D2C · Fashion · Global
Brand from cold-start, in five markets at once.
The client's LATAM expansion needed regional brand awareness built fast, alongside a CRM pipeline that could pace with rapid acquisition. The work covered audience calibration across five markets — each with its own fashion sensibility, price sensitivity and channel mix.
Challenge
The starting point
LATAM isn't one market. Mexico, Brazil, Argentina, Chile, Colombia each had different fashion-cycle behaviour, different language calibration, different price expectation, different e-com maturity.
Approach
What I did
Market-by-market audit
Five separate audience profiles. Five separate channel strategies. Common platform, calibrated execution.
CRM pipeline build
Lifecycle email/SMS/WhatsApp programmes calibrated to each market's preferred channel mix.
Brand-tone calibration
Language register specific to each market — not just translation.
Performance + brand mix
Performance-heavy in markets with cold-start, brand-weighted in markets with maturity.
Lessons
What this engagement taught
Regional ≠ national. The temptation to template across LATAM is the most common and costly error.
CRM is the multiplier on cold-start acquisition. Without a retention layer, CAC compounds badly.
Tone calibration earns its keep.
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