Empowering Women in FinTech: Insights from Christiane Zhao, Marketing Manager at Giesecke+Devrient
Can you share your journey to becoming the Marketing Manager at Giesecke+Devrient (G+D)?
CZ: My path to becoming the Marketing Manager at Giesecke+Devrient has been diverse and enriching. Born and raised in New Zealand, I studied in China and the United States before moving to Germany for work. Despite my background in health science and statistics, my passion for marketing and strategy led me to this role, opening the door to the fintech and paytech fields, where I’ve found my true calling.
What inspired you to pursue a career in the FinTech industry?
CZ: Payments are one of the most complex yet fascinating aspects of our lives. In modern society, everyone engages with payments, making it a fundamental part of our daily interactions. The potential to influence and enhance these interactions through well-designed payment solutions is what brought me to the FinTech industry. The opportunity to innovate and create impactful solutions in this field is both challenging and incredibly rewarding.
What are the primary responsibilities of your role at G+D, and how do they contribute to the company’s goals in the FinTech sector?
CZ: As the Marketing Manager at G+D’s headquarters, I oversee global marketing for our payment card sector. G+D is a global SecurityTech company, it is also one of the top payment card providers worldwide. I am supporting to maintain and expand our market presence. I also lead the More Accessible Payments initiative and support our FinTech segment.
We partner with banks, fintechs, and financial institutions to make them more accessible, convenient, sustainable, and customer-centric. In today’s landscape, where customers see banking as integral to their lifestyle, it’s essential that our partners meet these expectations. My responsibilities ensure we deliver innovative solutions and strategies that empower our clients to provide exceptional service and experience.
As a female leader in FinTech, what challenges and opportunities have you experienced in this traditionally male-dominated industry? What advice would you give to other women looking to advance their careers in FinTech and marketing?
CZ: Diversity is crucial for problem-solving and defining issues, showcasing the strength of collaboration among individuals with different backgrounds and perspectives.
A key opportunity lies in bringing unique perspectives to the table, fostering creativity and inclusivity in decision-making. My journey has emphasized the importance of advocating for oneself and others, continuous learning, and building a supportive network.
For women looking to advance in FinTech and marketing, my advice is to embrace diversity and leverage it as a strength. Don’t hesitate to voice your ideas and pursue leadership roles. Seek mentorship and allyship, and stay committed to your professional growth.
How can the FinTech community better support and encourage the growth of women in the industry?
CZ: Despite some visible progress, the share of women in financial services globally has seen minimal improvement over the past six years, with only about a two percent increase in female representation in senior leadership roles. To truly support women and non-binary leaders in FinTech, we must address key areas such as equal pay, better maternity leave policies, and challenging stereotypes. Additionally, fostering a culture where women lift each other up through mentorship and sponsorship is crucial. None of these measures should be taken for granted. By creating an inclusive and supportive environment, the FinTech community can pave the way for greater gender diversity and innovation in the industry.
How do you see the role of traditional financial institutions changing in response to the rise of FinTech innovations?
CZ: The rise of FinTech innovations has impacted traditional financial institutions in many ways. FinTechs introduce new business models and components in banking and payments that traditional institutions had not commercialized before. Typically, FinTechs begin with digital solutions and then transition into physical spaces, while traditional institutions follow the opposite trajectory. This interplay has facilitated mutual learning in an evolving ‘phygital’ landscape.
I think FinTechs’ customer-centric approach has empowered end-customers, granting them greater control over their banking experience. This shift has prompted traditional institutions to adopt more customer-focused strategies. Additionally, FinTechs offer valuable collaboration opportunities for traditional financial institutions, given their agility and speed in testing new approaches and methodologies. These collaborations have the potential to drive innovation and enhance service delivery throughout the financial industry.
How does Giesecke+Devrient approach innovation, and what exciting projects or technologies are you currently working on?
CZ: Giesecke+Devrient (G+D) is a family-owned company with a history spanning over 170 years. Innovation and security are deeply ingrained in our core values. In the payment space, we are actively collaborating with banks, NGOs, FinTechs, and end-users. For instance, we are pioneers in sustainable payment solutions and have committed to eliminating the use of virgin plastic on payment card bodies by 2030, a first in the industry. Our initiatives include tailored card recycling programs with banks, and converting expired cards into community furniture.
Our latest innovation, the Convego® Ceramic premium payment card, offers a luxurious and durable alternative to traditional payment cards, showcasing our dedication to combining innovation with high-quality design.
In addition to our focus on innovation, we are dedicated to sharing our insights and experiences with the industry in the accessibility space, as we believe achievement in accessibility and sustainability is the result of a joint effort of all stakeholders.
What message would you like to share with our readers about the future of FinTech and the role of women in this industry?
CZ: It’s important to find your North Star—your guiding vision or purpose—and equally important to surround yourself with the right team that supports you both professionally and personally. In the FinTech industry, having mentors, allies, sponsors, and friends is crucial. With the support of those around us, a ‘No’ today doesn’t mean ‘No’ forever. Persistence, collaboration, and continuous learning will help drive the future of FinTech, and women have a vital role to play in shaping this dynamic and inclusive industry.
Christiane Zhao Bio
Christiane Zhao is a Marketing Manager at Giesecke+Devrient (G+D), a global leader in security and digital solutions.With G+D as the top payment card provider globally, she is currently responsible for the overall marketing activities of the payment card portfolio.She is also leading the More Accessible Payments initiative and supporting the marketing activities of the Fintech domain. As an active LinkedIn Creator, she shares her thoughts and visions, which reflect her personal views. Additionally, she serves as a trusted advisor at Harvard, offering insights on digitalization, art, and media transformation.
Linkedin profile https://www.linkedin.com/in/christiane-zhao-a073b4130/