Marketing Director · International launch
INITA.
Positioning, product-market-fit testing and the launch of an AI service for small businesses across four international markets.
Go-to-Market Strategy for Latin America
I led the development of INITA's go-to-market strategy, covering positioning, product validation, audience selection, and user acquisition.
Positioning and product discovery.
I defined the product's positioning and ran interviews with potential customers. Their feedback shaped new features and refinements to the product.
Target segment.
We chose small business owners in Latin America as our core audience.
Launch campaign.
The campaign was built on a key insight: Latin American content creators regularly pick up and repost content from leading US tech influencers, whom their audiences see as credible. We identified the most-cited US tech experts on Twitter (X) and commissioned them to publish reviews and stress tests of our service. Latin American bloggers then picked up and amplified the story. This generated 4 million views on TikTok across the region and a large flow of new leads for product testing.
Performance optimization.
We kept improving acquisition through AI-generated creatives, iterating quickly on what performed. This brought our cost per acquisition down to $0.90.
Selected work
Campaign creatives
Creator integrations
