Dana Lihotina
Chief PR Officer at Delos
Please introduce yourself and your background. What has brought you into fintech?
I’m the Chief PR Officer at Delos Banking, a company facilitating seamless transactions between digital assets and fiat currencies, allowing clients efficient cross-asset settlements across global markets. At the same time, I also hold the position of the Head of Education at the Soltesz Institute, a platform that offers specialised courses in payments and banking.
I began my journey in fintech as a consultant, helping startups secure European funding and organising bootcamps and hackathons across various countries. Over the years, I have tested myself in leading positions in PR across various companies, eventually finding my way to Delos Banking, first as an advisor and then as Chief PR Officer.
Shortly after, I met Viktoria Soltesz, who shared with me her vision for the Soltesz Institute, aiming to raise awareness and knowledge in payment and banking. The initiative felt important and full of potential, and I was excited to take on a new challenge.
Sounds like your part was very rich in colourful experiences. So, Dana, having tried yourself in so many different companies and positions in the fintech sectors, what challenges did you see women face here? Have you encountered any of these?
A notable challenge I’ve seen over the years is the limited representation of women in C-level positions. Although these days, there are encouraging signs that this trend is shifting. I see more women in my own network of contacts stepping into leadership roles and making impactful decisions for fintech companies.
Personally, I’ve noticed that women often bring a creative take to problem-solving, which complements the more rational approach that men favour. This blend of perspectives in leadership has the potential to drive innovation in fintech forward.
Seeing as we touched on the topic of diverse leadership, how, in your opinion, do mixed management practices benefit the development of fintech companies?
Diverse leadership can enrich decision-making by bringing together a wide range of differing perspectives. When leaders from varied backgrounds collaborate, it creates a more inclusive approach to problem-solving that can better address the needs of customers from different markets, cultures, and demographics.
For example, in one of my recent roles, our leadership team included both men and women from diverse fields within fintech payments — compliance, tech development, marketing, and the works. This mixed expertise allowed us to approach challenges from multiple angles. I noticed that while some team members focused on data-driven solutions, others explored creative ways to enhance customer engagement. This balance not only strengthened our products but also broadened our market reach and improved client satisfaction.
And while we are on the subject of mixed approaches, what personal/professional qualities do you consider essential for success in fintech?
Empathy is certainly a powerful factor, especially in PR, where you need to connect with different audiences and dive into diverse cultural perspectives. I believe that the best way to approach a project is by asking, “What can I contribute here?” rather than “What’s in it for me?” This kind of mindset is better suited to fostering meaningful partnerships and helps you make a truly valuable impact on a project, no matter what field you specialize in.
Integrity, transparency, and strong problem-solving skills are also of vital importance in fintech, as trust forms the foundation of the industry. Building solid relationships, whether with clients or industry partners, relies on authentic communication. And honest collaboration, in turn, supports success and leads to growth, both personal and professional.
Finally, Dana, what changes would you like to see in fintech to promote gender diversity and inclusivity?
As I already mentioned, this industry is already witnessing more women stepping into leadership roles. This is an encouraging development, and I would certainly like to see it continue with initiatives centred around mentorship, leadership development, and fair hiring practices.
That said, I still believe that the primary focus should always be on the qualifications and expertise an employee brings, regardless of their gender, nationality, sexuality or any other form of self-identification.
I’m also excited about working with Project Nemo, an initiative that supports individuals with disabilities in tech and fintech. As a disabled person myself, I believe it’s essential to focus on mental capabilities over physical ones, especially in business. Building an inclusive environment that values and supports diverse abilities adds strength to the industry and benefits everyone involved.
