With a career that bridges agency and in-house roles, Maksim Piskarev brings a rare dual perspective to the fast-moving world of performance marketing. Now leading Wallester’s performance marketing strategy, Maksim shares his approach to growth, data, and balancing brand trust in the fintech space.
Interviewer: You’ve led both agency-side and in-house marketing teams. How have those dual perspectives shaped your approach to performance marketing?
Maksim: Having worked on both sides of the fence, agency and in-house, I’ve developed a broader understanding of how to turn strategy into results. Agencies sharpen your skills in working at pace and managing multiple clients with varying needs. In-house, you go deeper: you align more closely with long-term business goals and take full ownership of outcomes. This blend enables me to develop realistic, high-impact strategies that are not only creative but also operationally feasible.
Interviewer: What attracted you to Wallester, and what unique opportunities do you see in leading performance marketing here?
Maksim: What drew me in was the product. Wallester’s expense management solution is genuinely unique in the market, and that gives us a competitive edge. But just as important is the culture: there’s a real openness here to new ideas and experimentation. The team is strong, collaborative, and aligned, and the leadership supports marketing as a core growth lever, which isn’t always the case in fintech.
Interviewer: How do you plan to align performance marketing with Wallester’s broader business objectives and growth targets?
Maksim: For me, it’s simple: performance marketing has to drive real business value. I’m not just looking at leads or clicks, I’m focused on signed contracts that bring measurable revenue. That’s the north star. Everything we do needs to contribute to sustainable growth, not just short-term metrics.
Interviewer: In a fintech environment, how do you balance the need for rapid user acquisition with maintaining brand integrity and trust?
Maksim: It’s definitely a balancing act. On one hand, fintech is competitive and speed matters. But trust is non-negotiable. To navigate that, we’re very deliberate about our positioning and choice of channels. We prioritise quality over volume, making sure that every touchpoint in our funnel is clear, consistent, and transparent. Building trust takes time, but losing it takes seconds.
Interviewer: What key performance indicators (KPIs) will you prioritise in your first 6–12 months, and why?
Maksim: My immediate focus is on signed contracts in key verticals. That’s the clearest signal of impact, especially for a business like Wallester, where long-term partnerships matter more than vanity metrics. Of course, we track other indicators, like cost-per-acquisition and funnel conversion, but contracts are the ultimate proof point.
Interviewer: With the evolving digital landscape, how do you stay ahead of trends and ensure Wallester’s marketing strategies remain cutting-edge?
Maksim: Staying relevant means staying curious. I’m constantly testing new formats, following shifts in consumer behaviour, and engaging with other marketers to exchange ideas. The digital landscape is constantly evolving, especially in fintech. You can’t afford to be passive; you have to experiment, iterate, and adapt.
Interviewer: Can you share your approach to integrating data analytics into performance marketing to drive decision-making?
Maksim: Data is the foundation of everything we do. Right now, we’re using GA4 and our in-house developed affiliate CRM to track channel performance in detail. That gives us a strong baseline. However, we’re also building toward full-funnel analytics, which will enable us to connect marketing touchpoints to outcomes with even greater precision. Ultimately, the goal is to turn data into insight, and insight into smarter decisions.
Interviewer: What do you believe is a common misconception about performance marketing, and how do you address it?
Maksim: One of the biggest myths is that performance marketing is just a shortcut to fast results. Sure, you can sometimes see quick wins, but real success comes from long-term thinking: refining the funnel, A/B testing, and aligning with business goals. It’s about building systems that scale.
Interviewer: Outside of your professional life, what activities or interests help you recharge and bring fresh perspectives to your work?
Maksim: I’m a big fan of padel and squash, anything that keeps me active and sharp. I also enjoy modern art exhibitions, theatre, and travel. Sports help with focus and fast decision-making, while art opens up space for creative thinking. I find that stepping outside of work is often when the best marketing ideas come together.
Interviewer: Thank you very much for your time Maksim.
Maksim:My pleasure
