Hiring for your B2B fintech marketing team? Here’s where to focus | Joel Gaudeul - Swan

Araminta speaks with Joel Gaudeul, VP Marketing at Swan, to discuss how FinTech marketing teams should evolve by 2026 as AI deepens silos and challenges specialist-heavy org charts. Joel describes Swan’s team across growth/demand, brand and content/PR, product marketing, and field marketing, including supporting customers’ go-to-market in different countries. He argues product marketing is the most underrated and highlights social media as a senior strategic function. Joel suggests the next key hire is an AI “owner”. He questions prioritizing SEO, and outlines hiring for soft skills and AI skills. Key topics include: Who should be the first hire in the marketing team How to hire in the age of AI Where to draw the line with AI content creation Useful links: How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.co... Joel Gaudeul on LinkedIn: :  / joelgaudeul   Find Araminta on LinkedIn:   / aramintarobertson   Mint Studios website: https://www.mintcopywritingstudios.com/ For show notes and more information about guests, head to: https://www.mintcopywritingstudios.co... This episode was produced by Orama - thought leadership videos and podcasts: https://orama.tv/ About Araminta Robertson: Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies. About Fintech Marketing Lab Fintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building. Timestamps: 00:00 Intro 02:50 Marketing Versus Sales Culture 05:53 Swan Marketing Org Chart 07:54 Underrated Roles PMM Social 09:47 First Hires AI Shift 13:22 Making Case For PMM 15:34 Hiring An AI Owner 20:08 AI Content Review Agents 24:22 Rethinking SEO and Paid 26:29 Channel Fit and Priorities 31:03 Marketing in Two Week Sprints 37:12 AI Pressure and Team Structure