Marketing Trust in a High-Stakes Category with Catherine Emerson
TMC Presents: The Marketing ClubhouseShow Notes
In this episode of The Marketing Clubhouse, we’re joined by Cat Emerson, Chief Customer Officer at Kernel Wealth and one of the company’s very first hires. Cat shares what it really looks like to build a brand from the ground up in a fintech startup—far beyond the glossy startup stereotypes. From moving out of big corporate marketing roles into early-stage chaos, to realising that trust (not financial products) is Kernel’s true value proposition, this conversation unpacks the realities of marketing in a highly regulated, emotionally charged category. It’s an honest look at money, trust, and what it takes to grow a brand when the stakes are high.
What we cover in this episode The reality of being an early startup hire and how it differs from the “startup glamour” narrative Transitioning from corporate marketing into a startup and what surprises most marketers Growing with the business: lessons from moving from early hire to Chief Customer Officer Why trust—not funds or features—is Kernel’s most important product Tackling money shame and deeply ingrained financial myths in New Zealand Finding creative marketing opportunities in a tightly regulated fintech environment
If you’re a marketer navigating a high-trust, high-risk category where getting it wrong really matters, this episode is for you. From anyone working in fintech, finance, or regulated industries, or for marketers who want a realistic view of what “building from scratch” actually looks like. Become part of a community built for career progression, industry connections, real-world learning and all the marketing vibes!
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