Cristina Paslar

Questioner
DISC Type : c

CMO, Regional Markets at IBM

New York City Metropolitan Area, United States

Overview

Cristina is a results-driven marketing executive at IBM with over 20 years of experience building brands at Fortune 100 companies like Mastercard. An MBA graduate from the University of São Paulo, colleagues describe her as a strategic, high-energy, and inspiring leader who excels at orchestrating global campaigns that drive revenue growth.

She has a passion for technology, transformation, and purpose-driven initiatives. This includes leading efforts to bring one billion people into the digital economy and promoting sustainability projects like the Priceless Planet Coalition. She is a recognized thought leader and frequently speaks on marketing innovation.

Unique fact: Cristina was a driving force behind Mastercards "Programa Surpreenda, " an award-winning loyalty program in Brazil.

Personality Overview

Not Easily Convinced

Systematic

Value Seeker

They are more likely than others to negotiate on pricing and terms.  While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters. They prefer to do thorough analysis of any situation.

Topics They Care About

Marketing Transformation
Her career focus is on modernizing brand marketing and she speaks on how AI and technology are reshaping the industry to drive business growth and profitability.
Quantum Computing
She publicly shares her pride in IBM's quantum roadmap and its mission to be a catalyst that makes the world work better through breakthrough technologies.
AI & STEM Skills
Passionate about fostering the next generation of talent, she highlights collaborations between IBM and organizations like Mission 44 to advance AI and STEM skills.

Media Appearances

Cristina has no verified media appearances

Work History

7-2024
CMO, Regional Markets at IBM
3-2024
Advisory Board Member at Verestro
4-2022 - 12-2023
EVP, Global Products & Marketing at Mastercard
5-2019 - 4-2022
SVP, Global Strategic Growth at Mastercard
9-2014 - 5-2019
VP, Global Consumer Marketing at Mastercard

Education

Executive Education from Yale School of Management
MBA from USP - Universidade de São Paulo

More Information

Social Presence :

Prographics :

Exp : 15 Location : New York City Metropolitan Area, United States Job Level : Leadership Designation : CMO, Regional Markets at IBM
URL has been copied!

Insights For Selling To Cristina

During A Call Or A Meeting

DO's

  • Tell them that you will come back if you don’t have a good answer for a question
  • Emphasize on objective proof of ROI, help them do a thorough evaluation
  • If you have a lower priced product compared to the competition, call out the same

DONT's

  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Avoid rushing them, be polite and patient
  • Don’t depend too much on anecdotal evidence, it reduces their confidence

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Cristina is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Cristina

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Cristina move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Cristina take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Cristina

Personality Compatibility


Other IBM Employees

Explore more public profiles from related professionals at the same organization.

More Profiles

Discover additional public profiles from our index.

Search more profiles

Looking for someone else? Search here for anyone.

Or visit Humantic AI to know more.