In 2026, it’s clear that the rise of AI is disrupting traditional go-to-market (GTM) channels, offering an unprecedented opportunity for efficiency and personalization, particularly in Latin America.
AI at the intersection of new GTM strategies is proving to be especially useful to target emerging growth opportunities in the region, where organizations often underestimate how complex the region is.
Regulations, customer expectations, channel power dynamics, and even cultural differences often vary not just from country to country, but from city to city. This means the GTM strategy needs to go far beyond a simple sales plan if organizations are to tackle the unique obstacles and tap into the massive market opportunities.
Fragmented markets are one common problem. What works in Lima, Peru, may not strike a cord with buyers in Mexico City, yet organizations often treat the region of Latin America as one homogeneous group, leading to underwhelming GTM performance.
We also see notable differences with local sales channels, where distributors and retailers may play a more important role than manufacturers. And while there are strong growth opportunities, foreign entrants may struggle to compete against dominant local players who already have strong levels of customer loyalty.
While these are some of the typical obstacles, any GTM strategy targeting Latin America needs to be closely personalized by country and city, paying close attention to cultural differences that affect buyer behavior and therefore sales figures.
While AI can help to personalize campaigns in rapid timeframes and respond to data analysis, the importance of leadership expertise cannot be underestimated.
Here are 15 leaders helping organizations grow their reach across Latin American markets with detailed GTM strategies and innovative, creative campaigns.
Bianca Rosenberg: VP Marketing LATAM, Netflix
Bianca Rosenberg leads Netflix’s regional presence in Latin America through GTM strategies that balance content relevance with audience expansion. Her work involves positioning the global platform in culturally nuanced ways across LATAM, elevating subscriber growth and retention for Netflix.
Rosenberg’s work exemplifies how localized GTM strategies can unlock global digital product adoption in diverse entertainment markets and the importance of highly personalized content offerings for viewers in the region.
Sean Summers: EVP and Chief Marketing Officer, Mercado Libre
Leading global marketing for one of Latin America’s most impactful commerce platforms, Sean Summers plays a pivotal role in shaping GTM strategies that drive both growth and category leadership. His approach balances data insight with brand amplification in competitive digital commerce landscapes.
Mercardo Libre is the leading online marketplace for the region, standing up to the global dominance of Amazon. By building integrated campaigns that resonate with local sensibilities while scaling the region‑wide, Summers exemplifies effective GTM leadership in a multi‑country marketplace that has contributed to the success of this commerce platform.
Bob Reisenweber: Director of Operations, Source Meridian
Bob Reisenweber recently took the helm as Director of Operations at Source Meridian, a software and AI solutions firm with operations spanning the United States, Colombia, and Ecuador. In his new role at Source Meridian, Reisenweber will focus on optimizing internal operations and scaling GTM execution as the company expands its footprint in emerging Latin American tech markets. Here, close attention will be paid to regulated sectors like healthtech and data analytics, where compliance and trust are GTM differentiators.
Reisenweber’s work blends operational rigor with strategic commercial thinking, ensuring that Source Meridian’s go‑to‑market playbooks are built on efficient processes and strong delivery capabilities.
Gonzalo Muente: Chief Marketing Officer, PepsiCo Foods
As Chief Marketing Officer, Gonzalo Muente leads the brand strategy for PepsiCo Food products in Latin America, with a particular focus on Mexico. He is a seasoned GTM leader with deep experience driving marketing strategy across major brands in Latin America. His work consistently focuses on data‑driven consumer insights and strategic brand positioning to deliver measurable growth.
Muente’s influence spans operational marketing excellence to broad strategic planning, making him a recurring name among the region’s most effective GTM practitioners, known for bringing humor and creativity to his campaigns to reach consumers in new ways.
Anshul Kaushesh: Chief Marketing Officer, Ness Digital Engineering
Anshul Kaushesh leads global marketing for Ness Digital Engineering, a firm with growing operations and nearshore hubs in Latin America, including a Center of Excellence for AI-driven Intelligent Engineering in Guadalajara, Mexico.
Here, her role is highly strategic, helping to define and amplify a coherent GTM narrative that spans engineering innovation, intelligent digital transformation, and customer impact. This narrative explains how technical capabilities turn into clear market value for organizations across the globe. Kaushesh’s experience across major global tech brands informs her marketing leadership, where brand strategy, demand generation, and alignment are key.
Jerónimo Uribe: CEO, La Haus
Jerónimo Uribe has led La Haus to become one of the most prominent proptech platforms in Spanish-speaking Latin America, redefining how real estate is bought and sold through a fully digital experience.
He has driven a go-to-market strategy centered on reducing friction in property transactions, cutting sales cycles dramatically and improving transparency in historically opaque markets. Under his leadership, the company has expanded across Colombia and Mexico while attracting top-tier global investors, signaling strong product-market fit and regional scalability Uribe’s continued investment in AI and data-driven experiences positions La Haus to redefine customer acquisition and conversion in real estate across Latin America.
Marlene Garayzar: Co-Founder, Stori
Marlene Garayzar has helped scale Stori into a leading fintech unicorn by building a go-to-market strategy focused on financial inclusion for underserved populations. She has been instrumental in positioning Stori’s credit products as accessible and user-centric, enabling millions of first-time credit users to enter the financial system.
Her leadership has driven rapid growth in Mexico and a strategic expansion into Colombia, backed by significant capital investment and a clear regional vision. Garayzar’s approach combines education, product design, and distribution to unlock massive underserved markets—making her a standout GTM leader in Latin America’s fintech ecosystem.
