"Career walk" with Diana Georgieva of Saxo Bank: Trust is all

Updated: Apr 14

What’s it like to be a fintech marketer? In our “Career walk” series, we’re revealing the career stories of some of the most inspiring and successful marketers in the sector. Subscribe to the Fintech Marketing Monthly Digest here so you don’t miss any of our future stories.


Diana Georgieva - Senior Marketing Manager at Saxo Bank

Diana Georgieva has had a rather unusual career path to becoming a fintech marketer. After completing a degree in Chinese Studies, Diana embarked on her first marketing role at a Sino-American language services company in Beijing. About her passion for foreign languages and technology, and the beginning of her career journey, Diana says: “A talent and a passion for languages led me to become a linguist and a sinologist (China studies geek). My parents' struggle with adopting new technology further inspired me to join the translation and localization industry back in 2011.”


Next, she had the opportunity to broaden her localisation skills and gain key marketing communication experience across a number of different companies and industries spanning real estate, languages and travel tech.


In 2018, Diana entered the fintech industry and joined the leading Danish brokerage, Saxo Bank, as a Marketing Project Manager and localisation specialist. Initially brought in to help shape the company’s marketing localisation operations, she has also been strategically involved in various group marketing campaigns on both global and local scale. Founded more than 25 years ago, Saxo is one of the European pioneers in fintech and investment technologies.


Most recently, Diana has been instrumental in the rollout of Saxo’s latest rebranding that included a new slick logo and a cleaner and more dynamic visual identity, almost fully developed in-house.

“We just rolled out our new brand with a super slick new logo and a cleaner and more dynamic new CVI, almost fully developed in-house. I’ve been driving the effort around planning the rollout for the past four months. It has been tremendously rewarding to experience our new logo coming to life on the go-live date, on all digital assets, and across all live campaigns globally.”


Originally from Bulgaria and with living and working experience in China, a major impact on Diana’s career has had her move to Denmark.


Why trust is the biggest challenge for fintechs nowadays? And how can a global brand adapt to meet the local market needs? To learn the answers to these questions and discover more about Diana's unique career path and experience in fintech marketing, read her complete story below.


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Tell us about your career start? How did you end up doing marketing for a fintech?

It has been a journey that makes sense mostly in hindsight. In 2011, after completing a degree in Chinese Studies, I started in my first marketing-related role with a Sino-American language services company in Beijing.

Over the past decade, I have had opportunities to work in the marketing and localisation functions of several different firms and industries, spanning real estate, language services, and travel tech.

In January 2018, I joined Saxo bank’s internal marketing agency in Copenhagen. Initially, I was brought in to shape up the company’s marketing localisation operations. Over the years, I have worked on many other global and local marketing campaign activities. It has been quite a ride so far!

What’s unique about marketing a fintech? Can you define the term “fintech marketing” in a few words? What’s the biggest challenge for fintech marketers nowadays?

Fintech marketing is the umbrella term for marketing activities tailored to financial technology companies. Fintech companies typically use new technology to automate and optimise the delivery of financial services to users.

Fintech marketing caters to an industry that is a challenger to the incumbents - the banks and established financial institutions, and the status quo. It is a unique and exciting space to be in; whether you are working to democratise trading or automate invoicing, or simplify expense management, or facilitate micro-lending, there is so much innovation happening in the fintech space. And this innovation needs good marketing people to explain, position and promote it well.

Fintech is also a challenging industry. The tempo is fast-paced; the environment often poses complex regulator