A ‘special sauce’: Value-based marketing management in the fintech space

Sarah Jessica Parker once said, “Trying to be a man is wasting a woman,” and as we celebrate Women’s Month this August, we met an inspiring woman in financial technology (fintech) who is opening the door to a conversation around female leadership in the space, and what it takes to enter a male-dominated industry.

‘Women in Tech’ is a global movement that sees the importance of highlighting the contributions women make in technology, and fintech is no exception.

FASTA Marketing Manager Karen Senior shares her experiences working in the fintech space, the biggest career risk she has taken and her advice to other young women looking to enter the sector.

• Can you tell us a little more about your role as Marketing Manager at FASTA?

FASTA’s purpose, as a credit provider, is to provide quick and easy access to financial resources to South African consumers by making credit accessible and easy to understand. It is this thread of speed, simplicity and relevance that runs through everything we do.

We are a small marketing team with highly skilled women who fill the various roles required to run a digital marketing strategy. My role is to formulate and guide strategy and ensure that all channels perform optimally – my fantastic hands-on team does the rest!

• What is one leadership lesson you have learned that is unique to being a female leader in fintech?

Trust your female intuition and understand what your “special sauce” is. When it comes to marketing, this is your USP, your unique quality that no one else can claim. I am a strong believer in values-based management, which aligns personal and business values ​​to inspire and motivate teams. Fintech can be a stressful and highly competitive environment – ​​you need to be the best version of yourself and lead from the front.

• Name a woman who inspires you and why

My grandma. A scientist, she earned her PhD at the age of 52. In a male-dominated world, she stood her ground and overcame all obstacles to become the first female chemical pathologist in SA. This was a huge achievement and she inspires me to this day.

4. What is the best work-related advice you have received throughout your career in fintech?

You don’t have to be a version of someone else to be successful. Just be yourself and say “No” or “I don’t understand” if something doesn’t make sense to you. Fintech is a complex and multifaceted industry and even the leaders don’t have all the answers!

• How do you disconnect or disconnect from work?

I put on my gardening gloves and enter my garden – my sanctuary.

6. What inspires you about being a woman in Fintech?

Finance is, historically, a male-dominated industry that is often about returns and targets and dotting i’s and crossing t’s. What I love about FinTech is the breaking of this mold and the ability to approach finance from a different and rapidly changing perspective. And in this ever-evolving industry, there is plenty of room for women to be themselves and bring empathy, collaboration and intuition to the workplace.

• Name a challenge you’ve had to overcome from working with fintech?

To believe in my skills and experience and to be heard. My career started in the advertising world as an art director, and my cross-industry experience over 25 years has been invaluable. It has taught me that there is always more than one way to approach a challenge and it is the combined effort that results in success.

8. How do you handle confidence in this industry?

By following my heart and being myself. Self-doubt is the antithesis of confidence and is toxic to fulfillment and productivity, and unfortunately, it’s something many of us experience on a regular basis. There will always be situations where your method is challenged or your strategy is questioned, but being able to keep your head up, believe in your actions and keep an important positive attitude will enable you to emerge stronger and wiser!

9. What is the biggest risk you have taken as a professional?

Acknowledging burnout and career fatigue and taking time out from my professional career to pursue my dream of becoming a garden designer. These few years of studying and running my own business fulfilled a personal need and fed my creative soul. It’s something I still do, and it gives me the essential mental balance between two very different professions.

10. As we celebrated Women’s Day on August 9, what is your advice to young South African women who want to start a career in fintech?

Be brave, believe in yourself and never stop learning! Go for roles that scare you, even if you don’t think you’re ready. Be challenged outside your comfort zone – this is where you will thrive and shine.

Reflect on the success you’ve had and the achievements you’re proud of and use these to guide and shape your career. A lecturer of mine (a long time ago!) once said that we should “be sponges”, advice I have never forgotten. Take it all in, absorb to the point of overload – there is always something new in Fintech and you will never stop learning as you continue your journey in this exciting industry.

Play to your strengths. Everyone is different and we all bring a piece to the puzzle to form the complete picture. A high performance team is not just about achieving goals, it’s about playing to each of our strengths and being our own center of expertise, so we contribute holistically and make the difference.

Karen Senior, Head of Marketing at FASTA, is a Brand, Marketing and Communications Director with over 28 years of experience across the Marcomms mix.

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