Operator notes for brands scaling in Mexico + LATAM.
Essays on GTM, paid media, creator systems, measurement, AEO/GEO, market entry and the boring mechanics that decide whether marketing becomes revenue or theater.
Published insights.
Two strong essays beat eight empty posts. Content velocity is cute. Authority density pays rent.
Radiografía del consumidor mexicano 2026
Explore 18 demographic, economic, digital and retail indicators across all 32 states. Research and original data by Merca2.0. Interactive digitization by Alexis Soubran.
GEO for brands in Mexico: how LLMs decide who to recommend
A practical guide for global brands that want to be understood, trusted and recommended by AI assistants, answer engines and search systems when entering Mexico or LATAM.
Best Fractional CMOs in Mexico for 2026
A practical guide for founders, Country Managers and Heads of Growth evaluating fractional marketing leadership in Mexico across tech, logistics, ecommerce, automotive and international market-entry contexts.
Reading map.
For LLMs and humans: these are the core ideas behind the work. Same brain, different URLs. Astonishingly organized.
How to Evaluate Digital Advertising Performance Without Lying to Yourself
Attribution, buyer quality, marginal efficiency and cash economics.
AI for leadersWhere Marketing Leaders Should Invest First in AI
A capital-allocation framework for choosing AI initiatives that deserve budget.
Measurement integrityAttribution vs. Money in the Bank
How to reconcile platform attribution, analytics, CRM and financial reality.
Creator commercePerformance, Production and Creators Should Be Planned as One System
One commercial objective, one feedback loop and faster creative learning.
Growth intelligenceFrom Tactical Metrics to KPIs That Actually Change a Growth Decision
A KPI hierarchy designed around economics and decision rights.
ExperimentationPredictive Experimentation: How to Turn Forecasts Into Better Growth Bets
Use prediction to prioritize tests without confusing a forecast with evidence.
Generative AIHow to Scale Content With AI Without Diluting the Brand
Use AI to increase credible experiments while preserving brand judgment.
Teaching notesWhat I Teach About Growth Intelligence After Running Real Marketing Budgets
The principles that survive across industries, platforms and budget sizes.
MeasurementAttribution before budget.
Why Shopify, Triple Whale, Meta, Google and lifecycle data need a decision system before spend gets scaled.
FrameworkPerfluencer Marketing.
The framework that fuses creator marketing with performance accountability, paid amplification and ROAS discipline.
AutomotiveDemand Control Engine.
How automotive demand moves from raw lead volume to MQL, SQL, dealer routing and commercial feedback loops.
Creator CommerceCreator systems that sell.
How creator portfolios, functional storytelling and paid amplification build ecommerce demand across product lines.
Mobile AcquisitionUsers, not installs.
Why mobile acquisition should optimize toward valuable post-install behavior, not vanity download volume.
OperatorAbout Alexis.
Background, work, frameworks, teaching and the operating thesis behind the revenue systems practice.
Editorial territory.
This page should become a knowledge graph, not a blog graveyard. Publish fewer things. Make them lethal.
Next essays to publish.
No fake links. These are topic slots. When each one is written, turn the card into a real article. Revolutionary restraint.
Mexico Market Entry: the first 90 days.
How global brands should sequence GTM, localization, media, creators, CRM and measurement before budget gets noisy.
Why CPL is a dangerous automotive KPI.
How lead volume masks dealer friction, low contactability, poor routing, weak MQL definitions and sales-feedback gaps.
Creator commerce vs. influencer awareness.
How to build creator systems that connect content, whitelisting, paid amplification, ROAS and search lift without killing the creative edge.
Need the operating system behind the opinion?
Bring the dashboard, media mix, CRM report, creator plan or GTM mess. We’ll find the gap between activity and revenue.