• Own content creation process, from ideation through launch and post-publishing analytics
• Support larger brand marketing campaigns

CARIBOU

WELCOME!

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Heather | Offline Marketing Specialist

• Manages direct mail strategy and execution
• Manages future offline endeavors (billboards, magazines, OOH, etc.

Jeff | Design Lead

• Principal lead on creative visual strategy, concept, marketing, UX, production

Jess | Manager of Corporate Comms

• Manages Company corporate communications strategy and programs

Kjersten | B2B Marketing Specialist

• Supports the B2B Marketing efforts
• Creates and executes new B2B content and strategy to position Caribou as a thought leader

Francesca | Marketing Project Manager

• Planning and process strategy owner
• Project facilitator & organizer

Madeline | Sr. Product Marketing Manager

• Understand markets, trends, and competitive landscapes to develop branding strategy and go-to-market plans for new user features
• Supports Strategy, Product, Business teams to develop marketing personas, approved language, and on-site marketing strategy for Caribou.

Emily | Assoc. Marketing Project Manager

• Supports all marketing projects and initiatives
• Keeps the team organized

Kristen | VP Brand

• Supports the B2B Marketing efforts
• Creates and executes new B2B content and strategy to position Caribou as a thought leader

Marketing Org Chart Overview

Ok, but what exactly does everyone do? 3/3

CARIBOU

WELCOME!

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Sara | Sr. Brand Manager

• Owns brand voice & feel
• Ensures all materials are customer-centric and aligned with key messaging points
• Owns overall content strategy and creates larger strategic brand campaigns

Sean | Sr. Data Analyst

• Oversees data aggregation and cost reporting for Performance Marketing
• Provides in depth analysis to inform spend, forecasting, and optimization opportunities not available within engines for Performance Marketers

Stephanie N. | Sr. Manager Affiliate Marketing

• Manages Affiliate programs against performance initiatives
• Supports marketing related partnership efforts
• Influencer strategy for performance

Tera | Sr. Director of Performance

• Oversees digital, offline, and OTT advertising initiatives focused in driving on site action

Steph V | Sr. Manager Affiliate Marketing

• Leads key projects across all communications functions - internal, corporate and policy communications
• Manages All Hands programming and workplace awards and assists across employer brand initiatives

Sam | Front End Engineer

• Build and design new user experiences via landing pages, email, and more to support Marketing OKRS across B2B, Comms, Paid Acquisition, SEO, and Lifecycle Messaging.

Margo | Director of Corporate Communications

• Leads external media strategy and company corporate public presence

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McLane | Marketing Production Designer

• Leading design production, support on marketing design, general marketing

Patrick | VP of Growth

• Leads Performance, Product and Lifecycle Marketing
• Responsible for customer acquisition across all product lines
• Oversees go to market plans and new product launches

​

Who will you work with most? How?

These are your new team bffs

Design

Project Management

Project Oversight

Final Approval

Jeff, Cassie, & McLane

They’ll take care of all your graphic needs. You’ll partner with them closely to manage rounds of reviews, ensuring everything comes to life exactly how you need it to

Sara

I’m here to help! I’ll buffer between you and Blair and act as your advocate

Blair

Blair & the Legal team get the final say on the content, but they don’t enter the creation process until the end

Francesca

She’ll manage all timelines and perform additional rounds of QC.

Work in progress

CARIBOU

WELCOME!

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Your role &

responsibilities

Job title goes here

• Continued progress on the coming month’s content calendar
• Log into each social account and engage with other brands
• See what’s trending in content (is there an opportunity for us to chime in?)
• Check for news mentions (should we share?)
• Check our DM’s and comments for engagement needs
• Check customer reviews for customer service needs - flag/respond
• Attend team meetings

Everyday

• Distribute an overview of the prior week’s content’s performance (slack to Sara, Blair & Francesca)
• Update follower tracker

Every �Monday

• Distribute a larger summary detailing the performance from the prior month’s content (a PPT slide)

First week of the month

Work in progress

CARIBOU

WELCOME!

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Important �business partners

A quick who’s who of key players at Caribou

Leadership

Have a question about another department? Feel free to reach out to these contacts below!

