How to build a human-centric FinTech brand, with Ariana Sverdlik, Head of Global Brand at SumUp

The Fintech Marketers and Leaders Podcast

Feb 5 2024 • 37 mins

Ariana Sverdlik, Head of Global Brand at SumUp joined Shameer on an inspiring chat about creating and growing a human-centric FinTech brand.

From big brands with small budgets to small brands with big dreams, Ariana has built communities and campaigns for Disney, Loreal and many others.

At SumUp, she’s empowering teams globally to understand the brand and help bring it to life in the real world. She works with stakeholders, connecting the dots and how they communicate across all major global activities—product launches, campaigns, experiments—all the good stuff.

SumUp is a leading global financial technology company helping over 4 million small merchants start, run and grow their businesses. The company has recently received €285 million in funding.

In this episode, you’ll learn about:

  • The definition of taking a human-centric approach
  • Running global and local campaigns
  • Long-term brand building vs ROI
  • Balancing creativity with data-driven decisions
  • Creative and performance teams working together
  • The journey of building and growing a brand
  • Managing the challenges of emerging platforms
  • Ariana’s advice for creating a human-centric FinTech brand

💡Ariana says:

“Global brand building doesn't happen overnight, and it doesn't happen in one place.”

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About the show

The FML Podcast is brought to you by Growth Gorilla. To find out how our marketing experts can boost your fintech’s growth, head to “”. And make sure to search for “the fml podcast” in Apple Podcasts, Spotify, or anywhere else podcasts are found. Don’t forget to click follow to ensure you don’t miss any future episodes. On behalf of the team here at Growth Gorilla, thanks for listening.