Source: https://alexisoubran.com/about/ [Skip to content](https://alexisoubran.com/about/#main) [Home](https://alexisoubran.com/) / About About Alexis Soubran # I build revenue systems for global brands entering Mexico + LATAM. 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. [Book a Revenue Systems Diagnostic](https://calendly.com/alexis-soubran/contact) [See case studies](https://alexisoubran.com/work/) Based in Mexico City Languages English, Spanish, Italian Currently CEO & Partner, Minimalist Agency Alexis Soubran, CEO and partner at Minimalist Agency Operator, not spectator. Strategy is useful only when it changes what gets built, measured, cut, or scaled. Professional profile ## Who is Alexis Soubran? Alexis Soubran is a Mexico City-based marketing executive, CEO and partner at Minimalist Agency, author, educator and speaker. His work focuses on performance marketing, market entry in Mexico and Latin America, creator campaigns and marketing measurement. He teaches at Escuela de Mercadotecnia (EDEM) and has participated in the Merca2.0 National Digital Marketing Congress. His book, [Oops, I Bought It: What's Behind Influencer Marketing](https://alexisoubran.com/book/), describes his approach to connecting creator storytelling and performance measurement. [Read the press coverage and professional references](https://alexisoubran.com/press/) or [view his speaking and teaching record](https://alexisoubran.com/speaking-teaching/). ## Portraits and event moments Black and white portrait of Alexis Soubran Alexis Soubran Alexis Soubran seated in a black shirt and glasses Alexis Soubran Alexis Soubran at an event with purple lighting At an industry event Short version ## Marketing activity is cheap. Governed demand is not. 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. Agency Minimalist Agency CEO & Partner. Independent growth partner for global brands in Mexico and LATAM. Framework Perfluencer Marketing Creator performance methodology connecting influence, paid amplification, and measurement. Book Oops, I Bought It Published framework on influencer marketing, behavior, culture, and performance accountability. What I build ## Operating systems, not isolated services. Most brands already have agencies, platforms, dashboards, content calendars, and CRM tools. The leak is usually not activity. The leak is control. 01 ### Market Entry Revenue Systems GTM architecture for global brands entering Mexico and LATAM: positioning, launch sequencing, channel roles, creative angles, media allocation, and local market learning. 02 ### Creator Commerce Systems Influencer ecosystems connected to paid amplification, UGC production, retail moments, search demand, ROAS, WER, EMV, and creator-level learning loops. 03 ### Performance + Measurement Systems Paid media, attribution models, NC CPA, NC ROAS, incrementality, dashboards, conversion quality, and weekly budget decisions tied to real commercial trade-offs. 04 ### Automotive Demand Control Lead quality, MQL/SQL logic, CRM feedback loops, dealer routing, offline conversion signals, appointment discipline, and PMA-level media governance. 05 ### Social-First Production Engines Content built for platform behavior and business outcomes: hooks, formats, creator briefs, product narratives, testing cadence, and performance-native production. 06 ### GEO + Machine-Legible Authority 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 proof ## Evidence beats adjectives. Usually by murder. Selected outcomes from work operated through Minimalist Agency and partner ecosystems. 131.3M SharkNinja — creator-led commerce Views across a multi-product influencer ecosystem in Mexico, with 118.2M reach, 8.3M real interactions, and 6% average WER. +400% Bitso — app acquisition quality Conversion rate growth through Universal App Campaigns, with +5x monthly registrations and +240% improvement in user quality. $21.7 Shark CryoGlow — TikTok full funnel CPA from a launch architecture connecting Lead Ads, traffic, catalog conversion, Shopify, and creator-led demand. +43% AMD — high-intent performance Unit sales growth supported by 154K high-intent clicks, +152% YoY click growth, and -33% CPL through a Click eTailer system. +259% Edenred — B2B on TikTok Conversion volume growth with -65% cost reduction and a 12:1 ROI by treating B2B demand as a system, not a platform exception. 19× Credijusto — fintech growth Conversion value growth with 6.8x ROI and -16% CPA in a lending category where signal quality matters more than cheap clicks. Minimalist Agency ## The execution engine behind the systems. 