Interim Marketing Director’s role.

Fintech Meetup by Hyve Group

The Challenge

Fintech Meetup—one of North America’s leading fintech events—aimed to expand its reach and impact for its 2025 edition. With ambitious targets for attendee growth (a 50% increase), enhanced industry positioning, and stronger engagement across channels, Hyve Group needed immediate marketing leadership to bridge strategy and execution while recruiting a new permanent Marketing Director.

That’s where I stepped in. As Interim Marketing Director, tasked with rebuilding the strategy, team workflow, and creative direction while keeping commercial objectives front and centre.

The Approach

I implemented a three-phase strategy that connected data, storytelling, and design:

1. Foundation & Focus

Audited the database and segmented audiences to re-engage the right profiles: fintech companies, investors, and hosted banks/credit unions.

Re-aligned communications with a six-month content plan mapped to the event cycle.

Introduced streamlined workflows, defined OKRs, and ensured all creative assets were two weeks ahead of schedule.

2. Campaign Activation

Rebuilt the brand’s digital presence—including a full website relaunch on Kentico, improving navigation and conversions.

Led a social media overhaul, increasing the LinkedIn following by 38% and driving engagement through insight-driven posts, influencer collaborations, and targeted campaigns.

Directed creative redesigns, introducing colour-coded segmentation by event area (content, expo, hosted buyer) and improving clarity and impact.

Expanded media partnerships, securing features with outlets like American Banker, Fintech Takes, and Industry Dive.

Launched and optimised 131 targeted email campaigns with open rates doubling from 9.5% to 19.1%.

3. Data, Partnerships & Storytelling

Delivered 1,409 marketing-qualified leads through digital campaigns, website forms, and partnership collaborations.

Introduced an attendee and speaker advocacy campaign through InGo—generating thousands of peer-driven impressions.

Positioned Fintech Meetup as an industry thought leader via co-hosted events with Fundica, Google, and The Financial Club.

Delivered a comprehensive post-event report and insights framework for 2026.

The Results

🎯 Ticket sales: 17% over target

💼 Hosted buyer program: 8% increase from previous year

💬 Media partnerships: 32% over target.

📈 13,248 new contacts added and 1,409 MQLs generated.

🌐 Website engagement and open rates doubled, restoring database health and increasing industry visibility.

🧠 Repositioned Fintech Meetup as a serious but soemwhat quirky, and very customer-centric, value-driven fintech event, paving the way for the next growth cycle.

The Takeaway

By re-establishing clarity of purpose, tightening execution, and telling the right story across every touchpoint, Fintech Meetup 2025 became more than an event—it became a movement for the fintech industry to connect and collaborate.