Europe’s 16 Most Influential Female Fintech Marketers in 2023by Fintechnews Switzerland April 18, 2023
In the fintech sector, marketers have a critical role to play, helping fintech companies build their brand, gain consumers’ trust and drive business growth.
Earlier this month, the Fintech Marketing Hub, an online community platform dedicated to the world of fintech marketing, released its third edition of the Top 30 Most Influential Fintech Marketers, recognizing the industry’s C-level marketing executives behind the sector’s success.
These professionals were selected by a jury of marketing experts representing companies like Finastra and Square based on the degree of their influence and achievements over the past year, including their total reach across different channels, engagement levels, insights relevance, community involvement, media appearance, and notable achievements like brand campaigns, projects and awards.
Of the 30 marketers that made it into this year’s list, 16 are female professionals. These women are innovative, creative female leaders who are helping shape the fintech industry.
Amélie Arras, Marketing Director, Zumo
Amélie Arras is the marketing director of Zumo, a UK cryptocurrency wallet and payment platform. She joined the company in 2020 to help drive awareness of, and accessibility to, crypto.
At Zumo, Arras is responsible for identifying and harnessing the latest industry trends and ensuring that the company’s proposition fits with customers’ needs. She leads the marketing team that delivers on the marketing strategy and plan.
Arras has a rather unique background in the fintech and financial services sectors. Many know her as the first woman to travel the world using only bitcoin, demonstrating first-hand the real-life challenges of using an emerging payment method as well as the power of communities.
Betsy Samuel, CMO, Global Processing Services
Betsy Samuel is the chief marketing officer (CMO) of Global Processing Services (GPS), a global payments processor.
Samuel is a senior executive with over 30 years cross-functional experience in global financial services and fintech organizations. An expert in consumer payments behavior and the electronic banking ecosystem, she’s been a leader in the evolution, strategy and marketing of payments networks.
Prior to GPS, Samuel held key positions at Fiserv, First Data and the STAR debit network. Before relocating to London from the US, she was chief of staff within Fiserv’s digital banking and international groups.
Christina Walls, CMO, Intelliflo
Christina Walls is the CMO of Intelliflo, a provider of financial planning solutions.
At Intelliflo, Walls leads the marketing, communication and consumer experience strategies, and oversees the branding; digital, modern and partnership marketing; event planning; media relations; and internal communications.
Walls has over 18 years of business-to-business (B2B) and business-to-consumer (B2C) experience across a variety of industries and cultures on a global scale. She’s worked in the fintech, asset management, hospitability, professional services and charity sectors, across Europe, Asia and the UK.
Courteney Way, Senior Product Marketing Manager, Tide
Courteney Way is a senior product marketing manager at Tide, a provider of small and medium-sized enterprise (SME) business accounts in the UK.
Way is an experienced marketing leader having worked at early stage startups and scaleups across both B2B and B2C for more than ten years. She is highly adept at designing and executing global marketing and communications strategies to launch new products and services to market, drive new business and customer acquisition, and establish brand leadership across multiple territories.
Way’s key focus areas include integrated marketing strategies and execution; product marketing; growth and demand generation; go-to-market strategies and execution; brand and content strategies; corporate communications and public relations (PR); and team and stakeholder management.
Gemma Young, Chief Growth Officer, TechPassport
Gemma Young is the chief growth officer of TechPassport, a fintech firm that connects suppliers to global financial institutions and offers opportunities to sell products.
At TechPassport, Young is responsible for managing the company’s growth, in terms of revenue and audience growth; ensuring that marketing and sales blend together to achieve the business’ strategic objectives; and acts as a bridge between sales and marketing to collaborate, measure, and provide support for growth initiatives.
With a passion for diversity and inclusion, Young also is the creator and founder of the award-winning community, Women of Fintech, a fintech community of over 10,000 people to promote gender equality in the fintech industry.
Katarina Nordin, Head of Global Marketing, Adyen
Katarina Nordin is the head of global marketing of Adyen, a fintech platform that provides end-to-end payments capabilities, data-driven insights, and financial products.
At Adyen, Nordin heads up the global marketing function, reporting to the CCO. Her team focuses on driving revenue in close collaboration with commercial teams.
Nordin is an international executive with professional experience from the UK, the Nordics and Baltics, Germany and the Netherlands. Prior to joining Adyen, she worked as a global brand strategist at Ogilvy, where she learnt how to build bold brands, such as Dove, Tesco, Philips, American Express and Bacardi, and ensure marketing drives revenue.
Laure Boutron, Global Head of Marketing and Communication, Treezor
Laure Boutron is the global head of marketing and communication of Treezor, a French banking-as-a-service (BaaS) company.
At Treezor, Boutron is responsible for building and managing an international marketing and communications team, defining and executing the global go-to-market and communication strategy, as well as planning budget and projects in France, Benelux, Germany, Italy and Spain, including digital marketing campaigns, PR, field marketing, content strategy, social media, alliances and internal communication.
Boutron has more than 17 years of international experience in financial services and fintech, and has expertise in marketing, business development and communication. She is passionate about leading clever initiatives for business expansion, building alliances, marketing new offerings, communicating with key influencers and defining a relevant content strategy together with an efficient paid approach.
Lucy Heavens, VP Marketing, Hokodo
Lucy Heavens is the vice president of marketing of Hokodo, a UK business-to-business (B2B) buy now pay later (BNPL) solutions provider.
Heavens is a highly focused, goal-driven and creative professional with solid experience across the full marketing mix, including global market strategies and campaign management, digital marketing, product marketing, social media, influencer marketing, business development, lead/demand generation, analyst relations, PR, event management, and partner and affiliate marketing.
