Interview with Stefania Ferrario Marketing Manager at Yeldo

The sector in which Yeldo operates is a complex one: relational and authoritative on one side, technological and dynamic on the other. That’s why doing marketing for real estate investment means balancing creativity, rigor, and strategic vision in perfect harmony.

We discussed it with our Marketing Manager, Stefania Ferrario.

Let’s start with the basics: what is your role at Yeldo and what does your day-to-day look like? What are the main challenges and responsibilities you manage in marketing within a company like yours?

I’ve been at Yeldo for three years, and over time my role has evolved alongside the company’s growth. I started out focusing primarily on digital marketing, particularly on acquisition and performance campaigns. As our lead generation strategy evolved, my responsibilities expanded to include all marketing and communication activities, both online and offline.

Today, I oversee all strategic and organizational aspects of marketing, with a particular focus on building and strengthening Yeldo’s brand identity and brand awareness — how the brand is perceived, its positioning, and its credibility in the market. This means working on several fronts: editorial placements in top-tier media, public relations, digital and paid campaigns, social media, and investor communications.

Another key area involves offline activities: we organize proprietary events for our investors and prospective clients, as well as participate in major industry events to reinforce our positioning and expand our network.

In essence, it’s a broad MarComm function — responsible for enhancing the company’s external image and reputation, while also supporting the sales team by creating the right opportunities to engage with the right people, at the right time.

Doing marketing in a highly regulated sector like finance — and particularly real estate investment — is very different from working in other, more “free” industries.

What kind of challenges and responsibilities does it entail, and how do you manage to stay both creative and effective?

Marketing in the real estate investment space is certainly more complex from a “numerical” standpoint compared to B2C or even other B2B services, because results are not immediate. It’s a long-term effort based on relationship-building and trust, which requires time and consistency.

It’s also a matter of targeting: identifying the right contexts, channels, and tone of voice. At the same time, this is not a completely “free” communication environment. The investment world operates under strict rules and compliance requirements, demanding great attention in every message.

This is what makes it both challenging and stimulating: being effective and creative within a framework that demands precision and clarity. In this industry, improvisation simply isn’t an option.

Good marketing is often invisible, yet it’s fundamental to building trust, relationships, and long-term positioning

What do you find to be the most interesting and the most complex aspects of your work at Yeldo? Is there something that still excites or surprises you today?

One of the most complex yet fascinating aspects of my work is the need to build authority and reputation over time. It’s a craft within the craft: marketing here means communicating with expertise, credibility, and long-term coherence.

What I find most stimulating is the opportunity to coordinate multiple strategic areas and see how, through integrated teamwork, tangible results can be achieved.

The real challenge lies in maintaining consistency and effectiveness over time, within a context that combines startup speed with the rigor of a regulated industry.

In an innovative startup like Yeldo, marketing can’t exist in isolation. How do you collaborate with other departments, such as legal, tech, sales, and product? How important is cross-functional work to making your strategy truly effective?

The team I work most closely with is the fundraising team, because marketing and sales are two sides of the same coin. I also work daily with our CEO to ensure consistency in communication across all touchpoints.

In addition, I collaborate with Product and Tech teams to improve processes and make communication more effective and timely.

My role is inherently cross-functional, with the goal of creating visibility opportunities across the company and showcasing each team’s work.

Ultimately, every function becomes part of a shared ecosystem where technology and communication work hand in hand.

What advice would you give to someone starting their career today and aspiring to work in marketing? Which skills do you think are essential?

And finally — should we really be afraid of AI, or is it more of an ally to learn how to use well?

My first piece of advice is to keep learning and stay adaptable. The world of work is fluid and requires curiosity and a willingness to get involved.

For anyone starting out, it’s important to develop a broad skill set and not limit yourself to a single specialization. The key is to stay informed and truly understand what you’re communicating.

As for artificial intelligence, it shouldn’t be feared — but understood and used wisely. When used consciously, it can be an incredible ally, almost like a “virtual colleague”, helping to boost speed, productivity, and impact.

What matters most is maintaining control and awareness: the tools are here to serve us, not the other way around.

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