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What does it take to lead an IPO? And how do you expand beyond your strongest markets without overextending?

In this episode, Julia joins host Santiago Naranjo to unpack the realities of public listings, from six months of negotiations to the emotional war room where VTEX’s IPO pricing was decided. She shares why companies should think twice before rushing to the markets, why maturity matters as much as revenue, and how to stay focused when the stock price swings.

You’ll hear how VTEX balances bold global bets with disciplined investment, the importance of tropicalizing technology for each market, and why building trust - not just selling features - is key to winning in B2B commerce.

For anyone navigating high-growth expansion or considering a public listing, this is a rare, candid look from someone who’s done it twice.

[00:00:57] From Finance to Purpose: Finding Fulfillment Beyond JPMorgan - Julia shares how starting her career at JPMorgan in research and M&A taught her discipline, but left her unfulfilled. She explains the courage it took to step away from a prestigious path, spend a year teaching math in underserved communities, and reframe her career around adding value, creating jobs, and improving lives.

[00:05:48] The Long Courtship: Joining VTEX After Two IPOs - JJulia recounts how VTEX first approached her during her work on The Local’s IPO, and why she initially turned them down to keep her word. After months of conversations, she followed her instincts and joined VTEX, drawn by the company’s vision, culture, and the opportunity to help put LATAM tech talent on the global stage. Her transition into the role wasn’t just about a new employer; it was about stepping into a company on the cusp of a high-stakes milestone. The early months were a crash course in VTEX’s growth strategy, market positioning, and the preparations already underway for what would become one of the most defining moments in her career.

[00:08:57] IPO Reality Check: Why Timing and Maturity Matter More Than Hype - Having lived through two IPOs, Julia explains why going public is the most stressful period for any company and why not everyone is ready for it. She stresses that preparation goes far beyond financials, requiring strategic clarity, operational discipline, and leadership maturity to withstand market scrutiny.

[00:10:34] Navigating Market Volatility: Staying the Course in Uncertain Times - Julia breaks down the dangers of letting daily stock price swings dictate business strategy. She shares how VTEX’s leadership stays focused on long-term goals despite macroeconomic shifts, interest rate changes, and investor pressures, creating space for her team to execute without being distracted by short-term noise.

[00:17:23] The IPO Pricing “War Room”: A Cultural Defining Moment - Julia takes listeners inside the tense final hours of VTEX’s IPO pricing, when leadership brought the entire team into the decision-making process. She reflects on how this moment reinforced VTEX’s culture of treating employees as co-owners, driving engagement and commitment beyond any financial incentive.

[00:25:23] Adapting Technology: Winning Global Markets with Local Insight - Julia and Santiago discuss VTEX’s approach to adapting both technology and relationships to fit regional ecosystems. From building trust in B2B markets to tailoring solutions for cultural and operational realities, Julia explains why global growth isn’t about copy-paste expansion, but about earning credibility market by market.

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