At Avenue Z, we believe influence is built at the intersection of expertise, innovation, and integration. That’s why we’re thrilled to welcome Sandy Shakoor as our new Director of PR, leading clients and teams across our Finance & Blockchain Expert Practice.
Sandy brings a powerhouse background in financial services and blockchain, with experience shaping communications strategies for leading brands including Kraken, RBC Wealth Management, Mercer, and Direction ETFs. Her career spans asset managers, hedge funds, and crypto innovators, giving her a rare perspective on how to translate complex financial concepts into clear, compelling narratives that resonate across audiences.
Breaking Down Boundaries in PR
What sets Sandy apart is her passion for pushing beyond traditional PR boundaries. She believes the future of fintech and blockchain communications lies in integration, bringing together media, content, and emerging platforms in creative ways. Whether it’s tapping into Reddit forums, Substack, or next-gen channels popular with Gen Z, Sandy sees real opportunity for brands to meet audiences where they are, and to do it in ways that feel fresh and authentic.
What’s Next for Fintech & Blockchain PR
When asked what excites her most about the future of the industry, Sandy points to the shift from fragmented communications toward holistic, outside-the-box strategies. For highly regulated industries like finance and crypto, where risk has often led to overly cautious, LinkedIn-only approaches, she sees a turning point. As fintech matures, companies that embrace new platforms and storytelling styles will not only differentiate themselves but also win trust from the next generation of investors and users.
Sandy is also passionate about helping executives sharpen their media presence, condensing complex strategies into clear, powerful soundbites that stick. For fintech CEOs navigating a crowded market, this skillset is critical for cutting through noise and building credibility.
Why Avenue Z
So why Avenue Z? For Sandy, it comes down to integration and people. “Avenue Z is a truly integrated communications firm, with experts across social, paid, PR, and content all under one roof,” she says. “It means I can give clients the creative, strategic, and executional horsepower they need to succeed.”
From Easterly Asset Management to Tacet and Linq, Sandy will be spearheading strategy for some of the most dynamic players in finance and blockchain today, and with Avenue Z’s growing roster of fintech partners, the timing couldn’t be better.
Welcome, Sandy. We can’t wait to see how you help shape the next chapter of fintech and blockchain PR.
Read more about Sandy’s hiring in O’Dwyer’s.
Ready to level up your PR? Talk to Sandy and our team.
Make Headlines That Matter
From Wall Street Journal to The New York Times, we secure the media coverage that shapes perception, drives growth, and positions your brand as an authority.
