Chime Replaces Marketing Chief as Its Operations Mature

Chime has named Vineet Mehra as its new Chief Marketing Officer, replacing Melissa Alvarado, who had held the role since February 2020.

Alvarado, who has been with Chime since its inception in 2014 and once served as Chime’s VP of Growth and Analytics, will stay on with the company in an unspecified executive role.

Mehra will report directly to the neobank’s CEO, Chris Britt, and oversee growth initiatives as well as the development of marketing and advertising campaigns.

Mehra brings a depth of marketing and growth expertise from a wide array of industries, including his most recent stint as the Chief Growth and CX Officer at online grocer Good Eggs. Before that, he was the Global Chief Customer Officer at Walgreens Boots Alliance, the Global Chief Marketing Officer at Ancestry, the Global President of Johnson & Johnson’s Baby Care Division and the Global President in charge of J&J’s marketing unit.

In a press release, Britt called Mehra “a great fit for Chime at an important period of growth for our company,” and highlighted that his experience “goes well beyond the marketing function.”

The executive changeup at the head of the eight-year-old mobile banking app’s marketing operations brings in a wealth of experience operating at scale and is seemingly part of a larger maturation of the fintech startup’s leadership.

Last month, Chime brought on Mastercard veteran Darragh Whelan as its VP of Risk and Support Engineering. The month before that, it announced that Snap’s strategy chief, Jared Grusd, joined as its Chief Strategy Officer and SVP of Corporate Development.

This influx of executives with experience at global public companies will likely aid Chime as it projects a more mature presence and sells itself as an easy money management platform during a period of broader financial turmoil.

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