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.

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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.

The most popular included a motel keychain, diner mug, and $150 "bodega crew" sweater.

Since launching the Bilt Collection in 2021, Bilt said members have redeemed more than 70 million points and spent over $800,000 across more than 60,000 orders.

"If you're making merch, it really should be something that someone chooses to wear, not just because it's affiliated with the brand, but actually because they want to wear it," Oz told me.

The goal, she added, is to create "a tiny moment that Bilt gets mentioned without it having to be Bilt mentioning it ourselves." Selling sweaters and keychains might seem like an unusual move for a company best known for rewarding people for paying their rent.

But Oz sees the collection as part of a much bigger ambition: turning Bilt into a lifestyle brand.

"We want to be a generation-defining brand," Oz said.