I build business growth and market expansion strategies for companies adopting digital assets across Latin America, leveraging strategic marketing, positioning and storytelling.
Sharing perspectives on digital assets, growth, and market expansion across Latin America. Speaker and media contributor on digital assets, business strategy, and marketing across the region.
Hi, I’m Santiago, an Argentine marketing and business leader based in São Paulo, Brazil, with a strong background in fintech, startups, and digital assets.
I currently lead partner marketing initiatives across Latin America at Circle, focusing on driving business growth and expanding the adoption of digital assets through strategic marketing, positioning, and storytelling.
My background includes experience at leading companies such as Mercado Libre, Globant, Itaú Unibanco, and Ripio, shaping a business-driven approach to marketing, growth, and digital transformation across Latin America.
Throughout my career, I’ve worked at the intersection of business strategy and marketing execution, helping companies scale, expand into new markets, and build strong, differentiated value propositions.
I hold a Communication degree from the University of Buenos Aires, a postgraduate degree in Marketing from UADE, and an Executive MBA from Fundação Getulio Vargas (FGV).
I’m particularly interested in how digital assets are reshaping financial infrastructure and unlocking new models for growth across Latin America.
A practical view of how I connect business goals, positioning, execution, and technology to build growth strategies that make sense in real markets.
Marketing is often challenged on its ability to deliver results, which usually comes from a disconnect with business objectives. I believe marketing should be directly accountable for growth, acting as a vehicle to accelerate business outcomes. Every initiative should be clearly tied to measurable impact.
Growth doesn’t happen without clarity. Strong positioning and a well-defined narrative are essential to align teams, guide execution, and create meaningful differentiation. The real challenge lies in orchestrating multiple messages, channels, and actions into a coherent and consistent story.
Even the best strategy depends on context. Expanding across Latin America requires a deep understanding of local markets, cultural nuances, and timing. Successful go-to-market execution comes from adapting strategy without losing the core narrative.
Technology is becoming a key driver of scale. From data infrastructure to AI, it enables faster execution, better decision-making, and more efficient growth. While still evolving in this space, I actively leverage emerging tools to enhance strategy, reporting, and operational efficiency — and see AI as a fundamental shift in how companies build and scale.
Representative cases across digital assets, fintech growth, market expansion, OOH campaigns, and brand experiences in Latin America.
Strategic work supporting the integration and expansion of USDC inside one of the world’s most relevant digital banking platforms.
View case →
Positioning and market expansion work to strengthen access to digital assets for Brazilian investors.
View case →
Go-to-market execution through a massive OOH campaign in São Paulo, built with media partners to accelerate awareness.
View case →
A high-impact brand experience in Colombia that combined sponsorship, local relevance, and commercial execution.
View case →
Retention and engagement work designed to reduce churn and move more users toward higher-value lifecycle stages.
View case →
A regional brand awareness campaign built to connect with audiences at the first step of online purchase adoption.
View case →Public conversations, media relationships, and selected mentions that reflect an active role in shaping dialogue around digital assets, growth, and market expansion in Latin America.
I regularly speak about digital assets, marketing strategy, and business growth across Latin America, and contribute to industry conversations through media and events.
Statement on the evolution of regulation, Web3, tokenization, and the broader digital assets landscape in Latin America.
Read article →A business and strategy project exploring how companies create value through positioning, storytelling, and execution.
Read note →