The Fintech Marketing Lab Transistor (https://transistor.fm) https://feeds.transistor.fm/the-fintech-marketing-lab The Fintech Marketing Lab is a podcast where Araminta Robertson, Managing Director at Mint Studios, explores, experiments, and breaks down how fintech marketing actually works in practice. © 2026 Araminta Robertson | Mint Studios 1e1780f8-0ded-53b8-b8b2-cf8b44181d96 yes en Thu, 26 Feb 2026 14:10:38 +0000 Tue, 31 Mar 2026 09:35:20 +0100 https://www.mintcopywritingstudios.com/ https://img.transistorcdn.com/I0XE2m7KB9jEW9nHDmaRXPfoqe2DagQlcttmguBOFhQ/rs:fill:0:0:1/w:1400/h:1400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9iODE4/NzIyYmM4OGU5NjNl/MmIyODM2OGI2NTg2/Njk3OS5wbmc.jpg The Fintech Marketing Lab https://www.mintcopywritingstudios.com/ episodic Araminta Robertson | Mint Studios The Fintech Marketing Lab is a podcast where Araminta Robertson, Managing Director at Mint Studios, explores, experiments, and breaks down how fintech marketing actually works in practice. The Fintech Marketing Lab is a podcast where Araminta Robertson, Managing Director at Mint Studios, explores, experiments, and breaks down how fintech marketing actually works in practice.. fintech, finance, marketing, financial marketing, fintech marketing, fintech growth, fintech startups Araminta Robertson | Mint Studios No No Building a Fintech Marketing Team: From Startup Lead Gen to Enterprise GTM | Michael Treacy - Director of Marketing and Business Development, OpenPayd 10 10 Building a Fintech Marketing Team: From Startup Lead Gen to Enterprise GTM | Michael Treacy - Director of Marketing and Business Development, OpenPayd full d61d2cc0-817e-499f-a911-32ccde3aac49 https://share.transistor.fm/s/52bcb805 Michael Treacy shares how OpenPayd’s marketing function evolved as the company scaled from an unknown FinTech startup to a global payments platform with 1,200+ clients and long enterprise sales cycles. We discuss the shift from early-stage brand awareness and lead generation to building trust and running account-based marketing in close collaboration with sales. Michael explains how he structures the team around two core functions—brand and go-to-market—including product marketing and SDRs, and why customer conversations and event presence remain critical. He also covers hiring for intelligence and drive over pure experience, using tools like Gong to improve feedback loops between sales and marketing, and how to justify long-term investments like proprietary research and events when ROI can take 12+ months.


Key topics include:

  1. How OpenPayd marketing shifted from brand awareness to ABM 
  2. Why Michael structured the team around two specific core functions 
  3. How he hires people with skills that he might not personally have 
  4. How to justify long-term marketing investments

And a lot more!



Useful links:

Find Michael Treacy on LinkedIn: https://www.linkedin.com/in/mikeytreacy/


Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/


For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - enterprise fintech podcasts and videos: https://orama.tv/

About Araminta Robertson:


Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.


About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.


Timestamps:

00:00 Intro

02:17 Marketing to BD Growth

03:36 Wearing Many Hats

05:21 Customer Conversations Matter

06:40 Marketing Team Evolution

09:46 ABM and Trust Building

14:40 Hiring in the AI Era

20:10 Attribution Beyond Lead Source

21:36 Aligning Incentives Sales Marketing

22:35 Gong Insights For Marketers

26:36 AI Content Quality And Differentiation

28:34 Becoming A Product Expert

33:01 Proving Marketing With Long Cycles


]]> Michael Treacy shares how OpenPayd’s marketing function evolved as the company scaled from an unknown FinTech startup to a global payments platform with 1,200+ clients and long enterprise sales cycles. We discuss the shift from early-stage brand awareness and lead generation to building trust and running account-based marketing in close collaboration with sales. Michael explains how he structures the team around two core functions—brand and go-to-market—including product marketing and SDRs, and why customer conversations and event presence remain critical. He also covers hiring for intelligence and drive over pure experience, using tools like Gong to improve feedback loops between sales and marketing, and how to justify long-term investments like proprietary research and events when ROI can take 12+ months.


