Araminta speaks with Joel Gaudeul, VP Marketing at Swan, to discuss how FinTech marketing teams should evolve by 2026 as AI deepens silos and challenges specialist-heavy org charts. Joel describes Swan’s team across growth/demand, brand and content/PR, product marketing, and field marketing, including supporting customers’ go-to-market in different countries. He argues product marketing is the most underrated and highlights social media as a senior strategic function. Joel suggests the next key hire is an AI “owner”. He questions prioritizing SEO, and outlines hiring for soft skills and AI skills.

Key topics include:

• Who should be the first hire in the marketing team
• How to hire in the age of AI
• Where to draw the line with AI content creation

Useful links:

How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-report

Joel Gaudeul on LinkedIn: :https://www.linkedin.com/in/joelgaudeul/

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 - thought leadership videos and podcasts:

https://orama.tv/

About Araminta Robertson:

Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. 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

02:50 Marketing Versus Sales Culture

05:53 Swan Marketing Org Chart

07:54 Underrated Roles PMM Social

09:47 First Hires AI Shift

13:22 Making Case For PMM

15:34 Hiring An AI Owner

20:08 AI Content Review Agents

24:22 Rethinking SEO and Paid

26:29 Channel Fit and Priorities

31:03 Marketing in Two Week Sprints

37:12 AI Pressure and Team Structure

Araminta speaks with Nadia Bovy, Senior Content Marketing Manager at Taktile, about how content supports category creation around “agentic decisioning,” builds credibility, and makes a brand memorable. Nadia explains Taktile’s four-week Series C campaign, including a 52-second video featuring real New Yorkers that generated over 2 million LinkedIn impressions. They discuss partnering with trusted organisations, using peer interviews to educate prospects, supporting the full funnel, taking a cautious approach to AI, and measuring content’s impact on brand.

Key topics include:

• How Taktile makes funding announcements memorable
• Why trusted content partnerships build credibility
• Brand campaigns
• How to measure the impact of content

Useful links:

How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-report

Nadia Bovy on LinkedIn: https://www.linkedin.com/in/nadia-bovy-2abb92105/

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 - thought leadership videos and podcasts:

https://orama.tv/

About Araminta Robertson:

Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. 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

03:06 Creative concepts

07:09 Content Role At Taktile

13:16 Partnering For Credibility

22:04 Sales Enablement And Production

25:51 AI Tools Measurement And Wrap

Araminta speaks with Mathieu Limousi, CMO at Thunes, about why fintechs underinvest in marketing until fundraising and why trust and education are central in payments. Mathieu explains Thunes’ content strategy across webinars, blogs, social posts, and press packages. They discuss using AI for topic discovery and data analysis with human oversight, taking control of the narrative, and measuring content via account-level consumption across 200+ touchpoints.

Key topics include:

• Why fintechs underinvest in marketing
• How thought leadership builds trust
• How one report fuels months of content
• How to measure complex content journeys

Useful links:

How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-report

Mathieu Limousi on LinkedIn: https://www.linkedin.com/in/mathieu-limousi/

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 - thought leadership videos and podcasts:

https://orama.tv/

About Araminta Robertson:

Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. 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

01:09 Episode Setup and Guest Intro

04:20 Baking in Austin Icebreaker

05:11 Why Fintechs Underinvest Marketing

08:49 Thunes Content Strategy Overview

11:12 Cornerstone Reports to Content Engine

13:40 Juniper Research Case Study

16:53 Trust Building and What Not to Do

21:59 Crisis Comms at Flutterwave

25:39 AI Workflows Measurement and Wrap