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. Brand and project experience includes SharkNinja, AMD, Bitso, Edenred, Geely, Zeekr, Lynk & Co, Ironhack, Cero Finance, Bushmills, and other organizations across technology, fintech, automotive, consumer goods, B2B, education, retail, and entertainment. Explore all brands and projects Selected engagements across my career and Minimalist Agency. Scope and dates vary by project. ### Brands & client projects - Airbnb - AMD - Atelier Central - Bimbo - Bitso - BM Home - BrandQuo - Bright Domino - Broxel - Bushmills - Caltic Consultores - Casa Cuervo - Casillero del Diablo - Cero Finance - Charme - Club de Alta Relojería - Concha y Toro - Cooperativa DAD - Credijusto - Cuida Tu Vista - Easy Jobs App - Ecoce - Edenred - Educa Verde - Einteligent - Equipar - Estatus Seguro - Evolucione - GBM - Geely - Grupo Logisa - Hablo Coreano - hi:hab - HiPP Organic - IKI - Interjet - Ironhack - Joyeros Emblemáticos - Kilpatrick Executive - KiWi - Lifescozul - Lynk & Co - Mi Móvil - Miele - Mixue - Motorola - Net Copiadoras - Nintendo - Novagenic - OnePlus - Outset PR - Pagaloop - Panalia - Petco - Promuevo - Purificación - Reebok - Ridian - Rocket Closet - Royal Canin - Sabadell - SharkNinja - Simmple - Sofamex - Sofía Salud - Stradia - Suzuki - Tecnoweb - Televisa - Temposatis - Thermo Fisher Scientific - Uber Eats - Vest - Z-Unordinary - Zeekr - Zumit ### Independent consulting Supermercados Morelos Consulting project with We Do Marketing. ### Partner campaigns H-E-B through Edenred. Edox through Temposatis / Club de Alta Relojería. ### Venture Tulum Innovation Fest Co-founder. ### Teaching Escuela de Mercadotecnia (EDEM) Colectivo23 / Kätedra 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. Framework + teaching ## Codifying what works so it can compound. I created [Perfluencer Marketing](https://alexisoubran.com/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](https://www.amazon.com/dp/B0F7GQM972). I also teach and speak on growth intelligence, attribution, social commerce, creator systems, AI and performance strategy at Escuela de Mercadotecnia (EDEM), Colectivo23 / Kätedra, and industry events including the Merca2.0 National Digital Marketing Congress. [See the documented speaking and teaching record →](https://alexisoubran.com/speaking-teaching/) Alexis Soubran speaking with a microphone on an outdoor discussion panel A conversation with fellow panelists Independent references ## External sources that document the work. [Marketing4eCommerce México](https://marketing4ecommerce.mx/alexis-soubran-marketing-sistema-ingresos/) interviewed me in 2026 about revenue systems, performance, CRM and measurement. [ASEM](https://asem.mx/entrevistas_asem/alexis-soubran/) profiles my work leading Minimalist Agency, while [EDEM](https://escuelademercadotecnia.org/profesoresedem/) lists me among its active faculty. [Merca2.0](https://www.merca20.com/optimiza-tus-campanas-en-el-cnmd-2024-expertos-revelaran-como-medir-el-rendimiento-publicitario/) documented my participation at the 2024 National Digital Marketing Congress. [See the full speaking and teaching record →](https://alexisoubran.com/speaking-teaching/) Beyond the agency ## Music, systems, and the useful kind of obsession. I am also the vocalist, composer, and co-founder of [Cavane](https://cavane.mx), 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. Alexis Soubran singing and playing guitar with Cavane Cavane · live performance Timeline ## The non-random version. 2012 ### Cavane founded Co-founded indie rock band Cavane in Mexico City. 2014 ### Minimalist Agency Joined Minimalist Agency and helped build its growth, performance, and creator operating model. 2019 ### Google Premier Partner Awards nomination Bitso campaign achieved +400% app conversion rate growth and earned a nomination for Best App Campaign in Latin America. 2021 ### TikTok Marketing Partner Minimalist Agency became one of the first TikTok Marketing Partners in Latin America. 2024 ### Executive teaching and speaking Expanded teaching and speaking work across EDEM, Colectivo 23 / Kätedra, and industry marketing events. 2025 ### Oops, I Bought It published Published the book and codified the Perfluencer Marketing framework. 2026 ### Revenue Systems practice Formalized revenue systems work for global brands entering and scaling in Mexico and LATAM. ## Need a cleaner revenue system? 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. [Book a Revenue Systems Diagnostic](https://calendly.com/alexis-soubran/contact) [alexis@minimalist.mx](mailto:alexis@minimalist.mx) [WhatsApp](https://wa.me/525539013827)