The Worldwide Women’s Association Recognizes Paula Righetti


Paula Righetti is Brand Marketing Lead, Europe for SumUp as well as Founder and Strategy Lead of Cultr, Her role at SumUp is full time, and she founded Cultr to streamline consultative work.

Paula started her career in 2008 as a movie producer, and is from Brazil originally. Her career spanned around working on sets and producing TVCs for advertising campaigns. She eventually  realized it was just not the right fit.

Paula had a new goal of wanting to unlock insights and support brand ideas instead of only executing them. She also wanted to provide cultural context to all types of brand communications, as well as help brands to become more relevant for people and communities.

In 2009 she became a Cultural Brand Strategist. Since this major change, she has been dedicating her time to learn about people and their relationships with culture, communities, politics, art, music, technology, and of course, brands. Throughout this journey, she has been able to help small, medium, and large companies from Latin America, the US, Canada, and Europe to build their brands, develop and launch new products, clearly communicate their purposes while simultaneously increasing sales and awareness.

Paula realizes that after all this she is still on, and will continue to be on her journey helping brands to have a better connection with culture. She has recently been spending her time helping tech companies,  establishing brands to achieve cultural relevance in a local and global level. She is the founder and Strategy Lead of Cultr Studio, and is also the lead for the European Brand Marketing team at SumUp.

SumUp is a global financial technology company and the leading mobile point-of-sale (mPOS) company in Europe. Thanks to SumUp, small merchants around the world are able to accept card payments anywhere their business takes them. SumUp technology makes accepting payments simple so merchants can focus on what they do best, whether they’re brewing coffee or fixing cars. While traditional POS offerings are costly and bureaucratically complex for small businesses to attain, SumUp products are designed to be intuitive and easy-to-use, from paperless onboarding to seamless transactions.

Since its launch, SumUp has earned an impressive global reach and expanded into 31 countries, including Germany, the U.S., and Brazil. SumUp continues to grow and is backed by TPG, Bain Capital Credit, Groupon, Holtzbrinck Ventures, and other renowned venture capital investors.

With years of experience in marketing, branding, and business, she is looking forward to networking and connecting with other like-minded professionals, and to gaining the recognition and credibility of being a member.

Worldwide Women’s Association Member, Paula Righetti, can be found on the Association Directory, where she is looking forward to networking with you.

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