Pandey joins CAF with commitment to raising the brand’s value and boosting demand in key markets

CAF, a digital ID validation market leader, announced the appointment of Vanita Pandey as its Chief Marketing Officer (CMO), reporting to the CEO, Darryl Green. Pandey brings a proven track record of defining and leading global marketing strategies for technology companies in the fraud, identity and security space.

Prior to joining CAF, as CMO at Arkose Labs, Pandey helped raise its profile and played an integral part in it being recognized as an Inc. 5000 company.

“Vanita’s proven global experience in scaling marketing programs for start-ups, along with her experience in driving go-to-market strategies for established players makes her the perfect person for advancing our presence in Brazil and across the globe,” said Green. “As we embark on our new phase of global expansion, her market knowledge, energy, ability to lead global strategies and anticipate market trends is providential at this moment in our company’s expansion. Her arrival will yield immeasurable rewards for CAF.”

“CAF is at a pivotal moment in its trajectory”

Pandey will lead CAF’s global marketing organization, help drive demand in key markets and raise the brand’s market positioning.

A fraud and identity expert, Pandey has more than 20 years of experience in the industry. In addition to her work at Arkose Labs establishing them as a leading account security provider, she has also held leadership roles at Similty (acquired by PayPal), ThreatMetrix (acquired by LexisNexis), Visa and Capital One.

“CAF is at a pivotal moment in its trajectory”, said Vanita Pandey. “From my first meeting with Darryl, I was immediately impressed by their tech, their commitment to customers and its global drive.”

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She added: “CAF is creating a market category in and of itself and my goal is to showcase their commitment to digital identity, establish partnerships and foster connections that will expand CAF abroad and make an impact on the digital economy. I’m thrilled to be part of the team and look forward to sharing their success.”

Pandey is a graduate of Delhi University (India) and Institute of Management Technology, in Ghaziabad (India), and has earned an MBA from the University of California, Irvine (USA).

CAF is growing at a remarkable pace. In July, the company announced BRL 80 million fundraise from a group of experienced investors, including André Edelbrock and Trevor Clarke, who co-founded Ethoca — a worldwide leader in fraud prevention.

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To fuel the rapid growth, CAF has been hiring executives with proven global experience. Former Visa and GBG Group, Emma Lindley was brought in to drive international expansion, as Jason Howard (former Ethoca) took over as Chief Revenue Officer. More recently, Alexandre Brito, former CEO and advisor for Fintech Magalu, joined CAF Board of Directors to scale the business in Brazil and abroad.

Currently, the startup has offices in São Paulo, Rio de Janeiro, London, Toronto and Austin, as well as the headquarters in Venâncio Aires. In 2022, the company hired over 100 professionals in Brazil and worldwide and had a 54% increase in its workforce.