In this episode of The Future of Marketing, host Andres Figueira speaks with Milda Bayer, VP of Marketing and GTM at Lepaya, a people development company serving enterprise clients like ING, Maersk, and L'Oréal. As the first marketing hire across multiple high-growth companies including Mollie Payments (now one of EMEA's largest payment providers), Milda shares her playbook for building marketing functions from scratch in B2B environments. Her approach centers on transforming marketing from a perceived cost center into a measurable revenue driver while navigating the complex stakeholder dynamics that come with selling to C-suite executives.

• Proving marketing value as the first marketing hire without historical data

• Building thought leadership content that resonates with busy C-suite executives

• Creating co-creation models that turn target customers into brand advocates

• Balancing analytical rigor with creative brand-building in B2B marketing

• Leveraging old-school marketing tactics in an AI-saturated landscape

• Scaling authentic networking and community-building strategies

• Identifying leadership potential using energy, potential, and depth frameworks