Beatriz Barroso Del Nogal: Driving Meaningful Brand Growth through Communication and Strategy

The marketing landscape has undergone a profound transformation over the last decade, and women have been at the heart of this change. No longer confined to executive roles, women today are shaping brand purpose, driving data-led strategies, and leading organizations through complexity as chief marketing officers and senior leaders.

Their approach often blends creativity with empathy, long-term vision with measurable impact, qualities increasingly essential in a hyper-connected, trust-driven marketplace. Operating at the intersection of innovation, sustainability, and digital transformation, they are redefining how brands communicate value and build credibility.

Among these leaders is Beatriz Barroso Del Nogal, Head of Marketing & Communications at Fundeen, whose career reflects the modern, integrated path of marketing leadership.

With an academic foundation in Political Science, Beatriz approached her studies through a communications lens from the very beginning, driven by a deep curiosity about narratives, relevance, and human connection.

This early interest naturally led her to pursue a Master’s degree in Digital Marketing and Communications, formalizing a passion that had been evident since childhood. Her professional journey began at Ketchum (now Omnicom PR Group), where she spent three formative years working across FMCG and corporate communications for global brands such as Procter & Gamble, Decathlon, Bizum, and premium spirits portfolios.

This phase sharpened her understanding of reputation management, message consistency, and creativity aligned with business objectives. She later joined LLYC as a digital consultant, expanding into inbound marketing, automation, and data-driven strategies for clients across healthcare, energy, and financial services.

At Hotwire, a consultancy with a strong technology focus, Beatriz led integrated digital programs for companies including Google, Amazon, Telefónica, or Klarna, navigating fast-paced, innovation-led markets.

For the past three years at Fundeen, Beatriz has taken on her most defining role - leading marketing and communications with a 360-degree mindset that aligns brand, investor education, acquisition, and community, embodying the evolving role of women leaders in marketing today.

Global Women Leader magazine engaged in a one-on-one interaction with Beatriz Barroso Del Nogal, let’s hear from her.

Beatriz Barroso Del Nogal exemplifies modern marketing leadership, uniting data, empathy, sustainability, and purpose-driven growth

Introduce us to Fundeen. What are your primary responsibilities as Head of Marketing & Communications?

Fundeen is a platform that connects sustainable project developers with people who want to actively participate in the energy transition, starting with small investment amounts. Our mission is to democratize impact investing by making it accessible, transparent, and truly aligned with sustainability.

We operate on two levels: B2B, working with promoters seeking alternatives to traditional financing, and B2C, engaging individuals who can invest from as little as €500. What differentiates us is our innovative end-to-end investment model, proprietary technology, and exclusive focus on sustainable projects.

As Head of Marketing & Communications, I oversee the entire strategy, from brand and positioning to community growth, ensuring marketing is fully integrated into the business and focused on helping people invest with purpose.

What are some of the most pressing challenges you face as a marketer today, and how do you address them?

One of my biggest challenges is standing out with limited budgets in a market saturated with constant messages and distractions. This becomes even more complex in the financial sector, where trust is fragile due to misinformation and unrealistic promises.

I address this by focusing on long-term, sustainable strategies rather than short-term noise. Marketing automation and high-quality organic content are key tools that help guide people through their decision-making journey.

At Fundeen, we place people at the center, building trust through transparency, data, and community. My guiding principle is simple: communicate with rigor, not persuasion, so individuals can invest with confidence.

How do you see emerging technologies shaping engagement for purpose-driven platforms, and how can marketers future proof their brands?

Emerging technologies will significantly reshape how purpose-driven platforms engage with their communities, with artificial intelligence playing a central role in improving data use, personalization, and user experience.

When applied thoughtfully, AI helps brands better understand people and deliver relevant information at every stage of the journey. That said, marketing is a balance of many disciplines, and technology should never replace the human element behind them - purpose is lost when people are no longer at the center.

To future-proof a brand, I believe in continuous self-learning and staying informed, but with discernment. It’s not about adopting every trend, but about choosing what truly fits your brand’s identity and long-term strategy.

Looking back on your journey, which milestones are you most proud of, and what has guided your growth?

One of the milestones I am most proud of is positioning marketing and communications at Fundeen as a true business driver, fully embedded in the company’s model rather than operating as a support function.

The sustained growth of our community over the past year also reassures me that what we are building is meaningful and resonating. During challenging moments, I’ve learned that everything happens for a reason, even if it’s not immediately clear.

Taking a step back, analyzing calmly, and testing different hypotheses has become second nature - an approach I’ve strengthened thanks to the CEO at Fundeen, Nacho. My guiding philosophy is non-conformity: there is always room to go further, improve, and grow. “Don’t settle” defines my view of success.

Beatriz Barroso Del Nogal, Head - Marketing & Communications Fundeen

Beatriz Barroso Del Nogal is Head of Marketing & Communications at Fundeen, where she leads brand, community, and growth strategy. With a background in political science and digital marketing, she brings a holistic, purpose driven approach to building trust, positioning, and sustainable impact-led brands.

Educational Qualification

B.A. in Political Science & Public Administration (Complutense University of Madrid) and a Master’s in Digital Marketing and Digital Communications (EAE Business School).