Maven of the Month: An Interview with David Knapp

David Knapp, SVP and Head of Marketing for Consumer and Small Business Banking, takes a practical, results-driven approach to data-powered marketing. In this Q&A, he explains how Movable Ink helps him deliver real-time, relevant experiences for customers, shares the unconventional experiences that shaped his approach, and offers his strategies for driving growth across teams.

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How do you describe Movable Ink and its value to your business to another marketer?‍

Movable Ink enables you to deliver real-time personalization with content constructed at the moment of display, based on recent customer behaviors or profile characteristics. In short, while other marketers may be distracted by arguing about how to rank content, with Movable Ink I can create better, more relevant content to engage customers.

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What’s one thing we can’t guess from your LinkedIn profile?

I had one of the first eBay businesses in the 90s and performed SEO and retargeting before those terms were invented in order to maximize my auction revenue. I made enough money to fund a study abroad in Rome in high school.

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What is your greatest marketing superpower?

I am always learning and adapting. I constantly seek out subject matter experts who can help shape and execute strategy. I am relentless about asking “what would it take to drive 10x growth?” and then I facilitate a dialogue across functions to remove roadblocks and deliver impact. I don’t believe in silos, because the customer doesn’t care about your org chart.

What's your greatest efficiency hack for working smarter not harder?

Make a plan to be your most productive. Remove distractions by declining recurring meetings. Align your calendar to your goals, and meticulously scrutinize your schedule (weed it like a garden).

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How do you get the most out of a partnership with a company like Movable Ink?

Nobody can execute a secret strategy, so you have to be transparent about your goals, dreams, constraints, and fears. Enterprise clients should lean on the strategy team to incorporate case studies from peer institutions and other industries.