Visual Sectors: Fintech Content & Marketing Leadership

TL;DR

A 15-month engagement where I rebuilt the entire marketing function for a fintech startup: from brand messaging and team structure to funnels, content systems, creative quality and operational workflows. The result was a unified, product-aligned marketing engine that finally made the company’s high-value options data resonate with everyday traders.
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The Brand

Visual Sectors
‍FinTech • Options Data • Retail Traders
SaaS • Education • Market Analytics
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The Challenge

Visual Sectors came to me with marketing that looked busy but wasn’t serving the business.

There was:
- No irresistible offer
- No team alignment
- No clear brand positioning
- No message the audience could repeat back
- No social content tied to the product (only news, market commentary and unrelated trending topics)

Marketing was happening but none of it helped users understand what VS actually sold: options data that empowers structured, profitable decision-making.

My job?
Bring order, raise the quality bar, rebuild the offer, steer the content toward the actual product, align the team, put proper systems in place and take the operational weight off the founder so he could focus on the wider business. And finally, build real marketing that drives product adoption.

The Process

1) Before fixing anything, I needed to understand the landscape: who we were competing with, what users actually valued and what kind of team the product required. This included a full competitive audit, reviewing our own content and team structure.

2) With the groundwork done, I rebuilt the positioning, refined the value proposition and set a Tone of Voice people could follow without needing a finance degree (it is a platform for retail traders after all). Once the message made sense, everything else had something to anchor to: content, YouTube, ad funnels, email, even the way content presenters spoke about the product.

3) The existing output made it obvious we needed more firepower. We added 2 new editors, 2 copywriters, a professional thumbnail designer, an infographic designer and a dedicated social media manager. Everyone was onboarded properly, given ownership and aligned around the same pace and quality bar. The founder no longer had to juggle 10 conversations a day about production decisions and operational details.

4) Once the team was in place, we fixed the spine of the operation. ClickUp, Google Drive, workflows, SOPs, briefs, reporting files and asset libraries were all rebuilt from scratch so work stopped living in emails and personal folders.

5) With structure sorted, we started experimenting. Reels, infographics, landing pages, lead magnets, and YouTube production. We moved from faceless videos to expert-driven content with our Chief Analyst, Brian. Hooks improved. Stories tightened. Video production became intentional. Execution became consistent.

6) As the data rolled in, we refined the ICP, cut what did not resonate and doubled down on what users cared about. It shaped Funnel 2.0, the Knowledge Hub MVP, the quiz campaign, YouTube direction and the broader product strategy.

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Step by step, the scattered parts became a coherent, accountable operation users finally connected with.