Heavens is an active commentator and thought leader on social media with expertise spanning fintech, regtech, big data and digital transformation, specifically within retail banking, private wealth and institutional asset management. She is regularly featured in the Planet Compliance Top 50 Regtech Influencers list, the Kurtosys 100 Women in Finance Power List, and was included in the 2017, 2019, 2020, 2021 and 2022 Innovate Finance Women in Fintech Power Lists.
Mia Iwama Hastings, Director of Marketing, Minna Technologies
Mia Iwama Hastings is the director of marketing of Minna Technologies, a Swedish company that specializes in subscription management embedded in banking and fintech apps. At Minna Technologies, Hastings leads the company’s global marketing strategy and team and is part of its management team.
Hastings is a senior executive specialized in fintech and finance marketing, product marketing and go-to-market strategy specialist and writer driving revenue growth, brand awareness and positive impact.
She has expertise in global B2B fintech, finance and tech, software-as-a-service (SaaS) and enterprise software marketing, product marketing and brand strategy, planning and execution, UK market entry and growth, business development, go-to-market strategies, ecosystems and partnerships, driving innovation, strategic communications and integrated digital strategy.
Miranda McLean, Chief Communications and Sustainability Officer, Banking Circle Group
Miranda McLean is the chief communications and sustainability officer of Banking Circle Group, a provider of B2B banking services from Luxembourg.
At Banking Circle Group, McLean oversees the marketing, communications and sustainability strategy for the group, with overall responsibility for communications and sustainability. Joining Banking Circle pre-launch, she created the brand identity and marketing strategy that took the startup to an award-winning multi-million-dollar business in under three years.
McLean has more than decades of professional experience during which she has built a considerable reputation for developing and executing successful strategic and operational marketing strategies for financial services businesses.
Niki Sotiropoulou, Group CMO, Viva Wallet
Niki Sotiropoulou is the group CMO of Viva Wallet, a Greek cloud-based neobank providing digital payments solutions and embedded banking services tailored to the needs of businesses.
At Viva Wallet, Sotiropoulou leads the global and local teams, focusing on driving merchant growth by leveraging all marketing channels.
Sotiropoulou is a senior executive with more than 17 years of experience in marketing and communications. Prior to joining Viva Wallet, she held roles at leading agencies such as Publicis, McCann and JWT.
Nim Haas, Global VP of Marketing, Pannovate
Nim Haas is the global vice president of marketing of Pannovate, a BaaS platform and orchestration layer that empowers financial and non-financial organizations to deliver seamless digital experiences and embedded finance.
Haas co-founded the first e-loan aggregator platform Credit-On-Line.com in France in 1998, which is today one of the largest e-loan platforms in that country. She recently created and launched The Payments Clinic series events in London which aims to address the pain points in designing the next generation fintech companies and digital banks.
Haas has been working in marketing and communication in the tech sector for over 20 years. She provides consultancy for numerous companies in fintech, paytech and regtech, and has advised and supported over 20 companies in their marketing and communication efforts in the last two years.
Nora Duggan, CMO, Taxback International
Nora Duggan is the CMO of Taxback International, an Irish firm specializing in value added tax (VAT) compliance, reclaim, consultancy, and tax technology.
A results-driven marketing leader, Duggan designs and implements strategic plans that drive revenue across multi-channels, delivering on brand growth. She specializes in strategic marketing planning, revenue generation, partnership formation and product development and innovative execution.
Duggan has a proven track record in developing strategic partnerships that add value to all stakeholders, and has a passion for innovation and delivering competitive advantage with clear return on investment (ROI). Throughout her career, she has directed and led numerous projects focusing on transforming organizational capabilities to meet growth ambitions.
Polly Gilbert, CMO at Tembo
Polly Gilbert is the marketing director of Tembo, a UK-headquartered fintech startup specialized in smart family lending. At Tembo, Gilbert leads the brand, growth, PR and customer success functions.
Prior to joining Tembo, Gilbert was the marketing director of Goodbox, a tech-for-good company. She also co-founded TAP London, an organization which connects generous Londoners with local homelessness services through contactless technology. Now run by the Mayor of London, TAP has raised half a million pounds for charity and has provided hundreds of hours of employment for homeless Londoners.
Sam Shrager, Executive Director, Marketing and Communications, BCB Group
Sam Shrager is the executive director of marketing and communications of BCB Group, a crypto-dedicated payment services provider from the UK.
At BCB Group, Shrager heads up PR and marketing, leads the strategy and execution for all communications, and works alongside senior stakeholders to position BCB Group as an industry leader.
Shrager is a marketing and PR and communications professional with over 30 years of experience working in the financial services industry and crypto sector. She’s also a renowned fintech and crypto social media influencer and passionate B2B thought leader.
Prior to joining BCB Group, she served in a number of senior marketing positions at business such as Arbion, Bluepod Media Worldwide, NKB Group, GEODYNAMICS WorldWide, and more.
Sangeetha Narasimhan, ex-Global Acquisition Marketing, Mambu
Sangeetha Narasimhan is an internationally experienced growth-focused leader with a track record of scaling brands, bringing together diverse stakeholders to build unified growth teams and driving revenue for SaaS-based businesses.
Narasimhan has successfully built momentum and scale for several different SaaS-based businesses ranging from enterprise-level organizations to startups including Sage Pay, Ingenico ePayments/Worldline and Mambu. Her expertise spans across marketing, partnerships, sales and customer experience.
At Mambu, Narasimhan led the marketing operations and demand generation functions. She was responsible for marketing revenue contribution, the strategy, structure and management of global acquisition marketing functions, as well as for performance optimization around acquisition, engagement, adoption and monetization across the buyer journey.