01
Fit first, budget second
Customer + offer + channel
Before putting more money in, I check that the customer, the offer and the channel actually fit.
Growth & acquisition · LATAM
I build acquisition systems that grow brands in LATAM.
I work in B2C and B2B. I bring paid media, organic and owned channels, creative and product into one system, and I make decisions with data.
8+ years · 5 LATAM markets
GrowthLATAM
> This is how I think about growth.CH. 02 ↓
02 · How I think about growth
Four things I apply to every project.
A single channel burns out fast. That’s why I connect traffic, conversion, retention and reinvestment, and keep adjusting every week.
02
Channels feed each other
Traffic > Conversion > Retention > Reinvestment
What I win in one channel, I use in the next.
03
Every test adds up
Test > Learn > Scale
What I learn from one test makes the next one cheaper.
04
I ship every week
Week by week
I measure progress by how many tests I launch and how much I learn from them.
> Here’s how I put it into practice.CH. 03 ↓
03 · How I build it
Every channel pulling in the same direction.
Paid media and organic channels work together with creative, owned channels and product. I move budget across Google, Meta and TikTok based on each one’s real incrementality, and I use AI to watch the accounts and speed up analysis.
- B2C and B2B, from SMB to Enterprise
- Multi-million budgets on Google, Meta and TikTok
- I’ve led performance and channel teams
> And these are the results.CH. 04 ↓
04 · Results
Some results.
CÉSAR CUÉLLAR
GROWTH & ACQUISITION
CDMX
YEARS IN GROWTH8+
PLATZI · 2023-NOW
ANNUAL AD SPENDMILLIONS USD
PAID CHANNELS3
STUDENTS7M+
JUSTO · 2022-2023
LATAM MARKETS5
ROI+35%
ENERGÍA NUTRITIVA · 2021-2022
REVENUE FROM PAID~90%
REVENUE+20%
CPL−18%
INSTITUTO 11 · 2019-2021
LEADS200K+
CONVERSION+25%
THANKS FOR VISITING
> Behind those numbers are a lot of brands.CH. 05 ↓
05 · Brands
Brands I’ve worked with.
Ed-Tech · Mexico · Q-Commerce · Colombia · F&B · Costa Rica · SaaS · Chile · Automotive · Peru · DTC · LATAM · Health & Wellness · Retail ·
> How I got here.CH. 06 ↓
06 · Career
I started in finance and stayed in growth.
COMPANYROLEPERIOD
Certifications
> What I learned, I now teach in a course.CH. 07 ↓
07 · Meta Ads course on Platzi
I teach Meta Ads the way I run it day to day.
How to structure the account, when to use CBO or ABO, tracking with Conversions API, Advantage+, how to experiment and how to measure what’s incremental.
Intermediate · 18 classes · 2 h of video and 10 h of practice · In Spanish
> Here’s what students say.CH. 08 ↓
01 / 09
> A bit more about me.CH. 09 ↓
09 · About me
Hi, I’m César.
I studied Accounting and Finance, started as a financial analyst at Ford and moved into marketing from there. I’ve spent 8+ years in growth and acquisition in LATAM, mostly in edtech and q-commerce. I started out running campaigns and over time moved on to designing the full strategy and leading teams across several markets. I live in Mexico City.
- What I talk about
- Growth, measurement and incrementality, Meta and Google accounts, and AI in marketing.
- Education
- Accounting and Finance at Universidad Anáhuac México. Finance and Banking at Escuela Bancaria y Comercial.
- Languages
- Spanish and English (C2)
> Let’s talk.CH. 10 ↓
10 · Contact
Message me on LinkedIn.
That’s where I reply fastest and where I post what I’m learning.
I post aboutMeasurement & incrementalityAccount structureCreativeGrowth systemsApplied AI