FinTech Weekly x International Women’s Day: Insights from Simona Savickienė

In celebration of International Women’s Day, we spotlight Simona Savickienė, Head of Marketing at ConnectPay. With a wealth of experience in both public and private sectors, Simona shares her insights on fintech marketing, brand trust, and the evolving trends shaping the industry. Her perspective on balancing creativity with compliance, the importance of work-life balance, and the essential skills for success in fintech marketing offers valuable lessons for aspiring professionals.

The Essence of Fintech Marketing

Marketing in fintech transcends mere visibility; it’s fundamentally about trust, innovation, and forging meaningful connections. Simona emphasizes that building a strong brand identity requires more than just a catchy slogan. It’s about creating genuine associations that resonate with customers. “I focus on creating a brand that highlights real value and addresses actual pain points,” she explains. This approach involves maintaining a consistent message that evolves with industry changes while actively listening to customer needs.

Navigating Public vs. Private Sector Marketing

Having worked across both sectors, Simona notes that the core marketing principles remain consistent. “Both require a deep understanding of the target audience, clear goals, and measurable KPIs,” she states. However, the focus shifts between delivering ROI to the public in government initiatives and to investors in fintech. She highlights the significant differences between B2B and B2C marketing strategies, noting that B2B often involves longer sales cycles and requires sustained engagement, while B2C focuses on quicker wins.

Balancing Compliance and Creativity

In a heavily regulated industry like fintech, maintaining compliance is crucial, but it shouldn’t stifle creativity. Simona advocates for a marketing approach that ensures regulatory requirements are met without overwhelming customers. “Providing the right information at the right time helps maintain both compliance and a seamless customer experience,” she asserts. This balance is essential for building trust and delivering value.

Trends Shaping the Future of Fintech Marketing

Looking ahead, Simona identifies several trends that will shape fintech marketing. “Fintech companies that support financial literacy and compliance help foster trust and build stronger customer relationships,” she explains. In a saturated media landscape, companies must stand out by offering meaningful content that addresses audience needs. She emphasizes that, despite advancements in AI, the focus should remain on delivering real value and a seamless customer experience, particularly through high personalization.

Challenges as a Woman in Fintech

Simona reflects on her journey as a woman in marketing and fintech, noting that she hasn’t felt limited by her gender. “Success has always been about the right balance of hard and soft skills,” she shares. Her leadership philosophy is rooted in Radical Candor, advocating for direct communication while showing personal care. She believes in demonstrating expertise and driving results, rather than being defined by gender biases.

Work-Life Balance and Industry Support

Addressing the ongoing issue of gender pay gaps, Simona emphasizes the importance of valuing contributions based on skills and results rather than gender. “While pay gaps exist, focusing on transparency and fair evaluations is key,” she states. She appreciates the supportive environment at ConnectPay, which offers family-friendly policies and benefits that promote well-being, such as additional vacation days and mental health days.

Advice for Women in Fintech Marketing

For women aspiring to build careers in fintech marketing, Simona likens the industry to Tinder—not for matchmaking, but for making the right connections. “Understanding how fintech works can fast-track onboarding,” she advises. She stresses the importance of combining hard skills like data analysis with soft skills such as creativity and effective communication. “My approach to recruiting is rooted in trust,” she concludes, emphasizing the need for team members who can take ownership and adapt to challenges.

Simona Savickienė’s insights illuminate the dynamic landscape of fintech marketing, highlighting the importance of trust, creativity, and a supportive work environment. Her journey serves as an inspiration for those looking to make their mark in this ever-evolving industry.