Shachar Scott of Sunbit: How to Humanize Your Brand in the Age of AI

Welcome to another episode of CMO Weekly! This week, host Hayley Clover sits down with Shachar Scott, the first-ever Chief Marketing Officer of Sunbit, to discuss her journey from leading massive teams at Big Tech giants to building a brand from the ground up in the fintech space. Shachar is one of the most decorated brand builders in the industry, having played pivotal roles at Apple, Snap, Bumble, and Meta. In this episode, she reveals her strategies for "zero-to-one" brand building, the distinction between managing and leading, and why she views every customer interaction as a deposit in a "brand bank". 🕒 Episode Timestamps 00:00 – Intro: Meet Shachar Scott, CMO of Sunbit. 02:31 – A 25-year career: Launching the first-ever YouTube and Facebook campaigns. 04:23 – Lessons from the early days of Apple and Snap. 06:16 – Redefining intimacy at Bumble during a global pandemic. 07:44 – Transitioning from Meta's Reality Labs to Fintech. 10:01 – Why Sunbit hired its first CMO after 10 years of growth. 12:37 – The First 90 Days: Listening, frameworks, and the "Future Positive" model. 25:08 – Management vs. Leadership: Being a "shit umbrella" for your team. 29:38 – The Brand Bank: Making deposits and avoiding withdrawals. 34:23 – Human-centric Fintech: Why Sunbit blames itself when a payment is late. 💡 Key TakeawaysThe "Zero-to-One" BuildDespite Sunbit being a Series D/E company, Shachar is leading a "zero-to-one" marketing build. While the company grew through merchant partnerships (now in 60% of auto dealerships), Shachar is now evolving the brand to have a direct-to-consumer (B2C) emotional connection. Managing vs. LeadingShachar draws a sharp distinction between these two roles. Managing is about accountability, career growth, and acting as a "shit umbrella" to protect the team from distractions. Leading requires vulnerability, a clear vision, and the ability to inspire others to follow. The Brand Bank PhilosophyShachar treats brand loyalty like a bank account. Deposits: Magical, frictionless experiences that surprise and delight. Withdrawals: Broken links, poor customer service, or hidden fees. To build long-term value (LTV), a brand must ensure it is constantly making more deposits than withdrawals. Disrupting Fintech with EmpathyIn an industry often viewed as cold, Sunbit focuses on the "whole person". Shachar highlights Sunbit’s unique culture where, if a payment is late, the company looks at how they can better serve the customer rather than immediately charging late fees. Connect with CMO Weekly:Don't forget to Subscribe to stay updated on the bold moves and breakthrough ideas from the world’s top marketing executives!