In 2026, it’s clear that the rise of AI is disrupting conventional go-to-market (GTM) channels, providing an unprecedented alternative for effectivity and personalization, significantly in Latin America.
AI on the intersection of recent GTM methods is proving to be particularly helpful to focus on rising development alternatives within the area, the place organizations typically underestimate how advanced the area is.
Rules, buyer expectations, channel energy dynamics, and even cultural variations typically differ not simply from nation to nation, however from metropolis to metropolis. This implies the GTM technique must go far past a easy gross sales plan if organizations are to sort out the distinctive obstacles and faucet into the large market alternatives.
Fragmented markets are one frequent downside. What works in Lima, Peru, might not strike a wire with patrons in Mexico Metropolis, but organizations typically deal with the area of Latin America as one homogeneous group, resulting in underwhelming GTM efficiency.
We additionally see notable variations with native gross sales channels, the place distributors and retailers might play a extra essential position than producers. And whereas there are robust development alternatives, international entrants might wrestle to compete towards dominant native gamers who have already got robust ranges of buyer loyalty.
Whereas these are a number of the typical obstacles, any GTM technique focusing on Latin America must be carefully customized by nation and metropolis, paying shut consideration to cultural variations that have an effect on purchaser habits and subsequently gross sales figures.
Whereas AI will help to personalize campaigns in fast timeframes and reply to knowledge evaluation, the significance of management experience can’t be underestimated.
Listed here are 15 leaders serving to organizations develop their attain throughout Latin American markets with detailed GTM methods and revolutionary, inventive campaigns.
Bianca Rosenberg: VP Advertising and marketing LATAM, Netflix
Bianca Rosenberg leads Netflix’s regional presence in Latin America by means of GTM methods that steadiness content material relevance with viewers enlargement. Her work entails positioning the worldwide platform in culturally nuanced methods throughout LATAM, elevating subscriber development and retention for Netflix.
Rosenberg’s work exemplifies how localized GTM methods can unlock international digital product adoption in numerous leisure markets and the significance of extremely customized content material choices for viewers within the area.
Sean Summers: EVP and Chief Advertising and marketing Officer, Mercado Libre
Main international advertising and marketing for considered one of Latin America’s most impactful commerce platforms, Sean Summers performs a pivotal position in shaping GTM methods that drive each development and class management. His strategy balances knowledge perception with model amplification in aggressive digital commerce landscapes.
Mercardo Libre is the main on-line market for the area, standing as much as the worldwide dominance of Amazon. By constructing built-in campaigns that resonate with native sensibilities whereas scaling the area‑huge, Summers exemplifies efficient GTM management in a multi‑nation market that has contributed to the success of this commerce platform.
Bob Reisenweber: Director of Operations, Supply Meridian
Bob Reisenweber not too long ago took the helm as Director of Operations at Supply Meridian, a software program and AI options agency with operations spanning the US, Colombia, and Ecuador. In his new position at Supply Meridian, Reisenweber will concentrate on optimizing inside operations and scaling GTM execution as the corporate expands its footprint in rising Latin American tech markets. Right here, shut consideration will likely be paid to regulated sectors like healthtech and knowledge analytics, the place compliance and belief are GTM differentiators.
Reisenweber’s work blends operational rigor with strategic industrial considering, guaranteeing that Supply Meridian’s go‑to‑market playbooks are constructed on environment friendly processes and robust supply capabilities.
Gonzalo Muente: Chief Advertising and marketing Officer, PepsiCo Meals
As Chief Advertising and marketing Officer, Gonzalo Muente leads the model technique for PepsiCo Meals merchandise in Latin America, with a selected concentrate on Mexico. He’s a seasoned GTM chief with deep expertise driving advertising and marketing technique throughout main manufacturers in Latin America. His work persistently focuses on knowledge‑pushed client insights and strategic model positioning to ship measurable development.
Muente’s affect spans operational advertising and marketing excellence to broad strategic planning, making him a recurring identify among the many area’s best GTM practitioners, recognized for bringing humor and creativity to his campaigns to achieve customers in new methods.
Anshul Kaushesh: Chief Advertising and marketing Officer, Ness Digital Engineering
Anshul Kaushesh leads international advertising and marketing for Ness Digital Engineering, a agency with rising operations and nearshore hubs in Latin America, together with a Heart of Excellence for AI-driven Clever Engineering in Guadalajara, Mexico.
