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About Sofia
Driven by the purpose to simplify complexities and make a positive impact, Sofia leverages technology and innovative thinking to create business value through sustainable growth and customer delight. With over 20 years of experience in global marketing, her career began at consumer-centric giants like American Express and BlackRock, and continued at technology disruptors such as Uber and Nubank, as well as various startups.
Sofia’s diverse and multicultural background spans DTC, B2C, and B2B, equipping her to effectively connect organizations with the right audiences. She excels in integrating brand strategy, digital marketing, demand generation, product marketing, and advertising to deliver comprehensive solutions.
Committed to empowering teams, Sofia champions a customer-centric approach, agile methodologies, and a data-driven, scientific mindset—leveraging Gen AI to enhance efficiency and deliver deeper insights in marketing strategies.
Industry Experience
- FinTech
- Financial Services
- Mobility
- eCommerce
- Travel
Specialties
- Global & Customer Centric Strategy
- Demand Generation
- Digital Lead Generation
- Brand Strategy & Rebranding
- Agile Product Marketing
- Generative AI
Business Wins
- Optimized the lead generation funnel for fintech companies using a scientific approach, resulting in a recent 40% reduction in Customer Acquisition Cost (CAC) via digital channels.
- Developed the go-to-market strategy for Nubank’s entry into a new Hispanic market, securing over 200,000 early adopters and crafting a brand experience that achieved an NPS of 80.
- Achieved over 30% year-over-year growth at an ecommerce startup by enhancing data integration and expanding market presence in Latin America.
- Achieved 2X growth, propelling Mexico to become the third-largest market worldwide for AmEx through a consumer-centric demand generation strategy.
- Launched a multi-year global advertising campaign across 50 international markets, significantly enhancing AmEx brand attributes and awareness.
- Successfully rebranded two companies to enhance relevance with both new and existing audiences.
Executive Marketing Experience
- CMO, CrediClub
- CMO, Tend
- Country Head, Nubank
- CMO, Almundo
- Head of Marketing Strategy LatAm, Uber
- Country Head, BlackRock
- Director Global Brand Strategy, Advertising & Lifecycle Comms, American Express