How to Manage Marketing Across 9 Countries at the Same Time | MADE IN LATAM EP14

In this episode, we talk with Paola Aliaga, LATAM Corporate Marketing Manager at YOBEL, about the challenges of managing marketing across different Latin American countries and the importance of adapting each strategy to the context of every market.

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Drawing from her experience managing nine countries, Paola shares lessons on leadership, B2B marketing, rebranding, regional campaigns, and the cultural differences that can completely change the way a brand communicates.

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Paola also talks about her experience as a woman in industrial environments and how resilience and emotional intelligence have played a key role in her professional growth.

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We also discuss how marketing goals connect with overall business objectives. Paola Aliaga explains that while each team may have its own goals, working in isolation can lead teams in different directions. That is why they have implemented OKRs, helping each area’s objectives support the company’s broader goals.

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In B2B, social media plays a different role. LinkedIn is not only a space for employer branding, but also a platform where companies can position themselves as providers, share useful content with clients, and create partnerships or business opportunities. On other platforms, the value may be more closely tied to visibility and the image potential clients find when they start researching a company.

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Rebranding is another topic covered in the conversation. Paola explains that changing a brand identity does not mean public perception will change immediately. Even after a well-received refresh, some people may still miss the previous colors or elements. These processes need time for the new brand to be understood and recognized.

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That need for adaptation becomes even more evident when working on regional campaigns. Paola recalls an experience where the same piece worked well in the Andean region, while in some Central American countries it was perceived as too aggressive. Testing helped identify those differences and adjust the campaign before taking it to every market.

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For brands looking to advertise in Latin America, her recommendation starts with understanding the people they want to reach. Knowing how they speak, behave, the cultural codes they use, and how they expect to see themselves represented can make the difference between a campaign that connects and one that simply feels adapted from another market.

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Finally, the episode closes with a challenge featuring expressions from different LATAM countries. Phrases that may seem easy to understand can mean something completely different across borders, offering a simple example of the cultural diversity present throughout the conversation.

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Watch the full episode on YouTube here 👇🏻:

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