Kim Farrell to Join Nu as Global Marketing Director

São Paulo, March 10, 2026 – Nu, one of the world’s largest digital financial services platforms, announces the appointment of Kim Farrell as Global Marketing Director. With extensive experience in global marketing, technology and the creator economy, Kim will be responsible for leading the development of Nu’s global brand architecture and governance, brand campaigns and global partnerships; and ensuring brand excellence and consistency as the company accelerates its international expansion. Kim will report directly to Cristina Junqueira, co-founder,  and CEO of the emerging US business. 

Kim joins Nu from TikTok, where she most recently served as Global Head of Creators. In that role, she scaled one of the world’s most influential creator ecosystems, shaping the future of digital culture and platform-driven entertainment.  Prior to her global role, she held senior leadership positions at TikTok across Latin America and the US, following a successful career at Google and Booking.com, where she developed expertise in data-driven growth and building brands that meaningfully improve people’s lives through technology.

“I’ve spent my career at the intersection of innovation, culture, and storytelling, building platforms that empower people to create and connect in new ways. Joining Nu is an incredible opportunity to apply that same lens to the financial world. My focus will be on building a world-class Global Brand team that ensures Nu remains a household name as we expand internationally and continue to improve people’s lives through fair, transparent products,” Kim says.

Originally from Boston, Kim graduated with honors from Harvard University. Recognized as one of Forbes Brasil’s Top 10 CMOs, Bloomberg’s 500 Most Influential People in Latin America and Adweek Latin America’s Top 25 Marketing Leaders, Kim is a five-time Cannes Lion winner and served on the IAB Creator Economy Board.