Key topics include:

  1. How OpenPayd marketing shifted from brand awareness to ABM 
  2. Why Michael structured the team around two specific core functions 
  3. How he hires people with skills that he might not personally have 
  4. How to justify long-term marketing investments

And a lot more!



Useful links:

Find Michael Treacy on LinkedIn: https://www.linkedin.com/in/mikeytreacy/


Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/


For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - enterprise fintech podcasts and videos: https://orama.tv/

About Araminta Robertson:


Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.


About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.


Timestamps:

00:00 Intro

02:17 Marketing to BD Growth

03:36 Wearing Many Hats

05:21 Customer Conversations Matter

06:40 Marketing Team Evolution

09:46 ABM and Trust Building

14:40 Hiring in the AI Era

20:10 Attribution Beyond Lead Source

21:36 Aligning Incentives Sales Marketing

22:35 Gong Insights For Marketers

26:36 AI Content Quality And Differentiation

28:34 Becoming A Product Expert

33:01 Proving Marketing With Long Cycles


]]> Wed, 25 Mar 2026 08:00:00 +0000 Araminta Robertson | Mint Studios Araminta Robertson | Mint Studios 2374 Michael Treacy shares how OpenPayd’s marketing function evolved as the company scaled from an unknown FinTech startup to a global payments platform with 1,200+ clients and long enterprise sales cycles. We discuss the shift from early-stage brand awareness and lead generation to building trust and running account-based marketing in close collaboration with sales. Michael explains how he structures the team around two core functions—brand and go-to-market—including product marketing and SDRs, and why customer conversations and event presence remain critical. He also covers hiring for intelligence and drive over pure experience, using tools like Gong to improve feedback loops between sales and marketing, and how to justify long-term investments like proprietary research and events when ROI can take 12+ months.


Key topics include:

  1. How OpenPayd marketing shifted from brand awareness to ABM 
  2. Why Michael structured the team around two specific core functions 
  3. How he hires people with skills that he might not personally have 
  4. How to justify long-term marketing investments

And a lot more!



Useful links:

Find Michael Treacy on LinkedIn: https://www.linkedin.com/in/mikeytreacy/


Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/


For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - enterprise fintech podcasts and videos: https://orama.tv/

About Araminta Robertson:


Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.


About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.


Timestamps:

00:00 Intro

02:17 Marketing to BD Growth

03:36 Wearing Many Hats

05:21 Customer Conversations Matter

06:40 Marketing Team Evolution

09:46 ABM and Trust Building

14:40 Hiring in the AI Era

20:10 Attribution Beyond Lead Source

21:36 Aligning Incentives Sales Marketing

22:35 Gong Insights For Marketers

26:36 AI Content Quality And Differentiation

28:34 Becoming A Product Expert

33:01 Proving Marketing With Long Cycles


]]> fintech, finance, marketing, financial marketing, fintech marketing, fintech growth, fintech startups No What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, Fiska 1 1 What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, Fiska full f3a6cf2f-971a-4ed6-85c4-25c217cfe330 https://share.transistor.fm/s/f6417a25 What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, Fiska


In this episode, Arminta sits down with Patrick Huynh, CEO of integrated payments company Fiska, to unpack how a CEO views marketing. They discuss how payments have evolved from decades of stagnation to rapid innovation driven by e-commerce and integrated, frictionless experiences like Uber. Patrick shares his pragmatic approach to marketing as part of the sales cycle, the metrics he cares about most (customer conversion and revenue), and why leading indicators matter but shouldn’t dominate reporting. They also dive into what Patrick wishes marketers understood about CEO decision-making—keeping communication simple, results-focused, and grounded in trust, domain expertise, and honest progress updates.


