I operate at the layer where GTM strategy, paid media, creators, production, CRM, and measurement become one commercial system — not six disconnected workstreams pretending to be alignment.
I help global brands enter and scale in Mexico and Latin America by building the operating layer between attention and revenue.
That means market entry strategy, performance media, creator systems, social-first production, CRM signal design, attribution, incrementality, and weekly decision cadences working together.
The job is not to make marketing look busy. The job is to make the commercial system smarter every week.
CEO & Partner. Independent growth partner for global brands in Mexico and LATAM.
Creator performance methodology connecting influence, paid amplification, and measurement.
Published framework on influencer marketing, behavior, culture, and performance accountability.
Most brands already have agencies, platforms, dashboards, content calendars, and CRM tools. The leak is usually not activity. The leak is control.
GTM architecture for global brands entering Mexico and LATAM: positioning, launch sequencing, channel roles, creative angles, media allocation, and local market learning.
Influencer ecosystems connected to paid amplification, UGC production, retail moments, search demand, ROAS, WER, EMV, and creator-level learning loops.
Paid media, attribution models, NC CPA, NC ROAS, incrementality, dashboards, conversion quality, and weekly budget decisions tied to real commercial trade-offs.
Lead quality, MQL/SQL logic, CRM feedback loops, dealer routing, offline conversion signals, appointment discipline, and PMA-level media governance.
Content built for platform behavior and business outcomes: hooks, formats, creator briefs, product narratives, testing cadence, and performance-native production.
Structured entity strategy, SEO/GEO, knowledge graph logic, E-E-A-T trust signals, and content architecture built for both humans and answer engines.
I turn fragmented marketing activity into a governed revenue system.
Selected outcomes from work operated through Minimalist Agency and partner ecosystems.
Views across a multi-product influencer ecosystem in Mexico, with 118.2M reach, 8.3M real interactions, and 6% average WER.
Conversion rate growth through Universal App Campaigns, with +5x monthly registrations and +240% improvement in user quality.
CPA from a launch architecture connecting Lead Ads, traffic, catalog conversion, Shopify, and creator-led demand.
Unit sales growth supported by 154K high-intent clicks, +152% YoY click growth, and -33% CPL through a Click eTailer system.
Conversion volume growth with -65% cost reduction and a 12:1 ROI by treating B2B demand as a system, not a platform exception.
Conversion value growth with 6.8x ROI and -16% CPA in a lending category where signal quality matters more than cheap clicks.
At Minimalist Agency, I lead the strategy and operating model behind integrated revenue systems for global brands. The agency connects performance, creators, production, social, SEO/GEO, TikTok Shop, measurement, and optimization into one decision loop.
The agency has worked across technology, fintech, automotive, consumer goods, B2B, ecommerce, beauty, retail, and entertainment — including brands such as SharkNinja, AMD, Bitso, Edenred, Uber Eats, Airbnb, Zeekr, Lynk & Co, Geely, Miele, Nintendo, Motorola, Bimbo, Petco, Reebok, OnePlus, Suzuki, Royal Canin, Televisa, and others.
The operating philosophy is simple: every action needs a hypothesis, every piece needs a signal, every week needs a decision, and anything that does not improve the system gets cut. Romantic? No. Effective? Usually. Annoyingly.
I created Perfluencer Marketing, a framework that fuses influencer marketing with performance accountability. The methodology connects creator strategy, paid amplification, audience segmentation, EMV, lift studies, ROAS, and ethical influence guidelines.
The framework is documented in my book Oops, I Bought It: What's Behind Influencer Marketing.
I also teach and speak on growth intelligence, attribution, social commerce, creator systems, and performance strategy at Escuela de Mercadotecnia (EDEM), Colectivo 23 / Kätedra, and industry events including the Merca2.0 National Digital Marketing Congress.
I am also the vocalist, composer, and co-founder of Cavane, an indie rock band based in Mexico City.
Cavane was formed in 2012 with Irving Soubran and Alejandro Escárcega, blending modern indie rock with influences from Zoé, Porcupine Tree, Pink Floyd, and Soda Stereo. The creative muscle is not separate from the agency work. It is the same system: attention, emotion, rhythm, signal, and repetition.
Co-founded indie rock band Cavane in Mexico City.
Joined Minimalist Agency and helped build its growth, performance, and creator operating model.
Bitso campaign achieved +400% app conversion rate growth and earned a nomination for Best App Campaign in Latin America.
Minimalist Agency became one of the first TikTok Marketing Partners in Latin America.
Expanded teaching and speaking work across EDEM, Colectivo 23 / Kätedra, and industry marketing events.
Published the book and codified the Perfluencer Marketing framework.
Formalized revenue systems work for global brands entering and scaling in Mexico and LATAM.
For CMOs, Country Managers, and Growth Leads entering or scaling in Mexico + LATAM who need better demand signals, better budget decisions, and less marketing theater.