Nu Appoints Kim Farrell as Global Marketing Director

São Paulo, March 10, 2026 – Nu, a leading digital financial services platform, has announced the appointment of Kim Farrell as its Global Marketing Director. Farrell brings over 15 years of leadership experience from TikTok and Google to the role, where she will spearhead the development of Nu’s global brand strategy and execution as the company expands internationally. [Nu Newsroom]

Extensive Experience in Global Marketing and Technology

Farrell will be responsible for leading Nu’s global brand architecture and governance, brand campaigns and global partnerships, ensuring brand consistency as the company grows its international presence. She will report directly to Cristina Junqueira, co-founder and CEO of Nu’s US business. [MarketScreener]

From TikTok to Nu: A Creator Economy Background

Prior to joining Nu, Farrell served as Global Head of Creators at TikTok, where she scaled the platform’s creator ecosystem and shaped digital culture. [Nu Newsroom] Before her global role at TikTok, she held leadership positions in Latin America and the US. Her career also includes experience at Google and Booking.com, where she focused on data-driven growth and brand building. [MarketScreener]

Farrell’s Vision for Nu’s Global Brand

“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,” Farrell stated. “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.” [Nu Newsroom]

Industry Recognition

Originally from Boston, Farrell graduated with honors from Harvard University. She has received recognition for her marketing leadership, including being named one of the top 10 CMOs by Forbes Brazil, one of the 500 most influential people in Latin America by Bloomberg, and one of the top 25 marketing leaders by Adweek Latin America. She is also a five-time Cannes Lion winner and served on the IAB Creator Economy Board. [Nu Newsroom]

Social Media Announcement

Farrell announced her new role on Instagram, expressing excitement about her “Nu adventure” as Global Marketing Director. [Instagram]