In conversation

Vasiliki Vokou speaks with Amber Walduck, BCB Group marketing executive, about Amber’s work, building confidence, communications careers, and why crypto and fintech excite young talent.

Launching careers in financial comms

What first attracted you to communications and marketing, and how did you end up specialising in financial services?

I left university with an English degree and, honestly, no real idea of what I wanted to do. I applied for lots of different roles across marketing, events and PR, and realised there were elements I enjoyed in each. I was lucky to find a mentor early on who encouraged me to pursue marketing and helped me see where my strengths lay.

I then fell into financial services almost by accident. On my first day, I remember thinking, I know a bit about Bitcoin, but that’s about it. What excited me was that it felt new, fast-paced and constantly evolving. I realised my lack of knowledge wasn’t a weakness — it was actually a skill. It gave me the opportunity to learn, ask questions and grow with the industry.

From day one at BCB Group, everyone was incredibly supportive. People genuinely took the time to explain things, answer questions and guide me through the business. That openness made me realise very quickly that this was the right place for me.

Crypto can feel intimidating from the outside. What helped you get up to speed early on?

The biggest thing was accepting that I didn’t need to know everything. When you’re early in your career, there’s often pressure to prove yourself, which can fuel imposter syndrome, especially when you’re entering a technical industry.

At BCB, there’s a strong culture of curiosity. If you don’t understand something, you’re encouraged to ask. I spoke to people across the business — product, tech, operations — and slowly built up my understanding. Education is key. Crypto isn’t a separate, scary world; once you understand the basics, it becomes far less daunting.

There’s also a lot of stigma around crypto, often driven by headlines focusing on bad actors. But that exists in every industry. What matters is education, transparency and regulation, and helping people understand that this space is becoming part of everyday financial life.

How is marketing and communications different in crypto compared to traditional financial services?

It’s all about balance. You need to communicate trust, regulation and credibility, particularly in a space that’s still developing, while also being engaging and creative.
The challenge is that attention spans are shorter than ever. People aren’t reading long papers anymore; they’re listening to podcasts, watching short clips, and scanning headlines. So you have to distil complex, regulated information into something accessible without losing accuracy or trust.

Crypto is exciting because it’s new and constantly changing. There isn’t a rulebook yet, which means marketers have to be agile, thoughtful and responsive, while still ensuring compliance and clarity.

What skills have helped you thrive at BCB, and what surprised you most?

I was surprised by how much responsibility I was given early on. That trust really helped build my confidence and encouraged me to share my ideas rather than hold back.
BCB is great at championing individuality. I joined as someone creative with very little crypto knowledge, and instead of trying to mould me into something else, the team encouraged me to lean into that. I’ve been involved in everything from content and PR to events, social media and design, which has been incredibly rewarding.

Seeing tangible outputs, whether it’s a magazine coming to life, hosting a stand at Money20/20, or watching an event unfold, gives you a real sense of satisfaction and ownership.

Would you recommend fintech or crypto as a career path for young communicators?

Absolutely. Five years ago, I never would have imagined working in finance, it felt intimidating and not very creative. But fintech and crypto are innovative, challenging and fast-moving. If you’re curious, willing to learn and enjoy thinking creatively, it’s an incredibly exciting space to be in.

What skills or traits make someone well-suited to this industry?

Resilience, confidence and creativity. Things change quickly, so you need to be adaptable and comfortable with uncertainty. Confidence helps you speak up and back yourself, even when you’re still learning. And creativity is essential, not just in marketing outputs, but in how you solve problems and communicate complex ideas.

What advice would you give to someone curious about crypto but worried they don’t know enough?

Ask questions. Put your hand up and say you don’t know, that’s how you learn. There are so many passionate people in this space who are happy to explain things.

Not knowing everything can actually be a strength, especially in communications. It helps you think from the audience’s perspective and explain things in a clearer, more accessible way. If you’re willing to learn, that curiosity will take you far.

What’s one lesson from BCB that you think will stay with you throughout your career?

Go with your gut and be confident. Imposter syndrome affects everyone, regardless of seniority. You don’t need to have all the answers, you just need to be open to learning, willing to push yourself, and confident enough to share your ideas.

Some of your best ideas might come early in your career. They won’t all work, but in an industry that’s constantly evolving, creativity and fresh thinking are invaluable.

What might surprise people about working in crypto?

How creative it can be. There’s a perception that it’s a dark or daunting industry, but once you’re inside it, you realise how collaborative and forward-thinking it is. Like any sector, there are bad actors, but that doesn’t define the whole industry.

Crypto is becoming part of everyday financial life. You don’t need to understand every technical detail to work in the space, curiosity and openness go a long way.

Finally, how do you feel about AI and its role in marketing and crypto?

I think AI is something people should embrace rather than fear. Yes, it will automate certain tasks, but it’s also an incredibly useful tool. I use it almost daily, whether that’s understanding market trends, supporting content ideas or speeding up research.

Like crypto, AI can feel intimidating until you understand it. But once you do, it becomes another skill to build into your toolkit. Change can be uncomfortable, but it’s also where opportunity lies.