CASE STUDY 04 · GTM · MARKET EXPANSION · LATAM
Opening a market that no one in the team could reach
Taking a global enterprise brand with no LATAM presence and building the GTM foundation to enter the market. From vertical selection to localised messaging to live pipeline with top-tier accounts.
🞈 Ongoing
THE SITUATION
A global market leader with a strong EMEA & NA footprint, but in LATAM, virtually invisible. Just 2 existing clients, no brand awareness, no regional GTM motion, and a team with no language capability or cultural familiarity with the market. The opportunity was clear. The path wasn't.
I was the only person on the team with the combination needed to unlock it: native Portuguese, conversational Spanish, 4 years of LATAM market experience, and deep knowledge of the product and industry. What started as an expanded scope quickly became a leadership responsibility.
WHAT I DID
- Defined the regional GTM strategy: identified which verticals and industries represented the strongest product-market fit for LATAM, from scratch
- Built the ICP and account mapping for the region, adapted to local market dynamics rather than copying the EMEA model
- Owned all prospecting messaging: wrote localised outreach in Portuguese and Spanish, culturally adapted rather than just translated
- Adapted existing materials into market-relevant content that resonated with LATAM buyers
- Coordinated cross-functionally beyond my formal remit: bridging language and knowledge gaps across sales, pre-sales and leadership who couldn't operate in the market independently
"This wasn't just about marketing. It was about being the bridge between a global brand and a market it had never spoken to."
THE OUTCOME
- Multiple opportunities with top-tier enterprise accounts: generated within the first 2 months of active outreach
- GTM and ABM frameworks now in place as a scalable foundation for continued regional expansion
- Established the company's first meaningful brand presence and pipeline in the LATAM market