LUIS BELLANI
Bilingual Go-to-Market Partner for Latam with 15+ years in regulated fintech and enterprise software serving F500 clients. Partners closely with Product and Sales to turn market insight into commercial results.
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About Me — Go-to-Market Partner for Latam
As a Go-to-Market Partner for Latam with over 15 years of experience, I lead B2B demand generation and go-to-market strategy end to end: I set the campaign frameworks that guide execution, partner directly with product and sales leadership on positioning, and direct the development of sales-enablement assets alongside design and content teams.
Beyond strategy, I own the full marketing mix: I lead regional events and sponsorships, direct the sales-enablement content that helps close deals, and manage the internal teams and outside agencies responsible for delivery.
Work Experience
Jul 2025 – Sep 2026
Product Marketing Manager B2B
Ripio
- Led go-to-market across six LatAm markets, building a distinct strategy per country based on product mix, regulation, and business priorities.
- Drove go-to-market for Ripio’s B2B portfolio (on/off-ramps, local stablecoins, Crypto-as-a-Service), aligning launch timing with Product and Compliance.
- Translated customer and competitive insight into pitch decks, implementation guides, and whitepapers, giving Sales a market-informed edge across the deal cycle.
- Ran partner co-marketing: co-branded announcements, joint events, and podcast/Spaces appearances.
- Planned and ran one-to-few and one-to-many events and webinars.
- Managed PR and paid media agencies and budgets, acting as internal project owner across design, paid advertising, and customer experience.
- Managed PR and media relations with tier 1 business and technology outlets across the region.
- Managed direct reports within the marketing team.
- Ran Ripio’s AEO program with Profound, tracking brand presence in LLM answers and closing content gaps.
- Ran ABM through appointment-setting agencies and direct mail, coordinated with the commercial team.
- Ran outbound to integration partners distributing local stablecoins via Apollo and LinkedIn Sales Navigator.
- Designed and deployed agents in Hermes, hosted on a VPS and connected to Gemini, OpenAI, and Claude, integrated with HubSpot, Apollo, and other marketing tools, with team access via Slack and Telegram. The agents ran scheduled jobs autonomously: detecting lead signals from online activity, updating the CRM, generating reports, and drafting weekly newsletter emails.
Apr 2023 – Jul 2025
Product Marketing Manager OTC
Ripio
- Product marketing for Ripio’s OTC product, aimed at high-net-worth individual (HNWI) investors.
- Led campaign strategy with the design and paid advertising teams, and oversaw delivery of go-to-market campaigns.
- Managed the PR agency, KOL and influencer programs, and media relations with tier 1 business and technology outlets.
- Ran activations and brand presence at financial sector events, and kept regular relationships with Cámara Fintech and AmCham Argentina.
- Set up HubSpot CRM and marketing tools from scratch, and owned campaign optimization, marketing automation, and reporting.
- Planned and ran one-to-few and one-to-many events for HNWI investors, from small groups to large audiences across the financial sector.
Dec 2022 – Apr 2023
Senior Manager, Digital Marketing LatAm
Veeam Software
- Promoted to Senior Manager based on demonstrated regional impact and consistent delivery against LatAm digital marketing targets, continuing as the regional Source of Truth for digital marketing across LatAm.
Mar 2019 – Nov 2022
Manager, Digital Marketing LatAm
Veeam Software
- Served as the LatAm point of contact for Veeam’s Global Campaigns Team, bringing global campaigns, tracks, and assets down to the region with local flavor across Hispanic America and Brazil.
- Operated under a High Velocity Selling framework, generating and nurturing leads through a defined funnel (ML → MQL → SQL → Pipeline) in partnership with Sales — consistently meeting marketing’s SLA commitment for pipeline influence across LatAm.
- Served as the regional point of accountability for LatAm inside Veeam’s global marketing organization — split across specialized functional teams (paid media, SEO, design, automation, email, localization) based remotely across multiple time zones (Bucharest, St. Petersburg) with their own management lines — driving alignment and timely, locally-relevant execution without formal authority over those teams, while reporting directly to a US-based Global Director.
- Negotiated and managed the region’s digital marketing budget directly with Global leadership, allocating spend across markets and channels to meet LatAm’s commercial priorities.
- Served as the single point of contact for local field marketing managers across LatAm, translating field needs into execution with global production teams — including end-to-end ownership of regional events, from planning through on-site delivery.
- Partnered with product and sales leadership to refine regional messaging strategy and sales-enablement assets.
Feb 2018 – Mar 2019
Head of Marketing
Inclusion. The Cloud Company
- Sole marketing lead for a technology partner and software factory reselling SAP, Salesforce, and AWS — owning marketing strategy and budget end-to-end, from digital demand generation to in-person customer events.
- Secured and administered co-op marketing funds from technology partners (SAP, Salesforce, AWS), allocating vendor-funded budget against demand-generation programs.
- Created client- and partner-facing presentation materials supporting sales conversations and technology-partner relationships.
May 2016 – Jul 2017
Digital Marketing Manager
Randstad
- Served as a point of contact between Global and Local Marketing for all things digital.
- Coordinated all digital activity across PPC, SEO, paid media, design, automation, email and localization.
- Coordinated the work of local digital and design agencies, and freelance collaborators.
Dec 2015 – May 2016
Head of Growth
Ripio Bitcoin Wallet
- Drove installs and signups for the wallet and grew the BitPagos merchant portfolio.
- Educated new users on crypto to convert them into first-time buyers.
Nov 2014 – Nov 2015
Performance Marketing Regional Coordinator
OLX Group
- Managed the regional performance budget and a portfolio of 50+ ad networks, negotiating rates and shifting spend toward the best-performing sources.
- Drove app installs and user activation across LatAm, optimizing for users who posted or bought on the platform.
Jul 2013 – Nov 2014
SEM Specialist, LatAm Emerging Markets
OLX Group
- Owned all PPC channels for the region.
- Led insourcing of online marketing accounts from a France-based agency to a local Argentina team.
- Managed search, display and remarketing in-house, lifting listings 30% in the first 3 months.
Apr 2012 – Jun 2013
Search & Performance Analyst
Global Mind 360
- Ran PPC for major retail and services accounts in Argentina against KPI targets.
- Planning and budget administration.
- Client-facing presentations.