Ruben LozanoFractional Marketer
    ES
    Flanks logo

    Chief Marketing Officer at Flanks

    Leading the full marketing strategy and execution for a WealthTech startup, building the marketing function from scratch and driving growth across all channels.

    Dec 2019 – Present
    Full-time
    Hybrid · Barcelona, Spain

    The Company

    What is Flanks?

    Flanks is a WealthTech SaaS that helps financial advisors and wealth managers aggregate, analyse, and report on their clients' investment portfolios across multiple banks and brokers from a single platform.

    Visit Flanks

    North Star Metric (NSM)

    My Objective

    As CMO at Flanks, the primary objective was to build and scale the entire marketing function from zero. This involved defining the go-to-market strategy, launching demand generation campaigns, building the brand, implementing analytics infrastructure, and establishing a repeatable pipeline for product-qualified leads in the financial services sector.

    NSM: Product Qualified Leads (PQLs)

    Optimised Metrics

    Results

    340%
    Organic Traffic
    180%
    Marketing Qualified Leads
    250%
    Brand Awareness
    120%
    Demo Requests
    400%
    Content Output

    Execution

    Tasks & Responsibilities

    Tasks

    1. 1Define and execute the overall marketing strategy aligned with business objectives.
    2. 2Build and manage the marketing tech stack: CRM, analytics, automation, and attribution.
    3. 3Launch and optimise demand generation campaigns across PPC, content, email, and events.
    4. 4Develop brand positioning, messaging, and go-to-market strategies for new product features.
    5. 5Collaborate with Sales and Product teams on pipeline generation and product launches.

    Responsibilities

    1. 1Responsible for the full marketing function: strategy, budget, execution, and reporting.
    2. 2Responsible for building and leading the marketing team.
    3. 3Responsible for marketing-sourced pipeline and revenue contribution.

    Transparency

    Successes & Failures

    Successes

    • Built the entire marketing function from zero, establishing processes, tools, and team.
    • Grew organic traffic by 340% through SEO and content marketing strategies.
    • Established a repeatable demand generation engine driving consistent demo requests.
    • Positioned Flanks as a thought leader in the WealthTech space.

    Failures

    • Initial difficulty in defining ICP within the complex financial services ecosystem.

    Marketing Areas

    Areas at Flanks

    Growth Strategy

    Defining the overall growth roadmap, experimentation framework, and channel mix.

    Demand Generation

    PPC campaigns, content marketing, email sequences, and event marketing.

    Brand & Positioning

    Building brand identity, messaging frameworks, and competitive positioning.

    Marketing Operations

    Tech stack implementation, attribution modelling, and reporting dashboards.

    Marketing Technology Stack

    Tools at Flanks

    HubSpot
    Google Ads
    LinkedIn Ads
    Google Analytics
    Google Tag Manager
    Semrush
    Webflow
    Figma
    Notion

    Time Commitment

    Time at Flanks

    Full-time role as the first marketing hire. Built the department from zero, working closely with the founding team on strategy and execution. Hybrid work model with offices in Barcelona.

    5
    Hours worked
    3
    Meetings
    4
    Areas applied

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