As a Chief Marketing & Growth Officer, Claudia Nieves has made a name for herself by driving revenue & growth campaigns, brand building, product strategy, and user insights across a variety of industries. She has been at the forefront of the fintech and blockchain revolution for the past several years.
Recently, Claudia has joined Rodrigo Venegas in co-founding Fidunova, a tokenization platform as a service (PaaS) offering tokenization of RWA -real world assets – such as: real estate and other financial assets. Fidunova tokenizes non-financial assets such as: Loyalty Programs, tickets among others and a web 3 digital wallet to store personal digital assets like: RWA, tokenized fiat, crypto and NFTs to mention some.
Fidunova offers B2B clients last mile infrastructure services such as: Tokenization engine, tokenomics, legal structuring for tokenization of RWA, web3 wallet enterprise grade for Banks, telcos, real-estate developers, trust, funds and financial institutions all deployed on the blockchain. Already serving trusts, real estate developers and financial institutions
Journey in Marketing and Blockchain
Claudia has had a successful 15-year career as a marketer for both B2C and B2B. She has a track record of delivering growth, increasing engagement, and launching commercial successes at multi-billion-dollar companies. For the past five years, she has worked in high-growth Fintech and Blockchain startups in Asia, Latin America and United States defining the overall roadmap of marcoms, product and commercial offerings, and digital revenue and acquisition campaigns.
She believes that in the coming years, there will be more convergence and tokenization in the space. As more and more people adopt these technologies, there will be an accelerated migration of digital assets onto the Blockchain. People will invest and have access to all sort of tokenized assets.
AI is joining the pool of converging technologies. We are seeing increased productivity of specialized workers such as: developers, graphic designers and video producers. Fidunova also offers AI solutions for the RWA tokenization and exchanges
Unique Approach to Marketing and Life
Claudia’s background in engineering and statistics, combined with her focus on user behavior, gives her a unique perspective in marketing. She recognizes the importance of understanding different communities and their ethos within a market- crypto communities, digital natives or high value users.
This understanding has served her to define and execute the overall product and marcoms roadmap for fintech and Web3 offerings, working closely with tech teams to launch innovative products such as: a super apps, digital wallets, tokenization services and other fintech and blockchain products.
Navigating the Challenges of Fintech and Blockchain
Claudia’s experience spans across both B2C and B2B domains in the fintech and blockchain industries. Now with Fidunova, she is working on offering a series of services such as: investments on tokenized RWA, real state developments tokenization, NFTs and other De-Fi products.
However, developing and promoting fintech and blockchain products come with numerous challenges including: awareness and education, legal and regulatory compliance, anti-money laundering (AML) and know-your-customer (KYC) requirements, cybersecurity, scalability to handle a large volume of users and transactions and interoperability.
Embracing Innovation and Risk-Taking
According to Claudia, the traditional management approach used by big corporations falls short in turning uncertainty into business opportunities. This is because companies and their leaders are programmed to avoid risk, and static cultures and processes stifle innovation.
Claudia believes that the leadership team must clearly communicate the big goal, instill a passion for insights and problems faced by users and foster a culture of experimentation- fail, and learn quickly through concept testing, prototyping, A/B testing, and minimum viable products (MVPs).
Furthermore, it’s essential to have team members who are good at generating insights, such as T-shaped marketers. I-shaped professionals with specific expertise should be added to the team later. Communication should be assertive, accountability emphasized. Hands-on meetings regular, and an element of fun incorporated to ensure that team members enjoy and feel free to express their creativity.
Vision for marketing leadership
Claudia emphasizes that as a marketing leader, the primary responsibility is growth and
increase the company’s value. This involves delivering the product roadmap, building a strong and inspired team with a clear vision and well-defined roles; a brand story that builds trust and engages communities, and a flexible marketing executional framework. The brand has to be managed as a publisher by having a clear marcoms plan that includes engagement, conversion, key calendar moments, influencers, PR and thought leadership.
Believing in Making Impact
Claudia´s personal project is OMtheWay Marketing. She offers a series of 3 programs covering: Marketing leadership, Brand and Marketing Strategy and blockchain advanced knowledge to help women boost their Marketing careers and access the Web 3.0 space.
The world needs more women in tech and Claudia helps them to get there with these programs. For her, career growth is not about a good job and financial security. Rather, it is about creating a fulfilling life where one can be present for others, add value consistently, and enjoy every step of the journey.
Outside of work, Claudia prioritizes spending time with her loved ones and an active lifestyle. Health and fitness cannot be bought, it must be earned and maintained by cultivating mental endurance, discipline, and consistency- she adds.
She likes to take a forward-thinking approach to her life. By regularly reviewing her vision and making necessary adjustments, she has been able to consistently achieve her goals and stay on the right path to living a fulfilled life.
