Bilt’s CMO is betting big on marketing that's hard to measure

The launch of the Bilt Locals merch collection is part of a strategy to turn customers into willing brand ambassadors. Bilt A version of this post appears in the CMO Insider newsletter. Sign up for Business Insider's weekly marketing newsletter . Bilt CMO Zoe Oz thinks traditional advertising is losing its power. Her alternative? Turning customers into willing brand ambassadors. The fintech loyalty platform is investing heavily in entertainment, live experiences, and covetable merchandise — though Oz readily admits these tactics are more difficult to measure directly than paid ads. In September, Bilt launched its Locals Collection, a range of vintage-inspired apparel and accessories that members could purchase with Bilt Points , Bilt Cash, or a linked card. Bilt said an October pop-up event in New York City drew long lines, and most items sold out.