048 Tricia Rogers
Head of Marketing, Shieldpay
Tricia Rogers is Head of Marketing at Shieldpay. She’s worked in financial services, SaaS, and fintech for over 20 years including time at Halifax, Barclaycard, and Ozone API - as well as a decade leading her own consultancy.
“I’m helping businesses make payments simpler - not curing cancer.”
The interview
What’s your coffee ritual?
Caffeine is my only vice! I quit smoking 17 years ago, and alcohol 4 years ago - I bought a top-range coffee maker in lockdown and need three lattes before I can function.
What was your first marketing job?
Straight out of uni, I joined Zenith Media as a TV media buyer. It was fast-paced, vibrant, and full of legendary Friday lunches. A classic work-hard, play-hard environment that I loved.
What finance apps do you have on your home screen?
Xero and Starling for business, Revolut for travel, and GoHenry to teach my kids about money.
Which newsletter, podcast, or book do you recommend most?
Marie Walker’s fintech updates are a must-read. Podcasts like The Knowledge Project and The Places We’ll Go Marketing Show keep me inspired. Recently, The Let Them Theory by Mel Robbins really struck a chord with me.
What’s an underrated growth channel in fintech?
Embedded partnerships and micro-events. Partnerships amplify reach while small, value-driven meet-ups build trust - especially as AI changes how people consume content.
What keeps you up at night?
Honestly, not much. I live by the ethos that we only get one life, so let’s enjoy it. I love a challenge and pushing myself to experience new things and I love fintech and the community, but at the end of the day, it’s just a job. I’m helping businesses make payments simpler - not curing cancer.
What are the most useful measurement tools you use in your work?
There’s so much we could measure in marketing that it’s hard to find one tool that does it all. Instead, I focus on three essentials for building a successful brand:
1. Awareness and reputation - how well-known and respected you are
2. Connection and relevance - how meaningfully you engage with your customers
3. Consistency - how reliably you show up across channels
A bespoke dashboard pulls key metrics so I can see if we’re moving the right levers.
What’s one fintech brand (other than your own) that’s getting marketing right?
That’s a tricky one! I’m connected to a number of amazing CMOs and marketing leaders in this space and we all do the best we can with what we have! But I guess Starling. I’ve watched them take business banking mainstream with smart campaigns and a fresh rebrand.
Why is marketing so hard?
Marketing feels hard because the landscape is fragmented. The multiple channels, fast-changing tech, and shifting buyer behaviour make it complex. But the fundamentals haven’t changed: know your customer, your product, and how you make money. The challenge is balancing simplicity with complexity using tech and data wisely while keeping creativity at the heart to cut through the noise.
Whose answers to the above questions would you most like to read?
Ooh - Katie Hayes at Ozone API always has an interesting perspective. Or Jeremy Laight as he’s building a great fractional community.
both have actually already featured! Here’s Katie’s Edition and here’s Jeremy’s.