In a market where most marketing leaders are still trading polished decks for measurable outcomes, Alexis Soubran has become something of an exception. Based in Mexico City, the entrepreneur, author, and revenue strategist has built a reputation across Latin America for solving the one problem global brands consistently underestimate when expanding into the region: turning visibility into actual revenue.
We had the opportunity to sit down with Alexis Soubran, CEO of Minimalist Agency and author of Oops, I Bought It, to learn more about his work as a fractional executive helping international brands navigate Latin America’s most competitive market.
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A New Breed of Marketing Leader
Soubran does not introduce himself as a fractional CMO, even though that is what most of his clients hire him for. He prefers the term Revenue Systems Operator — and once you understand his methodology, the distinction matters.
“Most companies entering Mexico hire a fractional CMO, a performance agency, an influencer agency, a production team, a CRM vendor, and an analytics dashboard,” he explained. “Each function reports to a different stakeholder, optimises for a different KPI, and works without visibility into the others. That is not a system. That is a coordination tax.”
His thesis is simple but unusual in an industry famous for vanity metrics: marketing should be governed like a financial operation. Every channel, creator, campaign, and lead should feed back into one connected decision loop — measurable, accountable, and reviewed weekly.
It is a philosophy that has attracted some of the most demanding global brands in the world.
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A Decade of Global Brand Partnerships
Soubran’s client portfolio reads like a roster of the most ambitious global names operating in Latin America: SharkNinja, AMD, Bitso, Edenred, Zeekr, Lynk & Co, Nintendo, OnePlus, Miele, Motorola, Royal Canin, and Thermo Fisher Scientific, among many others.
Through his agency, Minimalist, he has secured partnerships that very few independent operators in the region have managed to obtain: Google Premier Partner status, Meta Business Partner certification, and one of the first four TikTok Marketing Partner appointments in all of Latin America.
What separates Soubran’s work, however, is not the logos. It is the results.
For Bitso, Latin America’s largest cryptocurrency exchange, his team built a mobile acquisition system that delivered a 400% increase in conversion rate, a fivefold increase in monthly registrations, and a 240% improvement in user quality — work that earned a nomination at the Google Premier Partner Awards.
For SharkNinja Mexico, he architected a creator-led ecommerce system that generated 131.3 million views, 118.2 million in reach, and over 8 million genuine interactions across TikTok, Instagram Reels, and YouTube — with more than 800 pieces of content distributed under one operating logic.
For AMD, his system delivered 154,000 high-intent retail clicks and a 43% year-over-year unit sales lift.
For Edenred, a B2B fintech most marketers would never associate with TikTok, he proved the platform could deliver +259% conversions, -65% cost per interaction, and a 12:1 return on investment.
These are not numbers an agency typically shares on a website. They are the numbers a CFO asks about during budget review.
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The Perfluencer Marketing Framework
In 2025, Soubran published Oops, I Bought It: What’s Behind Influencer Marketing, a book that codifies the methodology behind much of his work. Inside, he introduces a framework he calls Perfluencer Marketing — the fusion of influencer marketing with performance accountability.
“Influence is instinct. Stories are strategy. Data is truth,” he writes. The idea is that creator content should be measured with the same rigour as paid media, and paid media should be amplified through authentic creator content. Brands that adopt the framework consistently achieve 4:1 ROAS, well above the industry standard of 1.5–3:1.
The book has become quietly influential among marketing leaders across Latin America, particularly those running global brands in industries like consumer electronics, fintech, automotive, and ecommerce — sectors where the gap between attention and revenue is widest.
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Why Fractional Leadership Works for Global Brands in Latin America
The fractional executive model has exploded worldwide. According to LinkedIn data, the number of professionals identifying as fractional leaders grew from roughly 2,000 in 2022 to over 110,000 by early 2024. The reason is simple: companies are realising they can access senior strategic talent without committing to the cost of a full-time executive.
But in Latin America, the supply side of that equation is thin. Most fractional CMO directories are populated by United States-based operators offering remote support, fluent in English-language playbooks but unfamiliar with the cultural, regulatory, and platform-level realities of selling in Mexico, Argentina, Colombia, Chile, or Peru.
This is the gap Soubran has spent a decade filling.
He offers three engagement modes: a Revenue Systems Diagnostic for fast strategic audits, a System Build for project-based work like market entry or attribution architecture, and a Fractional Operator retainer for embedded senior leadership across strategy, media, creators, and CRM.
“For global brands entering Mexico, the difference between success and a quiet failure is rarely the product. It is whether someone on the ground understands how demand is actually created in this market,” he said. “That is what I build.”
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Beyond the Boardroom
Soubran’s profile is unusual for a marketing executive. He is the vocalist and composer of Cavane, an indie rock band based in Mexico City whose influences include Zoé, Porcupine Tree, Pink Floyd, and Soda Stereo. He is a lecturer at Escuela de Mercadotecnia (EDEM) and faculty at Colectivo 23 / Kätedra. He has spoken at the Merca2.0 National Digital Marketing Congress. He speaks Spanish, English, and Italian.
It is a creative range that, when you talk to him, clearly informs his work. His marketing thinking is unusually attentive to culture, narrative, and consumer psychology — not just funnels and dashboards.
“The brands that win in Latin America are the ones that understand it is not just a translation exercise,” he said. “It is a culture exercise. The marketing systems need to be local. The judgement needs to be local. The numbers, however, need to be globally accountable.”
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What’s Next
With offices in Mexico City and Buenos Aires, Soubran is currently expanding his focus to brands entering Latin America from Europe and Asia. Cavane releases a new EP in Q4 2026. And the demand for his fractional engagements continues to grow, driven by what is now an inevitable trend: global brands are increasingly looking south, and the talent pool capable of leading their expansion is small.
For those wanting to follow his work, Soubran shares his strategic thinking on Medium, his portfolio of case studies on his website alexisoubran.com, and his book Oops, I Bought It is available on Amazon.
He is also active on LinkedIn, where most of his client conversations begin — and on Instagram, where his audience continues to grow.
If the future of marketing belongs to those who can connect strategy, data, culture, and creative execution into one operating system, Alexis Soubran is already there. Most of Latin America is just starting to catch up.
