SAO PAULO, March 10, 2026, 19:58 BRT
Nu Holdings Ltd on Tuesday tapped Kim Farrell, who previously held roles at TikTok and Google, as its new global marketing director. The appointment puts a seasoned brand executive in place as Nubank looks to expand outside Latin America. Farrell will report directly to Cristina Junqueira, co-founder and head of the company’s U.S. operations, according to the company.
Nu is pushing into a tougher stretch of its expansion, and the timing of the hire reflects that. Back in January, the company secured conditional approval from the U.S. Office of the Comptroller of the Currency to set up a national bank — a federal license that, with full sign-off, would open the door to taking deposits and issuing loans. Junqueira called the green light a “significant step” on the road to building a regulated U.S. arm. Nu International
In its update last month, the company called 2026 an “inflection year,” aiming to build on fast expansion in Brazil, Mexico, and Colombia and push toward a full digital banking model. For the fourth quarter, revenue jumped 45% to $4.86 billion. Net income was up 50%, reaching $894.8 million. Chief Financial Officer Guilherme Lago told Reuters this combination gave the group “positive leverage to revenue.” SEC
The figures didn’t resolve all the worries. Citi analysts called out the strong revenue but flagged cost of risk—the provision for likely credit losses—and a jump in operating expenses. JPMorgan, for its part, noted the earnings surprise had a boost from a tax rate that came in below forecasts.
Farrell comes to Nu after her time as TikTok’s global head of creators, following earlier positions in both Latin America and the U.S., plus earlier experience at Google and Booking.com. According to Nu, she’s set to manage global brand architecture, run campaigns and develop partnerships, all aimed at keeping the company’s messaging steady across different markets.
“My focus will be on building a world-class Global Brand team,” Farrell said. She added that she wants Nu to stay a “household name” as the company pushes into new markets abroad. Nu International
Nu founder and CEO David Velez says the company’s priority remains “fully focused on winning in Latin America,” even as it develops the groundwork for a global push. Mexico is key to that ambition. Back in February, Nu reported it was closing in on 14 million customers in the country, and projected its total investment there would hit $4.2 billion by 2030 with a full banking rollout on the horizon. SEC
The timing speaks volumes about the sector. Just last week, Britain’s Revolut moved to secure a U.S. bank charter, tapped a new chief executive for its American business and projected $500 million in spending on capital, staff and marketing over the next three to five years—an aggressive push that highlights the pace at which digital banks are piling in.
Nu is still waiting on green lights from both the Federal Deposit Insurance Corporation and the Federal Reserve to launch its U.S. bank. The company has flagged that upcoming strategic investments may temporarily inflate its efficiency ratio, which measures costs against revenue.
Nu is ramping up its marketing efforts, making the most of its current scale. According to the company, it closed out 2025 as Brazil’s top private financial institution by customer numbers and Mexico’s biggest issuer of new credit cards. That sets up a solid foundation for whatever comes next.
