Nathi Figueiredo

I was born and raised behind the scenes of radio and television in Brazil — and that shaped me. From an early age, I learned to observe, listen, and tell good stories. At 19, I moved to Madrid to study Communication, where I broadened my view of the world and the impact of communication across cultures.

​

Back in Brazil, I continued working in TV as a producer and reporter, specializing in political journalism. I soon realized my place was where strategy meets creativity. I dove into Digital Political Marketing and, later, into Content Marketing — at a time when almost no one was talking about it.

​

I became an entrepreneur early. I founded my own agency, working with medium and large clients in B2B, B2C, and B2B2C projects. In 2017, I created one of Brazil’s first podcast projects, which quickly grew into a robust operation with over 150 people involved, reaching millions across social media and streaming platforms. That’s when I truly understood the power of storytelling paired with strategic distribution.

​

Around the same time, I joined the founding team of the Yuudy app, aimed at simplifying last-mile deliveries and peer-to-peer negotiations. The app’s structure and code were eventually sold and absorbed by another company — another lesson in timing, product, and market fit.

​

But it was in December 2018, while delivering a project on New Year’s Eve, that I had my true turning point. While everyone else was celebrating, I stared at my computer screen wondering what was still holding me there. I felt a lack of purpose and direction. It was time to turn the page. I needed to go back to being the one who doesn’t know — the one who walks into the room to learn all over again.

 

In 2019, I joined the team at PiniOn, the first crowdsourcing platform in Latin America. I was the first marketing hire and helped build everything from scratch: strategy, team, campaigns, positioning. The brand evolved, gained traction, and secured its Series A funding in 2022 with over 3 million users.

 

That same year, I launched my personal consultancy: Nathizando — a space where I channel my strategic vision, voice, and experience into projects I truly believe in. I’ve worked with startups in validation stages, companies in pivot mode, leaders seeking positioning, and founders ready to move from idea to execution.

 

In 2023, I was invited to join the marketing team at Toku, a fintech born in Chile that is transforming how companies manage monthly billing and financial relationships with clients — creating a new category: PRM (Payment Relationship Management). I moved to Mexico to lead regional operations and now oversee the marketing teams in all three countries: Mexico, Brazil, and Chile.

 

At Toku, I lead projects from brand building to demand generation, with integrated strategies across communication, product, ABM, growth, and sales. In 2025, I led the launch of our R$283 million Series A round with simultaneous campaigns in Brazil, Mexico, Chile, and the United States — including a video in Times Square and coverage in leading media outlets across Latin America.

 

Today, I remain passionate about the startup universe: its creative chaos, fast pace, hard decisions, and daily learning. It’s in this environment that I feel most alive, contributing with strategy, active listening, and forward-thinking.

 

Whether through Toku or Nathizando, my mission remains the same: to give shape, voice, and strength to projects that want to grow with purpose.