Mike Waywell

Go-getter
DISC Type : d

Consumer Marketing - UK Lead at Klarna

United Kingdom

Overview

Mike is a marketing leader with over 14 years of experience shaping strategy for iconic global brands like Nike, Coca-Cola, and Maserati. As UK Consumer Marketing Lead at Klarna, he combines strategic vision from top creative agencies with hands-on leadership to drive brand growth, recently overseeing Klarnas largest-ever UK brand activation.

Outside of his extensive marketing career, Mike has shown interest in the entertainment world, specifically following developments from PlayStation and Sony Pictures Entertainment. He has also previously dedicated time to pro-bono projects for the suicide prevention charity CALM, demonstrating a commitment to social causes.

Unique fact: He led the global brand relaunch of Maserati, which featured David Beckham as a global ambassador.

Personality Overview

Self-Confident

Decisive

Challenger

They can be nudged to make faster decisions by offering what they value.  They focus on objectivity in a pitch and pay little attention to bells and whistles. They don’t always try to control the conversation but neither do they like yielding it fully.

Topics They Care About

Iconic Brand Building
He has a long history of growing world-renowned brands, including Nike, Coca-Cola, and Maserati, focusing on bold storytelling and culturally resonant campaigns.
Fintech Marketing
Currently leads UK consumer marketing for Klarna, focusing on brand strategy, digital campaigns, and preparing the company for its IPO.
Large-Scale Activations
He oversaw Klarna's headline sponsorship of the Latitude Festival, the company's largest and most significant brand investment in the UK to date.

Media Appearances

Mike has no verified media appearances

Work History

6-2023
Consumer Marketing - UK Lead at Klarna
2-2022 - 6-2023
Global Brand Creative Lead at Klarna
12-2020 - 2-2022
Group Account Director at Droga5
9-2020 - 12-2020
Mother at Mother
12-2018 - 8-2020
Account Director at Wieden + Kennedy

Education

2007 - 2010
2.1 BSc (Hons) from Alliance Manchester Business School
2005 - 2007
Education details unavailable from Carmel Sixth Form College

More Information

Social Presence :

Prographics :

Exp : 10 Location : United Kingdom Job Level : N/A Designation : Consumer Marketing - UK Lead at Klarna
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Insights For Selling To Mike

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending too much time on pleasantries
  • Make sure that they have the necessary authority, they could present false stature sometimes
  • Highlight the competitive differentiation of your product

DONT's

  • Don't try too hard to get friendly, let it happen with time
  • Don’t try to be an alpha salesperson, give them equal space
  • Don’t expect them to change their mind quickly if they say no once

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Mike is

  • Belief in the product plays an important role, followed by objective proof and testimonials.
  • Will you ever get a clear answer from Mike

  • They may hesitate slightly, but if they are not convinced, they will say no.

Insights For Deal Planning

    How fast (or slow) will Mike move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Mike take some risk or not?

  • They can take risks only after they have analyzed the advantages and disadvantages.

You And Mike

Personality Compatibility


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