Paco Solsona: Head of Accelerator & Startups, Google (LatAm)
Paco Solsona plays a pivotal role in shaping go-to-market success for startups across Latin America through Google for Startups Accelerator programs. He has built and scaled initiatives that connect early-stage companies with Google’s technology, mentorship, and distribution channels to accelerate regional growth.
His work focuses on enabling founders to refine product-market fit and scale across diverse Latin American markets, particularly in emerging sectors like AI and sustainability. By bridging global platforms with local startup ecosystems, Solsona has become a key architect of how high-growth companies launch and expand in the region.
José María “chema” Rancano: Managing Director Slalom México
Jose María (Chema) Rancano is the Managing Director of Slalom Mexico and has over two decades of experience leading teams for global professional services firms in Latin America. He has vast experience in strategy and management and has established himself as a prominent business leader through his work driving growth and transformation at companies in Mexico. Through his leadership, Slalom has managed to cover over 1000 roles in tech following the opening of its offices in Colombia and Mexico.
Before joining Slalom, Chema served as Chief Strategy Officer at Accenture Mexico, where he drove the firm’s strategic initiatives across the region. Under his leadership, Accenture Mexico secured its first account worth over $100 million and revitalized its operations in Monterrey.
Prior to Accenture, Chema was selected as the first employee at McKinsey Monterrey, where he built a thriving $35 million business. Known for his storytelling skills and his philosophy of helping rather than selling, Chema is committed to creating lasting impact and fostering sustainable growth for his clients.
Claudia Navarro: VP Marketing, The Coca‑Cola Company Latin America
Claudia Navarro’s GTM leadership reflects a long‑term commitment to brand and strategic growth. At Coca‑Cola, her role demands precise go‑to‑market motions across diverse Latin American markets, blending global brand integrity with highly localized campaigns and execution excellence.
Her work showcases how disciplined GTM frameworks can sustain market leadership and deepen customer engagement across cultural and economic contexts.
Santiago Minorini: CMO LATAM, PedidosYa & Delivery Hero
Santiago Minorini drives demand and growth strategies for two of LATAM’s most recognizable on‑demand platforms, integrating performance marketing, brand building, and customer insights to scale across borders.
His leadership reflects a GTM playbook that harmonizes digital advertising, partnerships, and operational velocity in fast‑moving consumer categories.
Jay Sethi: SVP & CMO, Diageo Mexico & Scotch LATAM
Jay Sethi’s GTM leadership in beverage marketing exemplifies how strategic positioning and consumer understanding can transform category performance across markets. His work blends regional nuance with global brand frameworks, driving sustainable revenue and deep audience loyalty.
An award-winning and disruptive product marketing leader, Sethi is currently helping to bring Diageo beverage brands to the Mexican market, building on his track record of innovative campaigns in North America.
Manuela Gutiérrez: Operations Lead, 360 Health Data
At 360 Health Data, Manuela Gutiérrez drives cross‑functional execution and operational strategy for a platform democratizing clinical knowledge access for Spanish‑speaking physicians in Latin America. Her work is central to transforming a technical product into an accessible ecosystem that supports clinical decision‑making and ultimately accelerates user adoption at scale.
Gutiérrez’s GTM influence stems from her ability to synthesize medical and technological nuances into user‑centric launch motions that resonate across LATAM’s diverse healthcare markets. By prioritizing localization, collaboration, and regional impact, she’s helping shape how healthcare data tools integrate into everyday practitioner workflows and improving patient outcomes through the 360 Health Data platform.
Juliana Roschel: Head of Marketing & Growth, Nubank Brasil
Juliana Roschel leads GTM efforts for Nubank in Brazil, deploying digital‑first marketing and growth strategies that help pace rapid customer acquisition and brand advocacy in a fintech‑heavy marketplace.
Her work blends product marketing, customer insight, and ecosystem engagement to deepen market penetration in an increasingly competitive financial services landscape.
Ibrahim Hasanov: Founder & CEO, MyUser
Ibrahim Hasanov leads MyUser, an AI automation platform that reimagines B2B outbound sales by fully automating the outreach funnel from lead discovery to conversations and meetings. His product-first GTM approach, which includes a number of European clients, focuses on demonstrating measurable pipeline impact over traditional, costly manual sales processes. Most of MyUser’s clients are based in the U.S., although an increasing number of Latin American enterprises are beginning to adopt the platform.
He has also served as a judge at Parallel18, further strengthening his ties to the broader startup ecosystem. Based in San Francisco, he continues to expand the company’s reach across key global markets. His leadership represents a new wave of AI-enabled selling models where product adoption and customer value replace classic sales-led muscle as the primary engine of growth, reflecting broader market trends where automation, usage, and self-serve simplicity are key growth levers.
Eugenio Raffo: VP Marketing, Cervecería y Maltería Quilmes
As VP Marketing at Quilmes Argentina, Eugenio Raffo’s GTM leadership focuses on transforming business models through innovative marketing and strategic change. His long career in multi‑market roles shows how marketing excellence can elevate brand relevance and drive broader commercial success.
Daniela Restrepo: Principal, Publicize
Daniela Restrepo is a central figure in tech PR and GTM storytelling that spans across startups and larger enterprises from Publicize’s hubs in Medellín and Barcelona. Her work focuses on shaping GTM narrative strategies that elevate visibility, cultivate thought leadership, and accelerate market positioning — all critical for early and mid‑stage tech businesses in Latin America.
Restrepo also plays a community role through mentorship, speaking engagements, and editorial contributions that nurture future communications talent in the region. Her ability to blend strategic communications with ecosystem building has helped numerous brands build resonance across media and customer segments in the LATAM market.
