Hey there Croners! Welcome back to 5 Tips for Wannabe CMOs, our marketing column where we get to know great marketers, their stories and some inspiring tips for the next generation of CMOs.
Aspiring to be a CMO is exciting, but it’s also a tough ride, especially in fast-moving industries like fintech, where trends shift overnight and competition never sleeps.
In this new episode, we sat down with Juan Jose Gomez, Head of Marketing at Coinscrap Finance, to get his top tips for marketers dreaming big. Juan brings years of hands-on experience in growth, product positioning, and navigating uncertainty with style.
Here’s what he shared.
You’ve spent over 15 years in marketing, especially in fintech. Looking back, what inspired you and how has that shaped your approach as a CMO?
Over 15 years ago, curiosity led me into marketing, and it was financial technology’s potential to democratize financial services that kept me invested.
Working with banks and fintech firms in Latin America, I realized that marketing isn’t just about campaigns, it’s about driving real change, creating access, and forming lasting partnerships. This shaped my approach as Head of Marketing at Coinscrap Finance: every action should align business goals with social impact, data intelligence, and the relentless pursuit of relevance amidst constant change.
Fintech and startups never sit still, regulations, tech, and customer behaviors shift constantly.
Make curiosity your superpower and learn whatever you can, from AI and analytics to compliance and storytelling.
Master digital tools, MarTech stacks, automation platforms, and data analytics.
These will let you scale, measure impact, and optimize every campaign.
3. Align commercial and marketing goals
Success comes from uniting sales and marketing.
Use collaborative KPIs, shared dashboards, and feedback sessions to make both teams work toward shared outcomes.
4. Put the customer at the center
Deeply understand your client’s needs, pain points, and motivations.
5. Craft and own your narrative
In fintech, trust is everything. Practice telling compelling, authentic stories about your brand’s mission.
The key is true alignment. Start by establishing shared, transparent goals and KPIs. Embrace integrated platforms (we used Hubspot) to synchronize data, leads, and campaigns in real time.
Frequent joint planning ensures buy-in, and regular reviews allow you to adjust strategy quickly. When sales and marketing operate as partners, not silos, data-driven insights turn into business outcomes.
The biggest challenge ahead is navigating stricter regulations (AML, data privacy, and AI rules are raising costs, slowing campaigns, and making personalization tougher).
At the same time, distrust from data breaches requires a more transparent, customer-centric marketing approach. The biggest opportunity lies in adopting AI and hyper-personalization, not for shallow engagement but to genuinely improve customer financial health and understanding, building lasting trust and loyalty. The brands that blend deep tech with human-centric narratives will thrive.