Marketing's Role in Business Leadership with Juliana Pereira

As marketers, it’s easy to get pulled into the day-to-day tactical operations of marketing and lose focus of the big picture. Juliana Pereira joins us as we take a step back and highlight the ways in which marketing impacts various milestones in a startup’s lifespan. From early-stage hiring to fundraising and eventual exit strategies, marketing has an important role to play. This week, episode 80 of the FiredUp! podcast is about marketing’s role in business leadership!

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In this episode of the FiredUp! podcast, Juliana Pereira shares insights into marketing’s impact throughout the lifecycle of a business and actionable steps you can take right now to maximize your marketing team to drive business growth.

Juliana Pereira is a demand generation and growth expert providing consulting services for startups and established businesses with global aspirations looking to scale in the U.S. and beyond. With 20+ years of experience in B2B, B2C and B2B2C marketing, Juliana has worked at various global organizations, from early-stage startups to public companies, across a variety of industries including cross-border ecommerce, global payments, translation tech and services, cybersecurity, nonprofit, and more. As the VP of Marketing at Flow Commerce, Juliana was a key contributor to the $37.5M Series B and a successful $500M acquisition by Global-e during her 3½ year tenure. Juliana also held senior leadership roles at SaaS companies including Trustmi, Revieve, and Smartling. Before making the switch to working in tech, Juliana held management roles at Ralph Lauren, The Met Store, and Ziff Davis. In addition to her passion for all things digital and marketing, Juliana is a professional-level violinist and performs throughout the New York area. Juliana is passionate about supporting projects and organizations that strengthen the local community. She is a Board member of The School for Strings and the New York Women’s Foundation, and enjoys volunteering at the Broadway Community soup kitchen. Juliana holds a B.A. from Brown University, and an M.A. from the New School University.

Juliana and Morgan discuss:

Wait for a senior marketing hire until you’re ready for them; consider bringing on a fractional CMO or consultant to develop an initial strategy.
Marketing’s strategic role in fundraising, product launch, hiring staff, building partnerships, and considering an exit.
Prioritize demand generation in the early stages and invest in brand-building as your company matures.

Marketing isn’t just about creating content—it’s a strategic function that can make or break your startup’s success. Start by understanding your company’s unique needs and how marketing can drive your business forward. Evaluate your current marketing approach and consider how a strategic marketing leader could transform your growth trajectory.

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