Rocío Ramírez Llopis

Job title: Head of Demand Generation

Location: Madrid

Nationality: Spanish

1. You‘ve built your Marketing career across fintech, investment funds, insurance and now environmental commodities. How has your background influenced the way you approach marketing at STX Group?

My background has influenced me enormously. Marketing in financial services is very different from most sectors. Banking, insurance, fintech or trading are highly technical sectors and usually heavily regulated. Buyers are often well-informed, so it’s essential to have a deep understanding of complex products while being creative to capture and nurture clients efficiently. You have to be analytical, data-driven and able to translate technical concepts into value-driven strategies that resonate with decision-makers.

2. You’ve helped shape STRIVE by STX from its early days to its relaunch as STX’s corporate climate action arm. What did you learn from guiding that transformation and seeing it grow into what it is today?

Building STRIVE by STX was one of the highlights of my career. I joined in 2021 to help build it from the ground up and, two years later, helped relaunch it under the STX umbrella. That journey taught me that brand-building is as much about internal alignment as external storytelling. What I learned is that building a brand that truly matters for the long run requires everyone rowing in the same direction. Seeing STRIVE grow into what it is today has been incredibly rewarding because it reflects the collective effort behind it. I’m excited to see how it continues to evolve and make an impact.

3. In your current role as Head of Demand Generation, you lead global efforts across lead generation, client nurturing and brand awareness. How do you balance creativity with data-driven precision?

Creativity and data are not opposing forces but complementary ones. Data helps us identify where the opportunities lie: which accounts to prioritize, what messages resonate and where to focus resources. Creativity is what allows us to connect and stand out. It’s often associated with a flashy campaign or viral ad, but in our field, it can also mean finding smarter ways to reach clients, building better processes or rethinking how we tell our story. It’s not creativity for its own sake; it’s creativity with purpose. That balance of data and imagination is what makes demand generation both strategic and impactful and the reason I’m passionate about what I do.

4. STX is known for its fast-paced, entrepreneurial culture. What inspires you most about working here and how does that energy shape the way you lead and collaborate across teams?

What inspires me most about STX is that we’re forever entrepreneurial. There’s a real sense of energy and innovation that comes from that mindset. You’re encouraged to take initiative, propose ideas and make things happen. This allows us to think differently, move quickly, find more efficient ways to work and take ownership. That entrepreneurial spirit we have at STX runs through our team too. We are always testing and learning with commercial objectives, collaboration and open communication in mind. It’s a culture where ideas turn into action fast and that’s incredibly motivating.

5. Translating complex concepts like EACs, RNG and VERs into compelling campaigns can be challenging. How do you make them accessible and engaging, especially for the right audiences?

The key is to focus on the problem to solve, the “why”. What do our clients need? What challenges do they face and how can we help them? It’s important to remember that it’s not about us, but about our clients. We’re simply the partner they need to decarbonize efficiently. We work closely with our traders, corporate account managers and public affairs teams to understand our clients’ needs and how we can guide them. The goal is always to make environmental commodities actionable for decision-makers.

6. Looking ahead, what excites you most about the future of marketing in the environmental commodities space and where do you see the biggest opportunities for impact?

There’s so much potential to leverage new tools, push creative boundaries and keep learning from data. The biggest opportunities lie in using marketing not just to promote our products but to simplify complex concepts, build trust and help corporates make informed choices that lead to lasting environmental impact.