(of course you can always ask anyone on the marketing team to help too 😊)

Sales: Andrew B / Tera B

Legal: legal@gocaribou.com

Accounting: billing@gocaribou.com

People + Culture: Katie N

Product: Emily R

Engineering: Emily R

Customer XP Ops: Mike L

CARIBOU

WELCOME!

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Meetings

Marketing department meetings & team meetings

Marketing Department Meetings�(Recurring meetings)

Team Meetings �(Recurring meetings specific to your team)

Mktg Team Bi-Weekly

30 minutes

Every other Monday the whole Marketing team syncs to cover updates, provide context, team bonding, and guest presentations pertinent to the whole team. This is led by Blair & Francesca

Monthly Mtkg Meeting

1 hour

High-level overview of what Marketing teams have accomplished this month, how they’re tracking against goals, and what’s coming next

Marketing Scrum

15 minutes

Every Tuesday & Thursday, the whole team will sync to ask relevant questions, address team blockers, and see smiling faces!

Quarterly Planning

1 hour

Once a quarter planning to align on KPIs and set our OKRs. It’s also a chance to re-shift any projects or goals from previous months

1:1 Name Here

XX minutes

This is a weekly check in between manager/ direct report

1:1 Name Here

XX minutes

This is where you put more detail about meetings if you want

CARIBOU

WELCOME!

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Monday.com

Project tracking for personal and cross functional projects; overview of everything in the works

​

M

Figma

Collab workspace for design; similar to Illustrator; has capabilities for jam board

Lucid Chart

App to create flow charts

Braze

Messaging platform; this is where we send out all of our SMS, emails, etc

Maestro

Sales CRM, stores customer and loan info, documents & manages our deals

Contentful

Platform where we build landing pages

Unbounce

Platform where we build emails and SMS messaging.

Shutterstock

Stock images and video

Adobe CC

Standard design applications

Tools

Tools used within the marketing department & across the company

CARIBOU

WELCOME!

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👀 See people as people

🤝 Take care of each other

💪 Commit to the mission

🛡 Move quickly and bravely

🪴 Get better every day

🔮 Seek truth

Brand Values

Slack*

Primary form of interoffice communication. Helpful guidelines. Pause notifications during meetings

Zoom

For meetings outside �the organization

GoogleMeet

Used for all internal meetings. Camera on or camera off to prevent meeting fatigue!

AHC

All Hands

Company wide meetings every month (company updates & announcements)

Caribou Communication Tools

Zenefits

Org charts, paystub, HR homebase

Lattice

Agenda

Slack Pro Tips* Link your gcal and slack will update your status automatically to show that you’re in a meeting, make sure to add a photo within the first week, utilize channels to keep convos/organized. �Bonus tip: there are lots of community based channels to chat about interests outside of work and get to know other employees outside of your dept.)

Company

Culture

Helpful tips & insights

CARIBOU

WELCOME!

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2022 Marketing Plan

​

Feb Look Back

​

Marketing Dashboard

​

Brand Redesign Story

​

​

​

Important�Links &�Dashboards

For digging deeper into our marketing world

Paid Competitor Analysis

​

Marketing Funnel Design

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Explanation of Consumer Flow (video)

​

Glossary of Terms

Welcome to the Caribou Crew!

CARIBOU

WELCOME!

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Customer experience that creates evangelists

​

Core Business (Auto Refi)

​

​

New Businesses

​

​

In pursuing a D2C strategy that spans multiple product lines, we must first create the foundation of the brand. Grounded in research, we will build a brand framework that enables us to acquire and engage customers across product lines.

To achieve our goal of ~8,000 loans/month, we will need to identify and throttle up D2C performance and brand marketing efforts, including PR, social media (organic + paid), content, search + display.

Partners and affiliates will continue to be a driving force behind our acquisition strategy. As we grow, we will need to implement systems and processes to make our partnerships scalable.

2022 Marketing Strategy

Our 2022 Marketing Strategy will focus on creating a diversified consumer and lending business through efficient customer acquisition

CARIBOU

WELCOME!

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Welcome to the �Marketing Team, �New hire name!

Francesca Di Bono,�Project Marketing Manager

Start Date�11.07.21

Buddy�Jeff Nitzberg