Fractional Marketing Director · B2B fintech
I work with founder-led fintech companies that sell to financial institutions. I set the marketing strategy and positioning, equip your sales team with the material a larger org would have, and build the AI tools that keep it all running.
The problem
In a founder-led fintech, the founder is the best salesperson and the only one who knows every objection, every competitor and every reason a bank, credit union or other financial institution says yes. Their sales cycles are long, marketing says one thing, reps improvise another, and deals stall while new hires learn it call by call.
A full marketing and enablement team is the usual fix, and you may not be ready for one. I get your knowledge out of your head and into a strategy and into material your team can use on Monday, then show you where the gaps still are.
Offers
Start with the sprint if you want a defined first project. If you already know you need ongoing senior help, go straight to the partnership. If something needs building, that is its own project.
A fixed-price pilot that gives your reps the core material they are missing.
For founders who want to see the value before committing to a retainer.
A part-time marketing director who owns strategy and keeps sales material current as you sell.
For teams that finished a sprint, or already know they need steady senior support.
I design and build working tools for your sales and marketing workflows, then train your team to run them.
For teams that want AI built into how they sell, not a tool demo.
How a sprint runs
Founder interview, call recordings and deck review. I capture how you actually win.
Battlecards, objection library and first-draft talk tracks.
You and your reps challenge every line. Anything that does not sound like you gets rewritten.
A single working set your team owns, plus a short list of gaps worth closing next.
How I work
I run a set of AI agents on my own stack. They do the repeatable research so my hours go to the decisions that need experience. If you want the same setup inside your company, I build it and hand it over.
Agents watch competitor pricing, reviews, hiring and press, and draft updates to your battlecards for me to review.
Account and market research is assembled before I start, so early calls and strategy work begin from facts.
Existing material gets repurposed across channels, and client intake is structured so nothing is lost between calls.
What a build looks like
Results
I ran generative engine optimization for four clients. For one, I tracked 45 buyer-style prompts and raised the share of answers that named the client from 11% to 38%.
I led marketing for a healthcare client and built a five-agent system on the Claude API and Make.com. Bookings rose by about 20%, the team saved more than 12 hours a week, and cost per client fell.
I built target account lists and personalized outreach, working with each client's sales team in Salesforce and Demandbase. Each saw more meetings booked, more accounts engaged and higher response rates.
Client names are withheld under confidentiality. References are available on request.
About
I spent 19 years in marketing leadership across payments, wealth management and consumer banking, at companies where getting a message right for a bank, an advisor or a dealer decided whether a product sold.
At Corpay I led product and partner marketing, including co-branded campaigns and joint webinars. At UBS I led marketing for a private wealth platform. At Bridgestone I ran consumer replacement marketing across the US and Canada, with a team of 12 and a budget above $50M.
I have worked inside banks, wealth firms and payments companies, so I know how the buyer on the other side thinks. In 2025 I started The Strategic Presence to work with small fintech teams that need senior judgment and cannot yet justify a full-time hire. I also build the tools I recommend, so the playbook you receive is one I have used myself.
Self-check
Six questions, about a minute. Answer honestly and the result shows where to start.
Answer all six questions to see where a first project would make the biggest difference.
Questions
Sprints are fixed price. Retainers are monthly. I quote after a short call so the scope fits your team.
A founder interview, access to existing decks and call recordings if you have them, and quick feedback as drafts come in.
We agree in writing, before I start, what I can see and how it is handled.
Usually not. I work with what you already have, such as your CRM, documents and call recordings. If something new is needed, I tell you before I build it.
Next step
Send two or three lines on your product, who you sell to, and where deals stall. I will reply with whether I can help and what a first project would cover. Selling into a different market? Send me a note anyway.
Email Richaricha@thestrategicpresence.com · LinkedIn