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Marketing Beyond with Alan B. HartAuthor: Alan B. Hart
Join Alan B. Hart as he dives into conversations with the world's leading chief marketing officers and business innovators. Tune in to get inspired by the stories and experiences of marketing visionariesand stay ahead of the curve. Language: en-us Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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35: Marketing as entertainment, built to perform: Insights from Chime Chief Growth and Marketing Officer, Vineet Mehra
Episode 35
Wednesday, 4 March, 2026
How can you create marketing that feels like entertainment and drives measurable growth? Chime Chief Growth and Marketing Officer Vineet Mehra breaks down the product and marketing choices he sees fueling Chime's momentum, including being named Time magazine's No. 1 banking brand. He frames Chime as "not a bank" but a "financial technology company" built for "everyday Americans." And he attributes its traction to showing up in the channels and subcultures where many people spend time, while building products and features designed to meet real needs. Vineet also shares what other marketing leaders can take from Chime's approach: Start with a differentiated product. Treat attention as the ultimate currency. And use social-first, episodic entertainment to make financial topics more relatable. At Chime, brand building looks more like running a streaming platform or magazine, where the job is to consistently earn attention with programming people choose to watch. To ensure that entertainment-driven attention translates into growth, he leans on "performance storytelling" that connects brand-building, direct response and customer lifetime value. He also explains how Chime is applying AI by mapping tools to "jobs to be done" across customer service, creative workflows and talent development. Vineet closes with his view that the biggest potential threat to marketers is resisting change—that leaders should encourage hands-on experimentation while staying anchored to commercial outcomes. In this episode, you'll learn: Ways attention can be earned through entertainment-style brand storytelling Practical lessons for applying AI to specific high-impact work inside marketing and customer operations How marketing leaders can earn more influence in executive and boardroom conversations Key highlights: [00:00] Introduction [01:30] CMO by day, pizza maker by night [03:15] Vineet's path to Chime [08:00] Success in the banking industry [11:15] Marketing that punches above its weight [14:15] Showing up where people willingly spend time [16:50] A brief history of marketing leading to performance storytelling [23:10] Chime's AI journey [29:30] How AI is impacting talent conversations [32:40] Marketing and the boardroom [36:25] An experience that defines you: Growing up as an immigrant in a blue-collar town [38:25] Advice to your younger self: Bloom where you're planted [40:15] A topic you're trying to learn more about: The platform shift [41:30] Trends or subcultures: Hyper-personalized algorithms [43:10] Largest potential threat: The innovator's dilemma Resources mentioned: Chime "Mama, I Made It" interview series Ball On A Budget Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Vineet Mehra and Chime: Vineet on LinkedIn Chime on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads
