036 Julieta Varsano
B2B Marketing Lead, Upvest
Julieta Varsano is B2B Marketing Lead at Upvest, the investment API. She was Upvest’s first marketing hire back in 2023, and has built the marketing function from scratch. She has been featured on the Women in Fintech Powerlist, is the co-founder of the B2B Marketing Meetup Berlin, and is an advisor at The Fintech Marketing Hub CIC.
“Because good marketing feels simple, but getting there is anything but.”
The interview
What’s your coffee ritual?
Latte at 7 am, then I try (and sometimes fail) to switch to herbal tea.
What was your first marketing job?
Running B2B Marketing for an app development company. It taught me how to build momentum with few resources and a lot of creativity.
What finance apps do you have on your home screen?
N26 for daily spending, Trade Republic for investing, Revolut for travel, and PayPal when I need to quickly pay back the friend who grabbed the bill.
Which newsletter, podcast, or book do you recommend most?
Book: The Obstacle Is the Way by Ryan Holiday. Practical advice for navigating pressure and uncertainty.
Newsletter: MKT1 by Emily Kramer. My go-to for thoughtful, actionable marketing insights. Huge fan!
What’s an underrated growth channel in fintech?
Thought leadership with a real and differentiated point of view. Too many treat it as content marketing, but when done right, it builds trust and moves deals forward.
What keeps you up at night?
Making sure my time, my team, and our resources go to what truly drives value and not just what feels loud and urgent.
What are the most useful measurement tools you use in your work?
A mix of CRM data (Salesforce), Looker dashboards, and a good old Google Sheet to test assumptions and spot outliers.
What’s one fintech brand (other than your own) that’s getting marketing right?
Monzo. They absolutely smashed it with their recently launched Book of Money, written and produced by an all-female team. Clear, human, and genuinely fun.
Why is marketing so hard?
Because good marketing feels simple, but getting there is anything but.
Whose answers to the above questions would you most like to read?
Chantal Swainston. She has shaped the voice of brands like Wise and champions diverse talent in fintech.