John Soriano

I take fintech infrastructure to market.

Technical marketer leading go-to-market at PayMongo, the Philippines’ API-first payments platform. The team runs on AI systems built in-house.

Growth OSLinkedIn
John Soriano

Go-to-market scope

API platform

Payments, payouts, cards and commerce for SMEs, platforms and enterprises.

Infrastructure

TNKR is embedded finance infrastructure for banks, payment providers and financial institutions that build their own products.

Launch system

Launches run in three tiers. Each gets one brief, named owners and fixed lead times.

Growth OS

Facts live in one place. Everything else reads from it.

How a brief becomes shipped workA brief goes to the owning brain, which reads canon first. A skill drafts. The work passes gates for brand, compliance and CI lint, then ships. Each shipped piece leaves one line of learning for the owner of the fact. Only the owner changes canon.CanonOwned facts. Brains read them. Only owners change them.Brieffive fieldsOwning brainloads canon firstSkill draftscritique, cut, polishGatesbrand, compliance,CI lintShipOne learningback to the ownerreadsowner signs off
How a brief becomes shipped workA brief goes to the owning brain, which reads canon first. A skill drafts. The work passes gates for brand, compliance and CI lint, then ships. Each shipped piece leaves one line of learning for the owner of the fact. Only the owner changes canon.CanonOwned facts. Owners change them.Brieffive fieldsOwning brainloads canon firstSkill draftscritique, cut, polishGatesbrand, compliance,CI lintShipOne learningback to the ownerreadsowner signs off
Every brief starts from canon, the owned documents for audience, positioning, voice, product and policy.
Agents draft and check. Gates sit where mistakes cost most.
Each shipped piece leaves one line of learning. The fact’s owner decides if canon changes.

Growth OS

The team

Three pods, one number that matters

Growth, Product Marketing, and Brand & Communications. All three work toward revenue per transacting merchant.

Principles

  • Start with the customer, not the product.
  • A number beats an adjective.
  • Brief before assets. Alignment before polish.
  • The second transaction matters more than the signup.
  • Agents propose. People approve. Automate the work, never the judgment.

Selected work

TNKR

Positioning and website for PayMongo’s infrastructure line, built for banks, payment providers and financial institutions.

gotnkr.com

PayMongo website

A new web and product-marketing layer for paymongo.com. It covers payments, wallet, capital and money movement.

paymongo.com

Rebrand

PayMongo went from payment gateway to financial infrastructure. Creative moved in-house.

Work

Growth OS

The operating system a team of seven runs on. One source of truth, checks where mistakes cost most, and agents that draft while people decide. Built in Claude Code.

Growth OS

Writing

The latest from Oblique Asia, on Southeast Asian startups and fintech.

Everything on Oblique Asia

Listen

The Oblique Podcast: conversations with people building startups in Southeast Asia.