.png)
.jpeg)
To Sell in This Industry, You Need to Dine With Your Clients | MADE IN LATAM EP16
In this episode of *Made in Latam*, Carolina Franco, Head of Marketing LATAM at Mustad Hoofcare Group, shares lessons from working across industries including spirits, beauty, and equine hoofcare. She explains that entering the horseshoe industry required humility: first understanding the market and customer needs, then applying familiar marketing methodologies—showing that marketing principles can transfer across sectors.
A key discovery was the close relationship between customers and brands in the hoofcare industry, where professional ties can become genuine friendships through shared meals, familiarity with customers’ families, and direct product feedback. This helped her understand consumers more personally. She also highlights cultural differences across Latin America, including Brazil’s openness in expressing emotions and celebrating colleagues’ achievements, and how culture shapes brand-customer relationships.
Carolina discusses digital transformation as another major challenge: in late 2019, Mustad was preparing to launch e-commerce across several Latin American markets even though many customers were not yet used to online shopping. The pandemic in 2020 accelerated digital adoption and helped develop a new sales channel. The conversation also covers artificial intelligence, leadership, brand building, and why marketers must understand broader business objectives beyond their own metrics. The full discussion is available in Episode 16 of *Made in Latam*.
In this episode of Made in Latam, we talk with Carolina Franco, Head of Marketing LATAM at Mustad Hoofcare Group, about the lessons she has learned while working across very different industries, from spirits and beauty to equine hoofcare products.
Entering the horseshoe industry presented a new professional challenge. Despite her extensive marketing experience, Carolina explains that her first step was to approach the market with humility, understand its unique characteristics, and learn about her customers' needs. Only then did she begin applying the methodologies she already knew, showing that marketing principles can work across different industries.
One of Carolina's biggest discoveries was the close relationship between customers and brands in this sector. Unlike her previous experience in consumer goods, these relationships can develop into genuine friendships. Sharing meals, getting to know customers' families, and receiving direct feedback on new products became part of a dynamic that helped her understand consumers on a much more personal level.
These relationships also taught her the importance of understanding cultural differences across Latin America. Carolina shares her experience in Brazil, where she was struck by how openly people express their emotions, even when celebrating their colleagues' professional achievements. This experience helped her reflect on how culture influences the relationship between brands and their customers.
Digital transformation was another major challenge in her career. In late 2019, Mustad Hoofcare Group was preparing to launch its e-commerce platform across several Latin American markets, even though many of its customers were not yet accustomed to shopping online. When the pandemic arrived in 2020, this initiative became an opportunity to accelerate digital adoption and develop a new sales channel.
These are just some of the lessons Carolina shares throughout the conversation. We also explore artificial intelligence, leadership, brand building, and why marketing professionals need to understand business objectives beyond their own metrics.
If these experiences sparked your curiosity and you want to learn more, discover the full conversation in Episode 16 of Made in Latam.
.jpeg)
