I build the operating layer between GTM, paid media, creators, production, CRM, and measurement — so brands do not just buy attention. They turn it into qualified demand, sales signals, and revenue.
The home needed to feel as sharp as the work pages, so this layer shows the actual operating logic: acquisition, creators, CRM, measurement, and weekly budget governance in one command center.
Paid media is running. Creators are posting. Dashboards exist. Leads are coming in.
But the system still cannot answer the questions that matter: which demand is real, which channel is creating intent, which creative angle deserves more budget, which leads are qualified, and what should change this week.
That is the gap I solve: turning fragmented marketing activity into a governed revenue system.
A revenue system is not a deck, a dashboard, or a campaign calendar. It is the operating discipline that turns market inputs into budget decisions, creative iterations, sales signals, and compounding learning.
GTM hypothesis, audience tension, category context, competitive pressure.
Paid media, search, creators, social proof, PR, and creator-led amplification.
Landing pages, lead forms, ecommerce, WhatsApp, CRM routing, PDP behavior.
MQL, SQL, user value, NC CPA, LTV, test drive, purchase or revenue event.
Experiment log, budget rule, creative refresh, next decision, owner and deadline.
GTM, media, creators, production, analytics, CRM, and sales signals should not operate as disconnected departments. The system compounds when every layer feeds the next one.
Most brands entering LATAM stitch together a Fractional CMO, a performance agency, an influencer agency, a production team, a CRM vendor, and an analytics dashboard. Each function reports to a different stakeholder, optimizes for a different KPI, and operates without visibility into the others. That is not a system. That is a coordination tax.
A revenue system connects go-to-market strategy → creative production → paid media → creator systems → CRM signals → attribution → weekly decision cadence as one discipline. Decisions in one layer compound the outcomes in the others.
For global brands entering Mexico and LATAM, this is the difference between disconnected marketing activity and governed demand that can be measured, qualified, and scaled.
Three engagement modes. Same thesis: convert attention into qualified demand, sales signals, and compounding learning.
A fast strategic audit for CMOs, Country Managers, and Growth Leads who need to find where marketing activity is leaking money.
A project-based build for market entry, ecommerce growth, creator commerce, attribution cleanup, or lead qualification systems.
Embedded senior leadership for global brands that need local judgment in Mexico + LATAM without adding a full-time executive layer.
Proof across categories — tech, fintech, automotive, consumer goods, B2B, ecommerce — and across continents.
The strongest work lives where strategy, execution, measurement, and commercial reality are connected. Four examples of that operating logic.
Real numbers from real systems. The KPIs CFOs ask about — not the ones agencies report when they are hiding behind screenshots.
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 recommendations from leaders across fintech, banking, B2B, and performance marketing.
Tuve la oportunidad de colaborar con Alexis y Minimalist durante tres años. Desde el inicio demostró una visión estratégica clara, actitud colaborativa y compromiso excepcional con cada proyecto. Juntos alcanzamos grandes resultados e iniciativas que marcaron una diferencia real para la marca.
Alexis tiene un profundo entendimiento de las necesidades de negocio y del ecosistema digital. Su dirección estratégica, capacidad colaborativa y enfoque en calidad de proyecto lo convierten en un aliado sólido para equipos que buscan performance real.
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 and the team at Minimalist have been great to work with. Alexis provides 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, Growth Leads, and teams tired of pretty dashboards that do not explain revenue.
A revenue system is the operating layer that connects GTM, paid media, creators, production, CRM, attribution, incrementality, dashboards, and weekly decisions. It is built to answer what is working, why it is working, what deserves more budget, and what should be killed before it wastes another week.
An agency usually owns execution. A revenue system owns orchestration: what gets built, how channels interact, which signals matter, how CRM feedback returns to platforms, and how leadership decides every week. Execution can live in-house, through Minimalist Agency, through existing vendors, or across all three.
Global brands entering or scaling in Mexico and Latin America, especially ecommerce, consumer tech, automotive, fintech, food, beauty, retail, and B2B teams with serious market-entry or growth pressure. Best fit: teams already spending money but lacking clean signal, governance, or senior local judgment.
Perfluencer Marketing fuses influencer marketing with performance accountability. Creator content is not treated as decoration; it is measured, amplified, tested, and optimized as part of a broader paid media and conversion system.
The Demand Control Engine is a framework for governing demand from first impression to CRM recovery. It connects awareness, consideration, conversion, post-lead nurturing, win-back, CRM intelligence, performance governance, and offline signals into one operating loop.
Three. Revenue Systems Diagnostics for fast strategic audits. System Builds for specific market-entry, attribution, creator commerce, or lead qualification projects. Fractional Operator retainers for embedded senior leadership across strategy, media, creators, CRM, and measurement.
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.
For CMOs, Country Managers, and Growth Leads entering or scaling in Mexico + LATAM who need clearer demand signals, better budget decisions, and less marketing theater.
Book diagnostic hi@alexisoubran.com