Right here, her position is extremely strategic, serving to to outline and amplify a coherent GTM narrative that spans engineering innovation, clever digital transformation, and buyer impression. This narrative explains how technical capabilities flip into clear market worth for organizations throughout the globe. Kaushesh’s expertise throughout main international tech manufacturers informs her advertising and marketing management, the place model technique, demand technology, and alignment are key.
Jerónimo Uribe: CEO, La Haus
Jerónimo Uribe has led La Haus to turn out to be some of the outstanding proptech platforms in Spanish-speaking Latin America, redefining how actual property is purchased and offered by means of a totally digital expertise.
He has pushed a go-to-market technique centered on decreasing friction in property transactions, chopping gross sales cycles dramatically and bettering transparency in traditionally opaque markets. Below his management, the corporate has expanded throughout Colombia and Mexico whereas attracting top-tier international buyers, signaling robust product-market match and regional scalability Uribe’s continued funding in AI and data-driven experiences positions La Haus to redefine buyer acquisition and conversion in actual property throughout Latin America.
Marlene Garayzar: Co-Founder, Stori
Marlene Garayzar has helped scale Stori into a number one fintech unicorn by constructing a go-to-market technique centered on monetary inclusion for underserved populations. She has been instrumental in positioning Stori’s credit score merchandise as accessible and user-centric, enabling hundreds of thousands of first-time credit score customers to enter the monetary system.
Her management has pushed fast development in Mexico and a strategic enlargement into Colombia, backed by important capital funding and a transparent regional imaginative and prescient. Garayzar’s strategy combines schooling, product design, and distribution to unlock huge underserved markets—making her a standout GTM chief in Latin America’s fintech ecosystem.
Paco Solsona: Head of Accelerator & Startups, Google (LatAm)
Paco Solsona performs a pivotal position in shaping go-to-market success for startups throughout Latin America by means of Google for Startups Accelerator applications. He has constructed and scaled initiatives that join early-stage corporations with Google’s know-how, mentorship, and distribution channels to speed up regional development.
His work focuses on enabling founders to refine product-market match and scale throughout numerous Latin American markets, significantly in rising sectors like AI and sustainability. By bridging international platforms with native startup ecosystems, Solsona has turn out to be a key architect of how high-growth corporations launch and increase within the area.
José María “chema” Rancano: Managing Director Slalom México
Jose María (Chema) Rancano is the Managing Director of Slalom Mexico and has over twenty years of expertise main groups for international skilled providers companies in Latin America. He has huge expertise in technique and administration and has established himself as a outstanding enterprise chief by means of his work driving development and transformation at corporations in Mexico. Via his management, Slalom plans to rent greater than 500 roles in tech following the opening of its workplaces in Colombia and Mexico.
Earlier than becoming a member of Slalom, Chema served as Chief Technique Officer at Accenture Mexico, the place he drove the agency’s strategic initiatives throughout the area. Below his management, Accenture Mexico secured its first account value over $100 million and revitalized its operations in Monterrey.
Previous to Accenture, Chema was chosen as the primary worker at McKinsey Monterrey, the place he constructed a thriving $35 million enterprise. Recognized for his storytelling expertise and his philosophy of serving to somewhat than promoting, Chema is dedicated to creating lasting impression and fostering sustainable development for his shoppers.
Claudia Navarro: VP Advertising and marketing, The Coca‑Cola Firm Latin America
Claudia Navarro’s GTM management displays a protracted‑time period dedication to model and strategic development. At Coca‑Cola, her position calls for exact go‑to‑market motions throughout numerous Latin American markets, mixing international model integrity with extremely localized campaigns and execution excellence.
Her work showcases how disciplined GTM frameworks can maintain market management and deepen buyer engagement throughout cultural and financial contexts.
Robert Tubridy: VP of Advertising and marketing, ADvendio
Robert is the VP of Advertising and marketing at ADvendio, the main Salesforce-powered omnichannel promoting administration platform. His management is central to the corporate’s evolution into an Agentic Income OS, advancing options for main publishers, advertisers, and retail media networks by deploying specialised AI brokers to automate the advert lifecycle.
