Carlota Pico recently had the pleasure of interviewing Victoria Yasinetskaya, chief marketing officer at PagoFX, an international money transfer app. Victoria explained the challenges of launching a new product during lockdown this past spring, and how her company pivoted to digital press conferences and creative content solutions. She also discussed the intricacies of marketing a money transfer app in several countries with different currencies, customer needs and data protection rules, and provided valuable advice for fintech marketing in general.

In addition, Victoria discussed her book Alphas & Omegas: The Power of Feminine Traits in Business, which she co-wrote with Mercè Brey. Published in both English and Spanish, the book is based on nearly 100 interviews about how feminine traits are a vital attribute for both women and men. It explores the concept of inclusive leadership in the modern world.

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple or Spotify.

Rapid-fire recs

  • Source of inspiration: Michelle Obama. “She’s a great influencer. Her book and new podcast are fantastic, and so is what she’s doing on social media. She’s giving a very strong and encouraging message to women around the world to fight for their dreams, and to have a strong voice when they have an opinion on something.”
  • Useful resources:
    • The Women at Work podcast by the Harvard Business Review. “It’s a great source of inspiration from different leaders around the world, who touch upon all sorts of workplace aspects, biases and challenges. It brings them to the forefront and creates very interesting discussions.”
    • “I also love The Tim Ferriss Show and NPR’s How I Built This with Guy Raz. I enjoy listening to podcasts about different tech companies and startups, to get a glimpse inside all the hard work it took for them to get to where they are today.”
  • Favorite apps:
    • Spotify. “I think they’ve done a great job at personalizing their content. They’ve really revolutionized the music streaming industry.”
    • Audible.“Instead of reading books, I listen to them. The best way for me to disconnect is to go for a walk after work and listen to a book. Audible is a great app that has revolutionized the book industry.”

When you look at the younger generation, what they really value in a leader is somebody who’s not just giving them instructions and telling them what to do, but somebody who cares about them, who’s interested in their development, who looks after them and empowers them—and this is where you need inclusive leadership.

Connect with Victoria and Carlota on LinkedIn.

This post was edited by Melissa Haun and Mary Kresge.

For more insights into fintech marketing:

Capitalize on cloud-based tech solutions – Payal Raina, global marketing maven

Business-to-human marketing – Erika Bianco, international marketing and comms manager

Impactful account-based marketing – Ross O’Neill, senior ABM manager at Cloudera

To see the full transcript, click on page number 2 below.