In the race to scale, FinTech firms in London, New York, and across the globe are investing heavily in Sales, Engineering and Product Development. But there’s a vital function that’s often underestimated and under-resourced: Product Marketing.
It’s not a flashy role. It doesn’t always carry a revenue target. Yet the impact of a great Product Marketer can be the difference between a product that flies and one that flops.
If you're hiring in FinTech and want to sharpen your go-to-market (GTM) strategy, this article is your guide to understanding what Product Marketers really do, when to hire them, and how they drive measurable growth across your commercial engine.
What Does a Product Marketer Do, and Why Should FinTechs Care?
At its core, Product Marketing sits at the intersection of Product, Sales and Marketing. The role is about ensuring that your product is positioned correctly in the market, your messaging resonates with the right buyers, and your commercial teams are fully equipped to sell with confidence.
In a FinTech context, where solutions are complex and often abstract (think APIs, compliance layers, or embedded finance tools), Product Marketers translate technical innovation into customer value.
Their key responsibilities often include:
- Crafting value propositions for specific verticals
- Conducting competitor and market research
- Supporting Sales Enablement with battlecards, scripts, and pitch decks
- Partnering with Product to build feedback loops from customers and prospects
- Launching new products or features with clear GTM plans
- Aligning messaging across regions (especially important for scaling from the UK to US or Europe)
Why Are FinTechs in the UK and US Investing in Product Marketing Roles in 2025?
The FinTech space has matured. Buyers are more sceptical, competition is fierce, and growth is no longer fuelled by sheer VC spend. In 2025, companies are winning by being strategic, customer-centric, and fast to market.
Here’s why Product Marketing is suddenly a hot hire:
1. Increasingly Complex Buyer Journeys
As B2B FinTech sales cycles stretch and involve more stakeholders, clear messaging that adapts to different personas is critical. Product Marketers create content and messaging that speak directly to buyer pain points, reducing friction and accelerating deal velocity.
2. Shifting from Feature-Driven to Value-Led
FinTech firms in New York and London alike are moving away from simply listing features to building narratives around outcomes. Product Marketers champion this transformation.
3. Sales Enablement Gaps
Many Sales teams still build their own pitch decks. Or worse, wing it. Product Marketers standardise the Sales story and ensure it aligns with customer needs and product capabilities.
4. Multi-Market Expansion
As more firms scale across the UK, US and Europe, Product Marketers ensure regionally appropriate messaging, manage localisation, and enable teams in new territories to hit the ground running.
When Should a FinTech Hire a Product Marketing Manager?
One of the most common questions we get from FinTech clients is:
“When’s the right time to hire our first Product Marketer?”
If you’re experiencing any of the following, the time is now:
- You’ve launched multiple products or SKUs, but customers seem confused
- Your Sales team isn’t consistently using your messaging or value props
- You’re entering a new geography or vertical and need bespoke positioning
- Your win rates are flat, and you’re not sure why
- You’re building lots of content, but it’s not aligned with buyer needs
The typical sweet spot? Between Series A and Series B, or immediately before expanding into a second major market (for example, from London to New York).
Key Traits of a Great FinTech Product Marketer
Hiring for Product Marketing isn’t just about industry experience; it’s about the ability to think commercially and communicate clearly.
When we're helping FinTech clients recruit these roles, here’s what we look for:
FinTech Fluency: They don’t have to be engineers, but they must understand complex solutions and translate them into real business value.
Sales Empathy: The best Product Marketers have spent time embedded with Sales teams. They know what content and tools make a difference mid-funnel.
Strategic Thinking: They can zoom out and ask: “What problem are we solving, for whom, and why now?”
Content Confidence: From crafting a new value prop to producing a launch kit or battlecard, Product Marketers must write clearly and persuasively.
Common Product Marketing Hiring Mistakes: What to Avoid
Product Marketing is a deceptively broad title, and hiring the wrong fit can stall your GTM strategy. Here are a few pitfalls to avoid:
Hiring someone too junior: You’ll end up with lots of execution but no strategy.
Confusing them with content marketers: They’re not just blog writers; they shape the GTM playbook.
Not involving Sales in interviews: Your Sales team is a key stakeholder. Make sure they feel confident in the hire.
Expecting them to "do it all": Product Marketing is cross-functional but shouldn’t be your entire GTM team.
If you’re unsure whether you need permanent or temp hires, we often advise clients to start with a contract role when launching in a new market or product line. It gives flexibility without compromising quality.
Permanent vs. Contract Product Marketing Roles in FinTech
One of the biggest shifts we’ve seen in the UK and US FinTech hiring markets is the rise of contract Product Marketing talent.
Why?
