Carolina Yumi, 12+ years
Building Marketing for
Fintech, Crypto and AI.

Led 0x's repositioning from an open-source protocol to an enterprise infrastructure company, supporting its push toward monetization. Contributed to the business's transition from $0 to $20M in annual recurring revenue, spearheading monetization in the DEX space as 0x moved to a real, revenue-generating company.

Owned product marketing, copy, launch plan, and trader communications for Matcha Auto — crypto's first fee-generating swap product. The feature also gave traders professional-grade execution tools previously reserved for centralized exchanges.

Positioned 0x as the strategic infrastructure partner for crypto's biggest players, leading launch marketing for the Gasless and Cross Chain APIs — letting Coinbase, Robinhood, Trust Wallet, Kraken, and others offer trading without users touching gas tokens or manual bridging.

Shipped case studies with three of crypto's most recognizable names. The Coinbase case study became 0x's most-visited page and single most impactful piece of sales collateral, cited by nearly every new enterprise customer as a reason they integrated.

Led positioning and launch for 0x v2, a major upgrade to 0x's core pricing engine. The existing customer base skewed toward long-tail, single-dev integrators who didn't drive meaningful revenue. The challenge was reaching larger crypto teams without alienating the developers. The answer was stretching the audience one step up the stack: "built for serious onchain businesses," framing the release as infrastructure maturing past meme-apps into a more mature phase for the crypto industry, with 0x leading this evolution.

Built the vertical GTM strategy for 0x's Wallets segment, one of the first structured attempts to market by buyer type rather than by product. Defined the audience (wallet teams at scale), identified pain points (speed, quote accuracy, reputational risk, not pricing itself), and built the content layer around that: solution page, messaging framework, and the Trust Wallet case study anchoring the proof section.

Repeatedly ran the brand with the highest impressions and lowest relative cost versus fair sponsors, across crypto's biggest events — Token2049, ETHDenver, EthCC, Solana Breakpoint, Devcon. At one conference, a single whale acquisition made the entire sponsorship net-ROI-positive within a week.

Secured every piece of 0x and Matcha press coverage across this period without an agency — spanning the Gasless API launch, Cross-Chain API GA, the Flood acquisition, and a Chopping Block podcast appearance with co-founder Will Warren on the CFTC settlement.

Hired as Nubank's #2 marketing employee, reporting directly to co-founder Cristina Junqueira — later named to Fortune's 40 Under 40. Over four years I grew alongside the company's hypergrowth, staying her right hand and often representing her at events and meetings.

Drove the launch of NuConta, Nubank's first product beyond the credit card and the moment the company began its shift from credit company to full bank. The launch event, NubankLive, drew 400K live viewers and 100K waitlist signups within 24 hours — a milestone still referenced internally today.

Nubank's growth was 80% organic word of mouth for years. As our ICP saturated, referrals slowed: people were running out of friends who weren't already customers. I joined a small cross-functional task force to hold that curve while broader audience expansion efforts ramped up.

Took over social when Instagram sat at 300–400K followers, growing it past 2M in 18 months while scaling LinkedIn from the low thousands to hundreds of thousands. Led a team of 30 and won Best Social Media in LatAm from Social Bakers. My team was comprised of creatives and customer experience.

Nubank's Social Media is different from other banks. The challenge was making it flow naturally onto a feed. At the time ASMR was trending. What does ASMR look like when your product is credit wrapped in a piece of plastic?

I conceived and led the project: a small crew flown to Gemalto card factory, capturing process shots that told the story without exposing trade secrets. Low cost, high creative risk, content to be reused to years in all formats and channels. It became one of Nubank's most iconic content pieces, used across social, press, and TV for years afterward.

What began as an employer branding initiative I ran solo became Nubank's rallying cry in December 2016, when Brazil's Central Bank floated slashing merchant payment terms in a change that could've killed every challenger bank. I mobilized employees and turned customers into political advocates; the Central Bank backed down within days.

Built Nubank's content function from scratch, expanding beyond blog and inbound into video and product education. Grew organic content to 700K monthly views and a newsletter to 350–400K subscribers within a year, building brand awareness and financial education at scale.

When Nubank unveiled its redesigned card, our creative director's idea was to make people look at it the way they'd look at a new iPhone, not banking hardware. I led the campaign on social, driving the largest simultaneous unboxing event on record.

Relaunched the site alongside the Head of Marketing, shifting it from a technical, developer-facing open banking resource into one that made business ROI and use cases tangible — critical in a nascent category where most buyers didn't yet understand the technology.

Ran value-added product marketing consulting across TrueLayer's fintech, gaming, and ecommerce customers, translating open banking capability into commercial use cases — laying groundwork for pay-by-bank to become a major UK checkout payment method.