In this episode of Spikes Excitement Talks, Gordon sits down with Anja Urlichs, former Senior Director of SMB Marketing for International Markets at PayPal, to explore her two-decade journey through fintech, strategy, and brand transformation. From a grounding in classical banking and strategy consulting to finding her spark at a mobile payments startup, Anja’s story is one of intentional pivots, global perspective, and bold creativity.
They talk about her leap from banking to fintech and the electric energy of startup life 20 years at PayPal—from a team of 30 in a startup-style office to shaping global brand trust campaigns that broke through with humor, local flavor, and real heart.
They explore how marketers can cut through the noise—not by blindly jumping on the next big thing, but by aligning trends with the unique needs of their brand and, most importantly, their customers.
Together, they unpack marketing’s evolving role in driving growth, building cross-functional understanding, and earning a strategic seat at the table—particularly with CFOs and other decision-makers.
The conversation ends on a powerful note about collaboration: how working in silos is the default, and breaking through requires both intentional effort and simple, human connection. Because while collaboration takes work, it's often as easy as walking across the hall and starting a conversation.
Tune in for a conversation about brand-building to cross-functional collaboration, the power of alignment, curiosity, and stepping out of silos.
