040 Nikki Paul
Marketing Director, Tandem Bank
Nikki Paul is Head of Marketing at VoxSmart. She has held marketing leadership roles at Openpay and Tandem Bank, and appeared on the Innovate Finance Women in FinTech Powerlist 2024. She is also a member of the core team at Project Nemo, and an ambassador for Women of FinTech.
“My brain waits until 11pm to present its best work.”
The interview
What’s your coffee ritual?
I don’t drink coffee - I run on tea, determination, and the occasional chocolate bar.
What was your first marketing job?
Running marketing for a fashion and lifestyle online magazine I launched with a uni friend. As we ran out of funding my job expanded to website coding and writing the weekly horoscopes... the original startup crash course!
What finance apps do you have on your home screen?
Monzo for spending, Tandem Bank for saving, and Aila Money for trying to build better financial habits.
Which newsletter, podcast, or book do you recommend most?
I tend to switch up newsletters and podcasts depending on my focus area, but right now I’m enjoying The Product Marketing Drop newsletter for product and GTM insight, and the CMO Therapy podcast for some great chat!
What’s an underrated growth channel in fintech?
Customer education. If you help someone truly understand the problem, they’ll trust you to solve it.
What keeps you up at night?
Ideas. My brain waits until 11pm to present its best work.
What are the most useful measurement tools you use in your work?
HubSpot for pipeline, GA4 for behaviour, and LinkedIn Analytics for the pulse of what’s landing.
What’s one fintech brand (other than your own) that’s getting marketing right?
Ecommpay - a bold, consistent, and memorable brand, with inclusivity baked in as a real and tangible commitment.
Why is marketing so hard?
Because you’re balancing art, science, finance, psychology, and politics… all while chasing an ever-moving target.
Whose answers to the above questions would you most like to read?
Antonia Wade - she always says the thing you wish you’d said first.