What CEOs Actually Want From Their Marketing Leaders | Patrick Huynh, CEO, Fiska

In this episode, Arminta sits down with Patrick Huynh, CEO of integrated payments company Fiska, to unpack how a CEO views marketing. They discuss how payments have evolved from decades of stagnation to rapid innovation driven by e-commerce and integrated, frictionless experiences like Uber. Patrick shares his pragmatic approach to marketing as part of the sales cycle, the metrics he cares about most (customer conversion and revenue), and why leading indicators matter but shouldn’t dominate reporting. They also dive into what Patrick wishes marketers understood about CEO decision-making—keeping communication simple, results-focused, and grounded in trust, domain expertise, and honest progress updates.

Key topics include:

1. How does he as a Fintech CEO think about marketing?
2. What are the Marketing metrics CEOs really care about?
3. How does he evaluate a channel when he knows it's hard to calculate the ROI?
4. And what does a CEO wish more marketers understood about how CEOs make decisions?

Useful links:

Find Patrick Huynh on LinkedIn: https://www.linkedin.com/in/huynhpatrick/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - a video and podcast studio for B2B Brands:

https://orama.tv/

About Araminta Robertson:

Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 Patrick Huynh: Introduction and Background

02:49 Evolution of the Payments Industry

06:55 Challenges and Responsibilities of Being a CEO

22:41 Personal Insights and Industry Views

27:42 Building Trust and Demonstrating Results

31:06 Challenges in Marketing Leadership

37:05 Understanding CEO Priorities

39:14 Final Thoughts and Farewell