From field to vision: Julia Paganelli’s journey to CMO

“Voice your opinion.

I wasn’t particularly shy when I was 25, but like many people, and perhaps especially many women, I believed that if you worked hard, delivered results, performed well, and innovated, everything else would follow. That’s important, but it’s not enough.

When you’re in a room with other people, if you don’t bring your perspective and share your opinion, something is missing. People expect you to contribute your point of view. It’s a lesson I probably learned later than I should have.”

Julia Paganelli, Chief Marketing Officer at SBS

After 18 years at SBS, Julia Paganelli has been appointed Chief Marketing Officer, marking a new chapter in a career shaped by international experience, customer proximity, and deep expertise in banking technology. Today, she leads SBS’s global marketing strategy, helping drive brand positioning, go-to-market initiatives, demand generation, and business growth.

From building SBS to shaping its future

In this episode of What Leaders Want, Julia shares the key moments that shaped her leadership journey. From helping create the Sopra Banking Software brand in 2012 (now SBS) to navigating the shift to digital engagement during the COVID-19 pandemic, she reflects on how transformation has influenced both her career and the evolution of the banking software industry.

A significant part of Julia’s career was spent in field marketing across Africa and the Middle East, where she developed close relationships with financial institutions and gained valuable insight into the diverse challenges facing banks worldwide. Those experiences reinforced a leadership philosophy centered on staying close to customers, trusting your instincts, and embracing continuous learning.

The conversation also explores major trends transforming banking today, including digital sovereignty, regulation, and AI in financial services. Julia explains why banks are increasingly focused on data control, security, and trust, and why these topics have become strategic differentiators for technology providers.

Looking ahead, she discusses the role of SBS AI and its potential to transform banking operations through AI-powered capabilities embedded directly into banking solutions. A broader rollout of SBS AI is planned for early 2027.

Beyond technology, Julia believes the real strengths of SBS lie in its people, customer relationships, banking expertise, and long-term commitment to the financial services industry.

Her ambition as CMO is clear: make marketing a true growth engine for SBS and establish it as a strategic partner that helps shape the future of banking technology.