Because time-to-market is everything. Whether it’s a feature launch, an industry event, or a regional push, clients often need expertise fast.
Here's how we advise on the split:
Contract Product Marketing
- Ideal for launches, events, GTM audits, or rebrands
- Fast to onboard
- Brings experience across multiple platforms
- Useful during hiring freezes or headcount constraints
Permanent Product Marketing
- Better for ongoing enablement and cross-functional collaboration
- Suited to scaling multi-product organisations
- Embedded into Sales cycles and Product roadmap
Key Questions to Ask When Interviewing Product Marketing Candidates
When hiring a Product Marketer, it’s not enough to just scan for SaaS or FinTech experience. You need to dig into how they think, communicate, and align with your commercial goals.
Here are five interview questions that reveal more than a CV ever could:
- Can you talk me through a GTM strategy you built from scratch?
- How do you collaborate with Sales to improve enablement and close rates?
- What tools and data do you use to refine messaging and positioning?
- Tell me about a time you had to influence a reluctant stakeholder.
- How do you approach content creation across multiple buyer personas or geographies?
These questions surface the traits you really need: cross-functional empathy, strategic thinking, and executional speed. FinTech companies in London often value hybrid skills across content and product, while New York hiring managers look for deep experience in competitive enterprise GTM.
What FinTech Hiring Managers Are Asking in 2025
Here are the FAQs we’re hearing most often from FinTech CMOs, CROs and Founders in both US and UK:
“How do I know if my GTM problem is a Product Marketing issue?”
If your value proposition feels inconsistent across channels, your Sales team is improvising messaging, or your new features aren’t gaining traction, Product Marketing is likely the missing link.
“Should I prioritise Product Marketing over Growth or Demand Gen?”
It depends on your maturity. Early-stage FinTechs benefit more from positioning clarity than pure lead gen. Without Product Marketing, growth teams risk optimising messaging that doesn’t convert.
“How much should I expect to pay for Product Marketing leaders?”
In London, salaries for experienced Product Marketers typically range from £70k–£120k+, depending on seniority and company stage. In New York, it’s more like $110k–$180k+, especially for VP-level hires or those with IPO/scale-up experience.
How Product Marketers Collaborate with Sales, Product, and Data Teams
Product Marketers are the connective tissue of high-growth FinTechs.
They translate technical features into customer-facing benefits, loop feedback from Sales into messaging refinements, and ensure Product teams are building what the market actually wants.
In the UK and Europe, where Sales teams may span multiple languages and regions, Product Marketers act as strategic enablers. In New York, they often work hand-in-hand with revenue operations and analytics teams to A/B test positioning, sharpen ICPs, and deliver data-driven insights that cut CAC.
The best Product Marketers aren’t just good at content, they’re experts in orchestration. And hiring someone who knows how to speak the language of Sales, Product, and Marketing can save time, reduce friction, and drive faster GTM execution.
What Product Marketing Success Looks Like in FinTech
If you're not tracking the impact of your Product Marketing hire, you're missing an opportunity. Success metrics vary by team, but usually include:
- Increased win rates
- Shorter deal cycles
- Improved Sales confidence (measured via feedback or surveys)
- Successful product launches
- Higher conversion rates across the funnel
In companies that get it right, Product Marketing becomes the glue that holds the GTM engine together.
Product Marketing is a Strategic Advantage, Not a Nice-to-Have
At Harrington Starr, we’ve helped some of the fastest-growing FinTechs in London, New York, and across Europe hire the GTM talent that turns strategy into revenue. The companies that scale fastest are the ones that get this formula right early, not after they’ve hit a wall.
Whether you’re preparing to launch in a new geography, rebranding for investment, or simply trying to sharpen your message, Product Marketing might be your most important next hire.
Want to discuss the right time to add Product Marketing to your team?
We’re happy to share insights, benchmarks, and examples of what’s working in the market.
Regional Hiring Insights: What Product Marketing Talent Looks Like in London vs. New York
While the job title might be the same, the expectations for a Product Marketer can differ dramatically depending on your location.
In London and across the UK, FinTechs tend to favour multi-skilled marketers, those who can write high-converting copy, build enablement assets, and still manage product launches. Budgets may be tighter, so marketers who can wear multiple hats win.
In New York, specialisation is more common. FinTechs often seek marketers with deep experience in areas like value messaging, pricing strategy, or enterprise buyer enablement. They’re looking for hires who can scale outbound strategy with precision and speed.
Across Europe, the demand is growing for Product Marketers with localisation skills, those who understand regulatory nuances, multi-language branding, and how to build relevance across markets.
Knowing where and how you’re scaling should guide your next hire.
