News from the Wire

New report shows women CMOs redefining marketing leadership in fintech

Monday, October 27, 2025 — 22:19:43 (UTC)

Austin, Texas, October 22, 2025 — Women chief marketing officers in fintech are driving business strategy and revenue growth as their roles expand far beyond traditional marketing functions, according to the latest report released by The Fletcher Group.

The 2025 Women CMOs in Fintech Report, now in its fourth year, surveyed marketing leaders across the sector and found that 91% say their role has expanded in recent years. The study shows CMOs increasingly influence multiple business areas, with 100% collaborating directly with sales teams, 80% shaping business strategy and customer success, and 70% contributing to product decisions.

"As the fintech sector matures, the CMO role is evolving," said Jennifer Tramontana, founder and president of The Fletcher Group. "Once seen as brand stewards, today’s top marketing leaders are growth architects, revenue drivers, and cross-functional changemakers."

The report identifies several trends reshaping the CMO role:

Revenue Attribution Becomes Essential All CMOs surveyed agreed that proving marketing's impact on revenue is essential but remains one of the industry's toughest challenges. Leaders are responding with more rigorous reporting methods, including return on marketing investment models that align marketing, finance and subject matter experts on goals and required investments.

Marketing leaders are also working more closely with sales, finance and revenue operations teams through shared goals and coordinated plans. Some organizations have moved business development representative teams under marketing to align messaging with quarterly priorities.

AI Adoption Accelerates

The use of generative AI among fintech CMOs has jumped from 77% in 2024 to 100% in 2025. While content ideation remains a common application, marketing leaders are expanding AI use to include lead tracking, data analysis, persona building and developing custom AI models that reflect brand voice.

A growing priority is brand visibility in AI-driven search. With website traffic declining and click-through rates dropping nearly 50% when AI summaries appear, CMOs are shifting from traditional search engine optimization to generative engine optimization. One leader reported that focusing on AI search optimization increased search volume from large language models by more than 300% in six months.

Marketing Budgets Increase

Heading into 2026, 75% of CMOs plan to increase their marketing budgets, with no leaders planning reductions. Investments are shifting toward brand storytelling, data and analytics, AI-optimized content and thought leadership.

In-person events are gaining importance, with several CMOs prioritizing smaller, more intentional gatherings such as executive forums and partner-led events over large-scale conferences. Podcast production also continues to attract investment.

Path to CEO Remains Mixed

When asked whether CMOs are positioned for CEO roles, marketing leaders were divided. Leaders cited CMOs' strengths in collaboration, customer understanding and cross- functional alignment as advantages. However, entrenched perceptions favoring finance backgrounds and direct profit-and-loss ownership remain barriers.

Building Consumer Trust

CMOs gave the fintech industry moderate marks on earning consumer trust, with 67% rating performance as moderate, 25% as very well and 8% as poor. Leaders emphasized that customer-focused approaches, transparency about data protection and responsible AI use are critical to maintaining trust.

The full report is available for download at fletchergroupllc.com.

About The Fletcher Group

The Fletcher Group is a public relations and content marketing firm specializing in the payments and fintech industries. With 20 years of experience, the firm helps marketing leaders drive results through positioning, content, earned media and marketing strategy. Learn more at fletchergroupllc.com Media Contact: Ann Spencer Account Executive 416-561-7623

Notice to readers: These are archived articles. Contact information, links and other details may be out of date. We regret any inconvenience.

Source: Company press release.

Categories: Reports and research