Key topics include:

  1.  How does he as a Fintech CEO think about marketing? 
  2. What are the Marketing metrics CEOs really care about? 
  3. How does he evaluate a channel when he knows it's hard to calculate the ROI?
  4. And what does a CEO wish more marketers understood about how CEOs make decisions? 

Useful links:


Find Patrick Huynh on LinkedIn: https://www.linkedin.com/in/huynhpatrick/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast


This episode was produced by Orama - a video and podcast studio for B2B Brands: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 Patrick Huynh: Introduction and Background

02:49 Evolution of the Payments Industry

06:55 Challenges and Responsibilities of Being a CEO

22:41 Personal Insights and Industry Views

27:42 Building Trust and Demonstrating Results

31:06 Challenges in Marketing Leadership

37:05 Understanding CEO Priorities

39:14 Final Thoughts and Farewell



]]> What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, Fiska


In this episode, Arminta sits down with Patrick Huynh, CEO of integrated payments company Fiska, to unpack how a CEO views marketing. They discuss how payments have evolved from decades of stagnation to rapid innovation driven by e-commerce and integrated, frictionless experiences like Uber. Patrick shares his pragmatic approach to marketing as part of the sales cycle, the metrics he cares about most (customer conversion and revenue), and why leading indicators matter but shouldn’t dominate reporting. They also dive into what Patrick wishes marketers understood about CEO decision-making—keeping communication simple, results-focused, and grounded in trust, domain expertise, and honest progress updates.


Key topics include:

  1.  How does he as a Fintech CEO think about marketing? 
  2. What are the Marketing metrics CEOs really care about? 
  3. How does he evaluate a channel when he knows it's hard to calculate the ROI?
  4. And what does a CEO wish more marketers understood about how CEOs make decisions? 

Useful links:


Find Patrick Huynh on LinkedIn: https://www.linkedin.com/in/huynhpatrick/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast


This episode was produced by Orama - a video and podcast studio for B2B Brands: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 Patrick Huynh: Introduction and Background

02:49 Evolution of the Payments Industry

06:55 Challenges and Responsibilities of Being a CEO

22:41 Personal Insights and Industry Views

27:42 Building Trust and Demonstrating Results

31:06 Challenges in Marketing Leadership

37:05 Understanding CEO Priorities

39:14 Final Thoughts and Farewell



]]> Wed, 25 Feb 2026 08:00:00 +0000 Araminta Robertson | Mint Studios Araminta Robertson | Mint Studios 2401 What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, Fiska


In this episode, Arminta sits down with Patrick Huynh, CEO of integrated payments company Fiska, to unpack how a CEO views marketing. They discuss how payments have evolved from decades of stagnation to rapid innovation driven by e-commerce and integrated, frictionless experiences like Uber. Patrick shares his pragmatic approach to marketing as part of the sales cycle, the metrics he cares about most (customer conversion and revenue), and why leading indicators matter but shouldn’t dominate reporting. They also dive into what Patrick wishes marketers understood about CEO decision-making—keeping communication simple, results-focused, and grounded in trust, domain expertise, and honest progress updates.


Key topics include:

  1.  How does he as a Fintech CEO think about marketing? 
  2. What are the Marketing metrics CEOs really care about? 
  3. How does he evaluate a channel when he knows it's hard to calculate the ROI?
  4. And what does a CEO wish more marketers understood about how CEOs make decisions? 

Useful links:


Find Patrick Huynh on LinkedIn: https://www.linkedin.com/in/huynhpatrick/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast


This episode was produced by Orama - a video and podcast studio for B2B Brands: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 Patrick Huynh: Introduction and Background

02:49 Evolution of the Payments Industry

06:55 Challenges and Responsibilities of Being a CEO

22:41 Personal Insights and Industry Views

27:42 Building Trust and Demonstrating Results

31:06 Challenges in Marketing Leadership

37:05 Understanding CEO Priorities

39:14 Final Thoughts and Farewell



]]> fintech, finance, marketing, financial marketing, fintech marketing, fintech growth, fintech startups No