Scaling Brands Across Global Companies: Sofia Holden, Marketing Campaign Director at Klar
Short intro about yourself + picture:
I’m a marketing leader with over 20 years of experience building and scaling brands across global companies like Nike, Mars, PepsiCo, and Bayer. Today, I lead Marketing at Klar, where I focus on building a brand that truly connects with people and challenges the status quo of financial services in Mexico.
Why have you decided to join Klar in the first place?
I joined Klar because of the opportunity to build something meaningful from the ground up. Coming from large global companies, I was excited by the challenge of shaping a brand in a fast-growing fintech company that is genuinely trying to improve people’s relationship with money. Klar had the ambition, the talent, and the purpose—and that combination was very hard to ignore.
What is the most exciting part of your role at Klar?
The most exciting part is the impact we can create at scale, very fast. In Klar, ideas move quickly from concept to execution, and you can immediately see how your work influences the business and our users. It’s a very dynamic environment where creativity, data, and strategy come together every day.
And what’s been the best part of working from Klar’s Mexico office?
The energy and ambition of the team. The Mexico office brings together incredibly talented people who are not only driven but also deeply collaborative. There’s a strong sense of ownership and pride in what we’re building, which makes it a very inspiring place to work.
What motivates your daily work at Klar?
What motivates me is the opportunity to build a brand that truly matters to people. Financial services have traditionally been complex and distant, and at Klar we have the chance to change that by making things simpler, more transparent, and more human. Being part of that transformation is incredibly motivating.
Can you tell us about your career journey at Klar?
I joined Klar a little over a year ago in a very fast-paced environment, with multiple projects and immediate needs that required quick thinking and execution. From day one, I had to learn fast, deliver results at speed, and at the same time build the foundations by defining the operating model, shaping the team, and setting the overall marketing strategy. It’s been an intense but incredibly rewarding journey, where I’ve been able to combine speed with long-term vision and help lay the groundwork for Klar’s continued growth.
What’s been your most exciting project at Klar, and why?
One of the most exciting parts of my journey at Klar has been building the brand strategy while simultaneously developing the team to bring it to life. It’s not just about campaigns, it's about defining how we show up in people’s lives, how we communicate trust, and how we differentiate in a very competitive space. At the same time, growing a strong, high-performing team has been key to making that vision real. Seeing how both the brand and the team have evolved to position Klar as a relevant player in the industry has been incredibly rewarding.
How would you describe Klar’s culture and work environment?
Klar has a culture that combines high performance with a strong sense of ownership. It’s a place where people are encouraged to take initiative, challenge ideas, and move fast. At the same time, there’s a genuine openness and collaboration that makes it possible to build great things together.
