Elena Yiangou: Turning Insight into Impact

From strategy to storytelling, Elena Yiangou is helping Finera connect with the businesses it was built for.
As Head of Marketing, she leads with clarity and direction, turning complex ideas into messages that resonate.
Her work ensures that what Finera does is matched by how it's understood: simple, relevant, and focused on what matters to customers.

Where Strategy Meets Simplicity

Elena’s path into marketing began with a draw to where creativity meets strategy. After working across multiple sectors, it was the pace and innovation of fintech that captured her attention. At Finera, she saw the chance to shape a brand from the ground up in a space that’s transforming global business.

“No two days are exactly the same… which I love,” Elena says. Her day spans everything from brand strategy to product messaging to campaign optimisation. The common thread? Every piece of work connects back to how Finera helps its customers succeed.

Making the Complex Clear

One of the core challenges in fintech marketing is clarity and Elena welcomes it. What attracted her to the industry was the opportunity to simplify complex topics like payments, compliance, and integrations into stories that are clear, valuable, and relatable.

“Our messaging always starts with value,” she explains. “What problems are we solving? How are we making life easier for our customers?”

Elena and her team focus on practical outcomes like higher approval rates, fewer failed transactions, and easier integrations. It’s a direct approach designed to help Finera stand out in a space often filled with jargon.

“If we can show how our technology directly impacts a merchant’s bottom line, we’ve done our job.”

What Makes a Partner, Not Just a Platform?

As businesses look to scale their payment infrastructure, Elena believes a few core elements matter most: scalability, flexibility, and trust.

“Your platform needs to grow with you,” she says. “Can you integrate easily with PSPs, methods, and markets? And of course, reliability and security shouldn’t be negotiable.”

But the real difference, she notes, lies in partnership.

“Always look for a partner who really understands your business model and can provide proactive support, not just a passive tool.”

Building a Brand, Leading a Team

Marketing at Finera is collaborative by design. Elena leads with open communication and shared ownership, ensuring everyone on the team understands how their work contributes to the bigger picture.

She balances that collaboration with autonomy. “I prioritise providing team members with the autonomy they need to excel,” she says. “Everyone should feel like their voice matters.”

That culture of clarity and trust is reflected externally, too. The brand keeps the message sharp, centred on real solutions and meaningful communication.

Evolving the Brand, Staying Local

As Finera scales globally, Elena’s focus is on adapting messaging to resonate in different markets while staying true to the brand’s core identity.

“The core of our brand will stay the same: being a trusted, technology-driven partner,” she says. “But we’ll adapt how we tell our story to resonate locally.”

That means understanding not just language but context. Shaping regional campaigns and localised content with a strong understanding of who they are speaking to.

The Next Phase

Looking ahead, Elena’s focus is on growing Finera’s digital presence, strengthening strategic partnerships, and investing in content that reflects the team’s expertise.

“We’re building stronger partner relationships and developing more thought leadership content to showcase our expertise,” she says.

She’s also placing a greater emphasis on audience insight, refining how Finera engages at each stage of the customer journey.

“We’re staying agile by testing and constantly learning.”

She notes that trends like AI and the growth of alternative payment methods are shaping how marketing teams tell their stories and that adaptability is key.

Marketing with Purpose

At the centre of Elena’s approach is the customer experience. It’s the lens through which strategy, content, and performance are measured.

“Every action we take should revolve around the customer, with a focus on their needs, what they value, and how we can assist them.”

And when someone engages with the Finera brand, from a headline to a product page, Elena wants them to feel one thing: confidence.

“I want them to feel like they’re in good hands. That we’re not just offering a product, but a partnership that’s built to grow with them.”

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