Karly Field

About Karly Field

I’m a B2B fintech marketing leader with deep experience supporting growth-stage and scaling companies in highly regulated industries.As Chief Marketing Officer at Finovifi, I lead go-to-market strategy, product positioning, demand generation, and sales enablement for technology serving community banks and credit unions across core banking, fraud prevention, compliance, and payments.A major focus of my role is owning and architecting our HubSpot ecosystem. I use HubSpot as the operational backbone for marketing, sales, and revenue alignment—designing lifecycle strategy, custom objects, workflows, reporting, and attribution to support complex, long-cycle B2B sales. I’m especially passionate about building HubSpot instances that are clean, intuitive, and actually usable by sales and leadership—not overengineered, underused CRMs.My strengths sit at the intersection of strategy and execution: translating complex products into clear messaging, organizing growing marketing functions, and building systems that scale with the business.I’m drawn to environments where structure, clarity, and smart tooling unlock growth—and where HubSpot is treated as a revenue platform, not just a marketing database.

Experience

1. CMO

   Finovifi

   Jul 2017 — Present · Birmingham, AL, US

   I lead marketing strategy and execution for Finovifi, a technology provider serving community banks and credit unions across core banking, fraud prevention, compliance, and payments.A core part of my role is owning and architecting our HubSpot ecosystem—using it as the operational backbone for marketing, sales enablement, reporting, and growth. I’ve built and managed HubSpot to support complex B2B fintech sales cycles, including:Lifecycle design, segmentation, and lead managementCustom objects, properties, and reporting for regulated buyersCampaign tracking, attribution, and performance analyticsAlignment between marketing, sales, and leadership using shared data and workflowsBeyond HubSpot, my role spans go-to-market strategy, product positioning, demand generation, events, partner marketing, and sales enablement. I work closely with product, sales, and executive leadership to translate real banking problems—legacy cores, rising fraud, and regulatory pressure—into clear, credible market narratives that drive growth.

Education

• The University of Alabama

  Bachelor of Arts, Journalism

  1993 — 1997

• The University of Alabama

  Master of Library Science, Library Science

  2001 — 2002

Skills

• Copywriting
• Payments
• Business Development
• Direct Mail
• Lead Generation
• Brochures
• Newsletters
• Postcards
• Event Planning
• Integrated Marketing
• Project Management
• Brand Development
• Financial Services
• Business Cards
• Banking
• Graphic Design
• Marketing Communications
• Direct Marketing
• Writing
• Online Marketing
• SEO
• Trade Shows
• Marketing Materials
• Email Marketing
• Press Releases
• Promotions
• Social Media Marketing
• Public Relations
• Social Media
• Flyers
• Advertising
• Marketing