Alexis Soubran

Musician and CEO in Mexico City

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Alexis Soubran — CEO @ Minimalist Agency | GTM + Growth in Mexico & LATAM

Alexis Soubran is the CEO & partner at Minimalist Agency, helping global brands launch and scale in Mexico and Latin America through GTM strategy, performance media, creator systems, and measurable experimentation.

I build scalable, measurable growth engines that connect Go-To-Market → creative → performance media → creators → measurement—so demand and revenue compound (not vanity metrics). Minimalist is recognized as a Google Premier Partner, Meta Partner, and an early TikTok Marketing Partner in LATAM—unlocking platform access, betas, and playbooks that reduce trial-and-error and accelerate learning in-market.

TL;DR

• I turn global brand direction into Mexico/LATAM market fit + execution.
• I fuse performance + creators with measurement so it scales like a system.
• I optimize for business outcomes: CAC, ROAS, conversion value, retention, incrementality.

WHAT I DO (THE STACK)

GTM Strategy (Mexico + LATAM)
Category entry, positioning, channel mix, launch sequencing, creative angles, and measurement design—built for execution, not decks.

Performance Marketing (Full-funnel)
Paid social + search optimized to CAC/ROAS/conversion value (and retention when applicable). Creative testing, audience strategy, CRO alignment, and incrementality-driven budget allocation.

Influencer Marketing OS (Perfluencer Marketing)
I coined “Perfluencer Marketing”: creator storytelling fused with performance measurement so creator programs don’t get trapped as “awareness only.” Briefs, sourcing, production loops, whitelisting/Spark, paid amplification, and reporting—built to compound across products, seasons, and markets.

Measurement & Experimentation
Clean tracking, dashboards, governance, and a consistent test cadence so decisions stay grounded in what actually moves demand.

SELECTED IMPACT (PROOF)

• SharkNinja (Mexico): CryoGlow launch hit $21.7 CPA using TikTok Ads + creators.
• SharkNinja Detect Pro: drove +662% search interest via creators + performance + partnerships.
• Shark Beauty (Buen Fin): +310% e-commerce sales YoY with 6.5M interactions through integrated performance + creators + production.
• Published case study (Marketing4eCommerce, Feb 2026): SharkNinja x Minimalist scaled influencer marketing in ecommerce with 131.3M views, 118.2M reach, 8.3M real interactions, and ~6% WER using product-based creator architecture.
• AMD (Paid Media + eTailer growth): built a high-intent “Click eTailer” system across TikTok/Meta/Google—154K high-intent clicks (+152% YoY), 34.7M reach at 1.45% CTR, +62% budget scaled YoY, and -33% CPL. In a peak period: 10.98M impressions, 83K clicks at $0.09 CPC, and +43% unit sales YoY (25,902 additional units).
• Edenred (B2B on TikTok): +259% TikTok conversions and -65% CPI.
• Bitso (App Growth): +400% app conversions and +240% retention.
• Credijusto (Demand Gen): 19x conversion value, 6.8x ROI, -16% CPA.
• HiPP Organic (Amazon Ads): reached #1 seller position in category through structured commerce growth execution.
• Automotive GTM (Mexico): supported Lynk & Co and Zeekr GTM alignment—connecting performance + creative + creator workflows for launch and sustained demand (plus broader Geely ecosystem experience).

BRANDS & ECOSYSTEMS

AMD, Airbnb, Bitso, SharkNinja, Bimbo, Zeekr, Uber Eats, Edenred, Lynk & Co, OnePlus, Miele, Geely, Moonactive, Reebok, Thermo Fisher Scientific, Petco, Suzuki, Sabadell, Royal Canin, Broxel, Claro VR, Fundación Televisa, Ecoce, and more. Also included: Mixue, Nintendo, Motorola, Casillero del Diablo, PlayCity Casino, Tulum Crypto Fest.

TEACHING, SPEAKING & WRITING

Instructor at EDEM and Kátedra (Merca2.0 schools). Speaker at CNMD 2024 (Merca2.0): “Performance, Production & Influencers — Integrated.” Author: “Oops, I Bought It: What’s Behind Influencer Marketing.” Contributor at YouScan.

LET’S COLLABORATE

If you’re a CMO, Growth Lead, or Country Manager building Mexico/LATAM growth, I can help you validate the GTM, build the channel system, and scale with measurable outcomes.

Book an intro: https://calendly.com/alexis-soubran/contact
Portfolio: https://www.canva.com/design/DAGc42vbGRA/pFxaRSXq9T0Kevaz_7B8aA/view

Focus areas:

GTM Mexico, GTM LATAM, performance marketing Mexico, TikTok Ads, Meta Ads, Google Ads, influencer marketing Mexico, creator commerce, measurement, experimentation, incrementality, full-funnel growth, app growth, demand generation, e-commerce growth, Amazon Ads Mexico, automotive marketing Mexico.