Lately, he was named a Decide at Parallel18, recognizing his experience in innovation and high-growth ventures. ADvendio’s international development is rooted in a novel mixture of business specialization and intelligence constructed on many years of deep experience.
Santiago Minorini: CMO LATAM, PedidosYa & Supply Hero
Santiago Minorini drives demand and development methods for 2 of LATAM’s most recognizable on‑demand platforms, integrating efficiency advertising and marketing, model constructing, and buyer insights to scale throughout borders.
His management displays a GTM playbook that harmonizes digital promoting, partnerships, and operational velocity in quick‑shifting client classes.
Jay Sethi: SVP & CMO, Diageo Mexico & Scotch LATAM
Jay Sethi’s GTM management in beverage advertising and marketing exemplifies how strategic positioning and client understanding can remodel class efficiency throughout markets. His work blends regional nuance with international model frameworks, driving sustainable income and deep viewers loyalty.
An award-winning and disruptive product advertising and marketing chief, Sethi is at present serving to to deliver Diageo beverage manufacturers to the Mexican market, constructing on his monitor file of revolutionary campaigns in North America.
Manuela Gutiérrez: Operations Lead, 360 Well being Knowledge
At 360 Well being Knowledge, Manuela Gutiérrez drives cross‑purposeful execution and operational technique for a platform democratizing scientific information entry for Spanish‑talking physicians in Latin America. Her work is central to reworking a technical product into an accessible ecosystem that helps scientific resolution‑making and in the end accelerates consumer adoption at scale.
Gutiérrez’s GTM affect stems from her means to synthesize medical and technological nuances into consumer‑centric launch motions that resonate throughout LATAM’s numerous healthcare markets. By prioritizing localization, collaboration, and regional impression, she’s serving to form how healthcare knowledge instruments combine into on a regular basis practitioner workflows and bettering affected person outcomes by means of the 360 Well being Knowledge platform.
Juliana Roschel: Head of Advertising and marketing & Development, Nubank Brasil
Juliana Roschel leads GTM efforts for Nubank in Brazil, deploying digital‑first advertising and marketing and development methods that assist tempo fast buyer acquisition and model advocacy in a fintech‑heavy market.
Her work blends product advertising and marketing, buyer perception, and ecosystem engagement to deepen market penetration in an more and more aggressive monetary providers panorama.
Ibrahim Hasanov: Founder & CEO, MyUser
Ibrahim Hasanov leads MyUser, an AI automation platform that reimagines B2B outbound gross sales by absolutely automating the outreach funnel from lead discovery to conversations and conferences. His product-first GTM strategy, which incorporates various European shoppers, focuses on demonstrating measurable pipeline impression over conventional, expensive handbook gross sales processes. Most of MyUser’s shoppers are based mostly within the U.S., though an growing variety of Latin American enterprises are starting to undertake the platform.
He has additionally served as a choose at Parallel18, additional strengthening his ties to the broader startup ecosystem. Based mostly in San Francisco, he continues to increase the corporate’s attain throughout key international markets. His management represents a brand new wave of AI-enabled promoting fashions the place product adoption and buyer worth substitute basic sales-led muscle as the first engine of development, reflecting broader market developments the place automation, utilization, and self-serve simplicity are key development levers.
Eugenio Raffo: VP Advertising and marketing, Cervecería y Maltería Quilmes
As VP Advertising and marketing at Quilmes Argentina, Eugenio Raffo’s GTM management focuses on reworking enterprise fashions by means of revolutionary advertising and marketing and strategic change. His lengthy profession in multi‑market roles reveals how advertising and marketing excellence can elevate model relevance and drive broader industrial success.
Daniela Restrepo: Principal, Publicize
Daniela Restrepo is a central determine in tech PR and GTM storytelling that spans throughout startups and bigger enterprises from Publicize’s hubs in Medellín and Barcelona. Her work focuses on shaping GTM narrative methods that elevate visibility, domesticate thought management, and speed up market positioning — all essential for early and mid‑stage tech companies in Latin America.
Restrepo additionally performs a neighborhood position by means of mentorship, talking engagements, and editorial contributions that nurture future communications expertise within the area. Her means to mix strategic communications with ecosystem constructing has helped quite a few manufacturers construct resonance throughout media and buyer segments within the LATAM market.
