90 Seconds with Nida Rahimi-Naeem Founder of ADIN a brand-new marketing consulting firm specialising in FinTech and RegTech

Nida Rahimi-Naeem



Tell us about your role at ADIN?

ADIN, is a brand spanking new marketing consulting firm specialising in FinTech and RegTech. It’s not a traditional marketing consultancy. We are laser focused on strategy, branding and content. It’s very much about high energy, amplifying impact, getting things done seamlessly with a lot of stretch ambition, and of course, a lot of good vibes!

As the founder of ADIN, my goal is to make things happen, I’m relentless about translating company goals into strategic go-to-market campaigns, and of course obsessing over brand development, product positioning, and creating content with a customer-centric vision. These things tend to fall short and lackluster when chucked into a hyper-growth environment, hence the inception of ADIN.

How did you come up with ADIN?

I found there was a real gap, especially whilst working in a hyper-growth phase environment for diving deep and getting things done. I noticed that financial technology firms are falling short on the execution of marketing, due to resources and time being spent on other tasks. We are all aware of wearing different hats which can blur lines and jobs, responsibilities and in turn, this is the time taken away from real marketing and adding value. Allowing marketers to focus on their craft and collaborate with peers in the industry is where the real magic can happen, hence ADIN and adding a vibe to your marketing was born. There is real value in collaboration and truly understanding the so what factor? Not just doing marketing for lip service or because the board or investors want to see it, it lies in your customer’s needs and wants, and this is where you will ultimately see ROI (return on investment).

Tell us about your career journey and some key lessons learned?

I’ve had leading marketing roles within the financial sector for over a decade, ranging from Investment banks (BNP Paribas), Asset Managers (Fidelity), SaaS (Amazon), Data Vendors (IHS Markit) and most recently the RegTech space (CUBE). I’ve been lucky to make the switch from traditional finance to tech and go from banking pace, to start-up, and hyper scale-up which is mental. I’ve learned how far a budget can stretch, but equally learned that money is not everything. It’s all about creative license and being unique with your ideas and messaging, as customers buy into integrity. I’ve also learned the power of building your network, some of the people I’ve met along the way have become firm friends and mentors and my go-to vendors without a doubt.

Always go with your gut and take risks with your career and change it up when needed

What top tips would you give to fellow FinTech B2B marketeers?

I would say hone your craft, become an expert at what you do, and own it. Always go with your gut and take risks with your career and change it up when needed. I’ve always switched it up in terms of the marketing I’ve done, to ensure I’m always challenged and learning something new. Also, if you don’t already, I would strongly advise you to get a mentor(s) within your space. Speaking to peers within the industry always helps with understanding other people’s journey, and navigates you along with yours. Plus having a soundboard always helps! Also, keep your finger on the pulse for trends and what’s going on within the industry, to help keep you on your A-Game.

What future digital opportunities do you think marketers can leverage over the next year to drive business growth?

There is ample opportunity in the digital space.We have seen a systemic shift due to the pandemic this past year alone. Businesses have had to adapt. So with that in mind, I think marketers can think about; shoppable posts, voice search, video marketing, chatbots, AR (augmented reality), AI (artificial intelligence), interactive content, social messaging trends, and many more. Right now the opportunities are endless to drive growth, given that customers are consuming data and information on their devices 24-7. There are so many strategies available. Picking the right one for your business is tricky and this is where ADIN steps in to help companies come up with the right fit for them.

What advice would you like to give to the technology Start-Ups when it comes to their marketing?

Understand your target market and speak their language. Sometimes in tech, we get caught up in the technology itself, but what does it mean? I think a simple rule is, if you cannot explain it to your parent or a child, then you’re over complicating it. Keep it simple, does it do exactly what it says on the tin? Of course, be creative and fun, but keep the tech for your collateral and factsheets to your customer meetings. Also, be authentic, the tech space is so saturated, you’ll only stand out if you are different and doing your own thing.

What is your vision for ADIN and are there any path-breaking activities that we can look forward to?

I think there is a lot to look forward to. ADIN only launched recently and already the response has been incredible. The vision is to grow, build and to be the go-to marketing consultancy in the Financial Services space, and of course spreading some marketing magic along the way. I can’t disclose details of any projects, but if you follow us on socials, you can see our journey unfold and of course get in touch. All I can say is watch this space! 

Instagram handle @adin.a.vibe


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