US Fintech Marketing: Staying Engaged in Payments, BNPL, and Crypto

In this article, we explore why fintech marketing candidates tend to disengage, what differentiates highly engaged candidates, and how to navigate opportunities in the US market for in demand areas like payments, BNPL, and crypto effectively, drawing on Sadie’s insights and market data.

Where Engagement Drops

For marketing candidates, the critical point of disengagement often comes after the second interview or during prolonged feedback gaps. LinkedIn’s 2025 Marketing Talent Trends report indicates that 42% of U.S. marketers disengage when feedback is delayed beyond two weeks. (LinkedIn Economic Graph, 2025)

Cross-industry marketers moving into fintech are particularly susceptible. The sector’s fast pace, regulatory complexity, and jargon-heavy communications can create a steep learning curve that makes unclear processes even more frustrating.

Why Candidates Withdraw

Top reasons marketing candidates withdraw before reaching an offer include:

• Unclear job scope: Candidates may expect strategic ownership but discover the role is mostly execution-focused.
• Compensation misalignment: U.S. fintech marketing salaries in 2025 average US $123,495, with specialist roles exceeding US $200,000. (Georgia Fintech Academy, 2025)
• Insufficient resources or team structure: High-growth fintechs often expect marketers to deliver campaigns without the necessary budget, creative support, or analytics infrastructure.

Sadie notes:

“Even highly interested candidates will pause if they realize they can’t execute effectively. In crypto and B2B SaaS, frequent pivots and long approval cycles exacerbate this.”

Clarity of Scope & Brand Alignment

Marketing candidates stay engaged when they clearly understand their responsibilities and see alignment with company values. Ambiguity in role ownership, reporting lines, or KPIs quickly erodes trust.

“Marketing candidates want to tell a story that resonates internally and externally. When the story is unclear, engagement drops fast,” says Sadie.

In fintech verticals like embedded finance, payments, and BNPL, where trust and regulatory clarity are crucial, alignment is even more critical. Candidates need to understand how campaigns impact both user experience and compliance.

Communication Speed & Style

Fast, transparent feedback and personable communication significantly improve engagement. Delays or overly formal interactions create doubt and frustration. In 2025, fintechs emphasising skills-based hiring and measurable impact signal to candidates how seriously they take growth and execution. (LinkedIn Economic Graph, 2025)

What Sets Highly Engaged Marketing Candidates Apart

Candidates who maintain enthusiasm through long processes typically:

• Are genuinely passionate about the product or mission (e.g., a fintech enabling financial inclusion or simplifying payments).
• Build strong rapport with interviewers, asking deep questions about campaign strategy, acquisition KPIs, creative briefs, and analytics.
• Maintain momentum through consistent updates from recruiters and clients.

In U.S. fintech, Growth Marketing Managers, Product Marketing Leads, Acquisition Specialists, and Brand/Content Strategists are highly competitive. Candidates who understand vertical-specific challenges—like optimising BNPL checkout flows or balancing crypto compliance messaging—stand out.

Vertical-Specific Insights

• Payments & BNPL: Campaigns move fast, and marketers must optimize user acquisition and retention. BNPL monthly spending grew nearly 21% from June 2024 to June 2025. (empower.com, 2025)
• Crypto: Marketing must balance growth with compliance. Frequent product pivots and regulatory shifts challenge candidate engagement.
• B2B SaaS: Longer sales cycles require strategic marketers capable of content planning, product messaging, and supporting sales enablement.
• Embedded Finance: Candidates must simplify complex technical offerings for partners or consumers, combining creativity with clarity.

Effective Engagement Tactics for Candidates

• Ask about feedback timelines and preferred communication style.
• Clarify role ownership, KPIs, team size, and budget.
• Review the company’s brand, campaigns, and marketing infrastructure.
• Maintain consistent engagement—polite check-ins, thoughtful questions, and curiosity demonstrate commitment.

Sadie explains:

“Marketing candidates respond strongly to transparency, clarity, and alignment. When they feel they can make an impact and tell the brand’s story, they stay motivated, even through long processes.”

Marketing Candidate FAQ

Q: How should I prepare for a fintech marketing interview in 2025?
A: Understand the vertical (payments, BNPL, crypto, embedded finance) and role type (growth, product, acquisition, brand). Be ready to discuss measurable impact and past campaigns. Show familiarity with regulatory constraints where relevant.

Q: What can I do if the hiring process has gaps between stages?
A: Proactively follow up politely with your recruiter to clarify timelines. Staying visible signals engagement and may prompt quicker feedback.

Q: How can I assess if a company’s marketing vision fits me?
A: Ask about team responsibilities, campaign ownership, budget, and decision-making processes. Look for alignment with your experience and career goals.

Q: Which fintech verticals are most challenging for marketing candidates?
A: Crypto and B2B SaaS often involve frequent pivots and complex messaging. Payments, BNPL, and embedded finance tend to be more structured with clearer impact metrics.

Q: What differentiates candidates who stay engaged from those who disengage?
A: Passion, vertical knowledge, clarity on role and KPIs, and proactive communication. Candidates who understand the company’s story and see measurable impact opportunities remain motivated.

Looking Ahead: Your Next Step in U.S. Fintech Marketing

Marketing roles in U.S. fintech are evolving rapidly, from payments and BNPL to crypto and embedded finance. Staying engaged, understanding the vertical, and asking the right questions can set you apart in a competitive market.

Sadie and the team at EC1 Partners work closely with fintech companies across the U.S., helping candidates understand the market, navigate interview processes, and uncover opportunities that align with their skills and ambitions. If you’re looking for insight into specific verticals, guidance on how to position yourself, or an overview of the latest hiring trends, reach out to Sadie to explore the next step in your fintech marketing career.