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Nani Gordon

Our Positive Woman is Nani Gordon, CPO and co-founder of Cashin, the first and only 100% digital incentive rewards platform. Nani tells us about her professional career, her work in the fashion industry between 2004 and 2017 and the birth of her company, a kind of daughter that started operating in the same month she became a mother for the first time. “I joke with my husband that our first child was born speaking Cashin’s pitch,” he said. “But I confess that the experience of the birth of my second child, with the company at the size it is today, has been even more challenging, because today the business demands even more from me. On the day of the birth, I was having a meeting and people were telling me: ‘Go to the hospital’. In just over three years, the company grew above expectations, the pandemic taught us to be more resilient and adaptable. I'm proud to say that we've never lost a single customer, everyone remains loyal to our service and praises Cashin's hassle-free and agile experience.”




1. How did your career start?

It has been a key aspect of my professional career to understand where the market is heading, what its pain points are and put into practice ways to solve them. I worked in the fashion industry from 2004 to 2017. At M5, as product director, I led a team of more than a hundred people and we achieved important business results for the brand. After that period, I went to Chicago, attended some free classes at Kellogg, Northwestern University's business school, and DePaul University. I worked with new businesses at Bucketfeet. In Qatar, I launched OOLA, a sportswear brand for Muslim women, who are covered in a 50°C summer. We were pioneers in this niche.

Back in Brazil, I met Luciana Ramos, a long-time friend from retail who was already studying the corporate incentives market and its peculiarities. We connect with our complementary profiles to develop the business. We realized that there were numerous bottlenecks to be resolved in the sector. To the rigid and old processes, we add flexibility, market intelligence, user experience and a heart. And we began to explore new possibilities. How do I get to the point of sale of a retailer that I don't own? Engage teams to sell more than the competitor in a simple way? Have control and audit of awards? Transfer payments according to compliance rules? Make prizes more flexible? Reach outsourced collaborators without sensitive data?

In this intense market research for the development of the platform, we noticed problems related to stock and distribution, which was carried out without tracking or required the collection of sensitive data from beneficiaries. There was a lot of money circulating informally. When we looked at the general incentives market, we saw a path that served distributors, retailers and any other commercial establishments; in the end, we began to serve companies in all segments. Cashin started operating the same month I became a mother for the first time. It was crazy that required a lot of strength and focus. In just over three years, the company grew above expectations, the pandemic taught us to be more resilient and adaptable. I'm proud to say that we've never lost a single customer, everyone remains loyal to our service and praises Cashin's hassle-free and agile experience.


2. How is Cashin's business model formatted?

With the purpose of modernizing the digital rewards market, generally distributed through physical gift cards, Cashin offers a platform that serves both corporations and employees. On the companies' platform, it is possible to purchase credits and distribute them in batches, which helps with compliance rules. Companies also receive the history of operations with statements, receipts, tracking of the use of prizes and metrics on user behavior, as well as an exportable data spreadsheet. Clients include companies such as Ambev, Burger King, Coca Cola, Nestlé, Fini and Grupo Arezzo. Employees can register without bureaucracy, using just their name and telephone number to redeem prizes in the form of coupons, bank withdrawals and financial services, such as transfers, bill payments or cell phone top-ups, which guarantees greater flexibility. Cashin also offers physical or virtual card options and launched a payment functionality via QR Code Credit on machines. Thus, the startup delivers benefit prizes immediately, while eliminating problems such as the need for physical prize stocks, high staff and shipping costs, complex logistics, as well as long audits to define the prizes and shortages. recording operations.


3. What was the most difficult moment in your career?

I believe it was the key turning point that generated the genesis of Cashin, when I decided to pivot to another segment of activity. I was already, in a way, successful, with an established career in retail, but with that feeling of not having accomplished the great project of my life. And that, if I wanted to pursue this dream, I would need to bet big.


4. How do you manage to balance your personal life x corporate/entrepreneurial life?

I joke with my husband that our first son was born speaking Cashin's pitch [speech], because he was born in the month that Cashin started operating on the market, so it's really been crazy since then. But I confess that the experience of the birth of my second child, with the company at the size it is today, has been even more challenging, because today's business demands even more from me. On the day of the birth, I was having a meeting and people were telling me: “Go to the hospital”. But I like to divide tasks, distribute powers, the office is close to my house, my children are always here and it is part of Cashin's culture to want people to have a life, to have hobbies, to enjoy their families. Anyway, it was also fortunate to have a partner like Luciana, who also has older daughters, and to have the privilege of being in a position where I can, in a certain way, make my own schedule.


5. What is your biggest dream?

My biggest dream is to be able to balance my life as a mother and entrepreneur, seeing both my children and the company grow in a healthy and strong way.


6. What is your greatest achievement?

I always say that the greatest achievement is yet to come. Since our first year of operation, we have always reached goals and we believe that this will be the case in 2023, 2024, 2025, 2026, 2027... But I see it as a constant achievement in my life to be able to keep Cashin in a movement of constant growth, it has been a new, original, disruptive product 100% designed from scratch by me and which did not always follow all the market commandments. At the beginning, when I presented the initial project, all colorful, with a user-friendly interface, totally different from other financial applications, they said I was crazy. Today we saw that it worked really well.


7. Book, film and woman you admire.

Book: “Sapiens – A Brief History of Humanity”, by Yuval Harari. Film: “Steve Jobs”. Woman you admire: Michelle Obama.


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