Kueski welcomes Andreas Waldmann as chief marketing officer

Fintech and banking leader brings 20 years of expertise to drive growth and innovation

Kueski, the leading buy now, pay later (BNPL) and consumer lender in Latin America, has announced the appointment of Andreas Waldmann as the company’s chief marketing officer. With more than 20 years of experience leading strategy, product, e-commerce, marketing and revenue management at a global level, Waldmann will head Kueski’s marketing to solidify the company as the favorite way to pay in Mexico. 

“Andreas has an extensive background that will help Kueski expand its reach and strengthen its product ecosystem, furthering our mission to improve the financial lives of Mexicans,” said Adalberto Flores, co-founder and chief executive officer of Kueski. “We are committed to building a team of exceptional talent and Andreas’s addition will be key to continuing to drive our growth.”

In this role, Waldmann will lead key marketing initiatives, strengthening Kueski’s market leadership and ensuring value propositions are clear and appealing to customers. He will focus on ensuring a singular brand identity across all channels, utilising his deep understanding of the Mexican market to develop effective strategies that enable more consumers to use Kueski’s products.

“I firmly believe in the power of technology to democratise finance. Being part of Kueski means contributing to the redefining of financial services in Mexico,” said Waldmann. “At Kueski, we have the opportunity to change the lives of millions, and I am excited to apply my experience and enthusiasm to strengthen Kueski’s position as a leader in the industry.”

Prior to joining Kueski, Waldmann held leadership roles at companies such as Citibanamex, Volaris and Clara. Most recently, he served as a marketing leader at Dentalia where he helped successfully grow the business in competitive markets.

The addition of Waldmann is another testament to Kueski’s incredible momentum. This year Kueski reached more than 20 million loans disbursed to customers across Mexico and expanded its offerings to include BNPL options in physical stores, allowing customers to make purchases without internet access. Kueski was also the only Mexican company recognised as one of the world’s leading fintech companies by CNBC, World’s Top FinTech Companies by CNBC, named one of the five most ethical companies in Mexico by AMITAI, and certified as a Best Place to Work for LGBTQ+ Equality from HRC Equidad MX 2025.

Image: Kueski

Robert Welbourn Robert Welbourn is an experienced financial writer. He has worked for a number of high street banks and trading platforms. He's also a published author and freelance writer and editor.