Paze and Zelle’s Andrea Gilman on the future of digital payments

03/31/25 • 24 min

At SXSW, The Current Podcast partnered with The Female Quotient to spotlight trailblazing women in media and marketing to mark International Women’s Day and Women’s History Month.
In this episode, we sit down with Andrea Gilman, chief marketing officer at Early Warning, owner of digital payments services Paze and Zelle, to discuss how she’s driving innovation in digital payments.

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CMI Media Group’s Melissa Giordano on advocating for women who are not in the room

At SXSW, The Current Podcast partnered with The Female Quotient to spotlight trailblazing women in media and marketing to mark International Women’s Day and Women’s History Month.

In this episode, we sit down with Melissa Giordano, chief client officer at CMI Media Group, to discuss how AI, data, and personalized messaging are reshaping healthcare marketing.

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Stellantis’ CMO Raj Register on knowing your brand’s true north

Stellantis’ CMO Raj Register talks about building consistent storytelling across channels, what she’s learning from AI and why she’s obsessed with connecting marketing action to tangible business outcomes.

Episode Transcript

Please note, this transcript may contain minor inconsistencies compared to the episode audio.

Damian Fowler (00:00):

I'm Damian Fowler.

Ilyse Liffreing (00:01):

And I'm Ilyse Liffreing.

Damian Fowler (00:02):

And welcome to this edition of The Current Podcast.

Ilyse Liffreing (00:09):

This week we're delighted to talk with Raj Register, the Senior Vice President and CMO for North America at Stellantis, one of the biggest names in the global auto industry.

Damian Fowler (00:19):

That's right. Stellantis is the powerhouse behind iconic brands like Jeep, Dodge, Ram, Chrysler, and so many more.

Ilyse Liffreing (00:26):

And as our North American fans may be well aware, stellantis just ran off one but two high profile spots at the Super Bowl in February, both featuring major celebs,

Damian Fowler (00:37):

Glenn Powell as Goldlock in the Ram Super Bowl commercial, and Harrison Ford who rarely appears in ads starring in the Jeep commercial.

Ilyse Liffreing (00:45):

Let's get started.

Damian Fowler (00:51):

The first thing I want to ask you, Raj, is how did it all come together?

Raj Register (00:55):

Yeah, that's a great question and not the most straightforward way that many would think. So at Stellantis we have something called a jump ball. And Jump ball basically means that we curate several agencies and we allow them to pitch and based on the pitch how we brief them and whoever comes up with the best idea pretty much wins the business. So for this past Super Bowl, we spoke to around 35 plus agencies and we were able to round them out to the best two, one for Ram, one for Jeep. So we go through several rounds of creative, we determine what's the best story, how does it really relate to our business? And from my perspective it was what's the best creative outside of that? Then what's the best thing that will help give us more runway past the Super Bowl? So outside of the creative is the business aspect and how are we going to perform and make sure that it delivers upon all of our goals.

Damian Fowler (01:56):

Now everyone knows, I guess at this point that the Super Bowl ad spot is one of the most coveted in the world and one of the most pricey I suppose. But wanted to ask you why was it important for Stellantis? I mean, you're the only order maker as I understand it, to have a spot during the game this year. Why was it important for you?

Raj Register (02:14):

There's a lot of dialogue around why were we the only one. I saw it as an incredible opportunity for us to be auto exclusive. When do you get to do that? During Super Bowl? It was really important for us to show up, not only to show that we're here, not only are we American born and we are proud of our brands, but when we think of everything we have to offer to our consumers, we wanted to leverage this as an opportunity to tell that story and give them an indication of who we are. And it was almost like a reintroduction back to America as well as supporting our UAW workers, supporting our dealers, supporting our employees. So I think it was a rally cry for us to just let ...