I design and operate integrated growth systems — GTM, performance, influencer, and measurement — for global brands entering or scaling in Latin America. Built for revenue efficiency. Not vanity metrics.
Most brands entering LATAM stitch together a Fractional CMO, a performance agency, an influencer agency, and an analytics team. Each function reports to a different stakeholder, optimizes for a different KPI, and operates without visibility into the others. That's not a system. That's a coordination problem disguised as a marketing department.
A growth system connects go-to-market strategy → creative production → performance media (Google, Meta, TikTok) → influencer marketing → measurement as one discipline. Decisions in one layer compound the outcomes in the others. For global brands scaling in LATAM, this is the difference between disconnected campaigns and durable, compounding demand.
That's what I design. That's what I operate.
Nine capabilities organized into three pillars. Engagement models range from project-based advisory to embedded Fractional CMO retainers.
Proof across categories — tech, fintech, automotive, consumer goods, B2B, ecommerce — and across continents.
Real numbers from real campaigns. The KPIs CFOs ask about — not the ones agencies report.
A methodology I developed and codified into a book. The reason the impact above is repeatable, not lucky.
Perfluencer Marketing fuses influencer marketing with performance accountability. Every creator activation is measured with paid media rigor. Every paid amplification is built on top of authentic creator content. Brands that adopt the framework consistently deliver 4:1 ROAS — substantially above the 1.5–3:1 industry standard.
Read the full methodology in Oops, I Bought It: What's Behind Influencer Marketing on Amazon, or read the framework overview here.
Direct words from marketing leaders at Santander and Bitso.
"Alexis is one of the best marketing professionals whom I worked with. He is a really dedicated advertising expert and one of the most capable digital marketing specialists in terms of Google Ads, Facebook Ads, and campaigns."
"Alexis provides us with valuable insight into our marketing performance with informative, concise and supportive reports and is always available when needed."
My work is shaped by what happens outside the agency. All of it feeds the system.
Oops, I Bought It: What's Behind Influencer Marketing — published 2025. A deep-dive into the neuroscience, culture, and algorithmic mechanics of influence. Includes the EMV calculation model, Lift Studies methodology, and Ethical Influence Guidelines.
Read on Amazon →Lecturer at Escuela de Mercadotecnia (EDEM) and faculty at Colectivo 23 / Kätedra. Speaker at the Merca2.0 National Digital Marketing Congress. I teach growth intelligence, attribution, and the systems thinking behind durable marketing.
Read on Medium →Vocalist and composer of Cavane, an indie rock band based in Mexico City. Influences from Zoé, Porcupine Tree, Pink Floyd, and Soda Stereo. EP releasing Q4 2026.
Listen to Cavane →Questions I hear most often from CMOs, Country Managers, and the marketing community.
A growth system is an integrated operating architecture that connects GTM strategy, creative production, performance media, influencer marketing, and measurement as one discipline. Most brands operate these as separate silos with separate KPIs. A growth system makes them compound. It's how durable demand is built — and how revenue efficiency is achieved in markets where impulse-driven campaigns burn cash without learning anything.
Global brands launching or scaling in Mexico and Latin America. CMOs and Country Managers who need senior strategic leadership in LATAM but aren't ready (or don't need) to commit to a full-time hire. Teams already running an agency or in-house function that need an orchestration layer above them.
An agency executes. A growth system orchestrates — including agencies, in-house teams, and platform partners — toward measurable outcomes. For global brands entering LATAM, the bottleneck is rarely execution capacity. It's senior strategic judgment with regional context. I operate at the orchestration layer, with optional execution support through Minimalist Agency and partner agencies as needed.
Three. Fractional CMO retainers (12+ months, embedded senior leadership). Strategic advisory projects (3–6 months, defined scope: market entry, brand positioning, attribution architecture, influencer ecosystem design). Workshops and speaking for executive teams and marketing conferences.
The market historically treated influencer marketing as a brand-awareness channel and performance marketing as a conversion channel — measured separately, optimized separately, run by separate teams. Perfluencer Marketing fuses both. Every influencer activation is measured with performance rigor. Every paid amplification is built on authentic creator content. It's how I consistently deliver 4:1 ROAS instead of the 1.5–3:1 industry standard.
Based in Mexico City. Primary depth in Mexico, Argentina, Colombia, Chile, and Peru. I work with global brands entering LATAM from the United States, Europe, and Asia.
Yes. Author of Oops, I Bought It. Faculty at EDEM and Colectivo 23. Speaker at Merca2.0 National Digital Marketing Congress and other LATAM marketing conferences. For keynotes or workshops, get in touch.
If you're a CMO, Growth Lead, or Country Manager building Mexico + LATAM growth, let's talk.
Book a call hi@alexisoubran.com