Brand, Trust & VC: how Keji Mustapha (CMO Partech) rewrites venture marketing | KLIMB Podcast

This episode explores a different side of venture capital — one built on trust, long-term relationships and the power of brand. Keji Mustapha, CMO at Partech and one of Europe’s most respected voices in VC, shares her journey from early operator roles to leading brand, community and strategic communications at a multi-stage investment firm. She explains why venture marketing cannot be approached like SaaS or consumer marketing, and why VCs must focus on compound trust rather than funnels, performance dashboards or short-term campaigns. Keji breaks down the three pillars of VC brand-building — curation, convening and the “infinite game” — and how Partech uses stories, founder-led content and high-quality experiences to build credibility over years, not quarters. We discuss what a CMO actually does inside a VC, how to measure ROI on brand, and how Partech rebuilt its identity to reflect who they truly are: bold, sharp, independent thinkers. The conversation also dives into leadership, hiring for curiosity and agency, navigating imposter syndrome, and how to bring people along when selling ideas internally. Keji also reflects on working across London, Paris and New York, why relationships can’t be replaced by AI, and what it means to build a tribe that self-selects into your worldview. A candid, high-energy conversation on brand, trust and the future of VC.Hosted on Ausha. See ausha.co/privacy-policy for more information.