Brand Marketing Latin America

Soriana Ecommerce Director Rafael Castelltort Explains How Grocers in Mexico Are Racing to Ring Up Online Sales

Grocery and general merchandise retailer Walmart has 4.5 million e-commerce customers in Mexico, and its competitors, like E-commerce Director Rafael Castelltort at Soriana, tell Portada how they are racing to sell groceries online, building new digital infrastructure, deploying machine learning, creating alternatives to credit card payments and launching websites highly customized for e-commerce and home deliveries.


#PortadaLat Speaker-PepsiCo’s Ricardo Arias-Nath: “I Constantly See Proofs that a Good Narrative Can Make a Pale Story Colorful.”

Pepsico’s Latin America Beverages Chief Marketing Officer Ricardo Arias Nath is going to be one of the highlights at our ninth annual PortadaLat conference next month in Miami. In his keynote speech on June 8, Arias Nath will speak about “How Innovation shapes PepsiCo’s Latin American marketing strategy.” We interviewed Arias Nath who answered several questions about PepsiCo’s approach to Latin American marketing.


VW’s Giselle Fiumara: “We do not Envision Major Changes With PHD”

Volkswagen last week announced that it has selected Omnicom’s PHD as its global media agency after a long competitive review. Previously , WPP’s Mediacom had handled most of the business, including in the U.S. market.Latin America is an important market for the German automaker Volkswagen, who according to Kantar Media spent more than US $3 billion on measured media worldwide in 2014. Portada interviewed Giselle Fiumara, Global Marketing Communications Manager LatAm at Volkswagen, on the company’s Latin American strategy.


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7 Key Takeaways on Data, Technology and Marketing that You Missed From #PortadaMIA

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Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Two years ago, the large-format retail store chain Curacao, headquartered in Los Angeles, began to send out automated emails based on customers’ interactions on Curacao’s website. The results have proven impressive, and Curacao plans to roll out new features offered by its automated emailing tool in the coming months.