Welcome to the Marketer Spotlight, a curated interview series where we engage with the brightest minds in marketing and advertising to unpack bold ideas, spotlight emerging trends, and explore the evolving role of marketers in shaping the industries of tomorrow. These conversations aim to go beyond surface-level insights, diving deep into what it truly takes to lead with clarity, creativity, and purpose in a digital-first world.
In our second edition, we’re excited to feature Leandro Vazquez, Chief Marketing Officer at Fiwind, Argentina’s leading all-in-one crypto app that lets users invest, save, and pay with ease. From crypto to dollars, international payments to transfers, the brand is simplifying the future of fintech through intuitive user experiences.
Leandro brings a rare blend of strategic insight and hands-on leadership to the fintech space. In this conversation, he opens up about navigating the ever-evolving marketing landscape, what happens when campaigns don’t meet expectations, and how to balance data fluency with creative intuition. He also shares his forward-thinking perspective on building inclusive, impactful marketing strategies in one of the most complex categories.
This is a must-read for anyone interested in the intersection of fintech, brand leadership, and next-gen marketing.
Answer: A legacy in marketing isn’t just built through breakthrough campaigns, it’s built through the consistency of trust, value creation, and brand clarity across market cycles. At Fiwind, our legacy isn’t just about performance metrics; it’s about enabling financial progress for everyday users. Legacy is what remains when the trend shifts, the market contracts, or the campaign ends; it’s the trust you’ve earned and the story you’ve owned.
Answer: The tension between brand and performance is real, but it’s also solvable with the right frameworks. You need to speak to two different types of audiences: those who don’t know you and aren’t planning to enter the category anytime soon — but you want them to remember you when they do — and those who are actively looking for options to meet a need they’ve already identified. The message isn’t the same for everyone. We need to balance the long term and the short term, and learn how to ease the anxieties of executives who want all the focus on immediate results. Building a brand is a long-term effort. We champion a dual-focus model, we use predictive analytics to understand LTV from brand touchpoints, and we implement integrated campaigns where storytelling drives upper-funnel engagement and guides users seamlessly toward conversion. Brand equity feeds performance when nurtured strategically, and we often remind the team that a strong brand lowers CAC and increases retention.
Answer: The modern CMO is no longer confined to communications; we sit at the intersection of product innovation, customer intelligence, and revenue. One should see themselves as a connector between what the market wants and what the product delivers. In today’s fintech landscape, we must own data fluency, align deeply with product roadmaps, and move from campaign managers to experienced architects. Growth is no longer a department, it’s a shared outcome.
Answer: A true moat comes from clarity and consistency, combined with cultural resonance. Product features can be copied. Brands that deeply understand their customer, own a distinct narrative, and deliver it consistently across channels become irreplaceable. We’ve carved our space by leaning into underserved audience pain points, amplifying user voices, and standing for something beyond product utility. We market financial clarity, not just financial access.
Answer: Community is one of the most underutilized growth levers in modern marketing. It lowers acquisition costs, boosts retention, and builds organic credibility. We’ve shifted from transactional communication to participatory ecosystems, early adopter groups, user advisory panels, and co-branded creator partnerships. The future of marketing isn’t talking to users, it’s building with them.
Welcome to the Marketer Spotlight, a curated interview series where we engage with the brightest minds in marketing and advertising to unpack bold ideas, spotlight emerging trends, and explore the evolving role of marketers in shaping the industries of tomorrow. These conversations aim to go beyond surface-level insights, diving deep into what it truly takes to lead with clarity, creativity, and purpose in a digital-first world.
In our second edition, we’re excited to feature Leandro Vazquez, Chief Marketing Officer at Fiwind, Argentina’s leading all-in-one crypto app that lets users invest, save, and pay with ease. From crypto to dollars, international payments to transfers, the brand is simplifying the future of fintech through intuitive user experiences.
Leandro brings a rare blend of strategic insight and hands-on leadership to the fintech space. In this conversation, he opens up about navigating the ever-evolving marketing landscape, what happens when campaigns don’t meet expectations, and how to balance data fluency with creative intuition. He also shares his forward-thinking perspective on building inclusive, impactful marketing strategies in one of the most complex categories.
This is a must-read for anyone interested in the intersection of fintech, brand leadership, and next-gen marketing.
Answer: A legacy in marketing isn’t just built through breakthrough campaigns, it’s built through the consistency of trust, value creation, and brand clarity across market cycles. At Fiwind, our legacy isn’t just about performance metrics; it’s about enabling financial progress for everyday users. Legacy is what remains when the trend shifts, the market contracts, or the campaign ends; it’s the trust you’ve earned and the story you’ve owned.
Answer: The tension between brand and performance is real, but it’s also solvable with the right frameworks. You need to speak to two different types of audiences: those who don’t know you and aren’t planning to enter the category anytime soon — but you want them to remember you when they do — and those who are actively looking for options to meet a need they’ve already identified. The message isn’t the same for everyone. We need to balance the long term and the short term, and learn how to ease the anxieties of executives who want all the focus on immediate results. Building a brand is a long-term effort. We champion a dual-focus model, we use predictive analytics to understand LTV from brand touchpoints, and we implement integrated campaigns where storytelling drives upper-funnel engagement and guides users seamlessly toward conversion. Brand equity feeds performance when nurtured strategically, and we often remind the team that a strong brand lowers CAC and increases retention.
Answer: The modern CMO is no longer confined to communications; we sit at the intersection of product innovation, customer intelligence, and revenue. One should see themselves as a connector between what the market wants and what the product delivers. In today’s fintech landscape, we must own data fluency, align deeply with product roadmaps, and move from campaign managers to experienced architects. Growth is no longer a department, it’s a shared outcome.
Answer: A true moat comes from clarity and consistency, combined with cultural resonance. Product features can be copied. Brands that deeply understand their customer, own a distinct narrative, and deliver it consistently across channels become irreplaceable. We’ve carved our space by leaning into underserved audience pain points, amplifying user voices, and standing for something beyond product utility. We market financial clarity, not just financial access.
Answer: Community is one of the most underutilized growth levers in modern marketing. It lowers acquisition costs, boosts retention, and builds organic credibility. We’ve shifted from transactional communication to participatory ecosystems, early adopter groups, user advisory panels, and co-branded creator partnerships. The future of marketing isn’t talking to users, it’s building with them.
