A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

  • Despegar & Falabella

Despegar.com, Corp., the leading online travel company in Latin America, announced it has entered into an agreement with Falabella Financiero, a subsidiary of Falabella, through which both companies plan to establish a 10-year commercial agreement in Chile, Colombia, Peru, and Argentina, the term of which could be extended. Included in the transaction is the transfer of 100% share ownership of Viajes Falabella’s operations to Despegar.The acquisition of Viajes Falabella in Chile, Colombia, Peru and Argentina, together with the license to use the Viajes Falabella brand name has been agreed for a total consideration of US $27 million. The transaction assumes the transfer of these operations free of any financial debt.With this agreement, clients of both companies will have access to an enhanced travel and tourism product and service offering, through an omnichannel service model (online, call center and physical stores). In addition, customers will be able to access exclusive discounts, earn double CMR Points Falabella’s loyalty program, both at Viajes Falabella and Despegar, as well as an expanded product offering in exchange for CMR Points at Viajes Falabella.Viajes Falabella will maintain the brand, its network of physical stores and its digital platforms, to enhance the supply of products and services of Despegar.

  • Natura

Natura will take over the operations of The Body Shop in Latin America. Effective on May 2019, the shift is part of the Natura &Co group’s strategy to enhance synergies between its different brands and is in line with the transformation plan of the British cosmetics brand aiming to strengthen its presence in the region.Today, The Body Shop has about 160 stores in Latin America, including franchises and own stores, with presence in Brazil, Chile and Mexico. Natura’s Retail Director, Paula Andrade will also lead the operations of The Body Shop in the region, using the existing structures of the two businesses. A General Manager will be named in Brazil, where most of the stores are concentrated, as well as in Chile and Mexico.In Latin America, the plan includes: the adaptation of the global portfolio to regional specificities, with a greater emphasis on the fragrance and gift categories; a review of the store network management; the adoption of new systems to make The Body Shop retail more competitive; and increased brand awareness. In addition, the group wants to optimize The Body Shop production costs by using the Natura production facilities.Natura’s retail operation also continues to expand, with 37 own stores in Brazil and nine in international markets. In the second quarter, there are plans to open eight more stores in Brazil.

  • Santander

Santander has offered to take full control of its Mexican business through a 2.6 billion euro (£2.24 billion) all-share deal as the Spanish bank chases potentially higher returns available from Latin America. The deal proposed will unwind Santander’s listing of 25 percent of the bank on the Mexican stock exchange in 2012. The move is part of efforts to focus more on emerging economies while cutting costs to counter squeezed margins in mature European markets.The Mexico deal will also bring Santander head to head with Spain’s second-largest bank BBVA, which makes about 40 percent of its earnings from Mexico.Mexico is a highly profitable market, where Santander has set a mid-term target of 19-21 percent for the underlying return on tangible equity.Santander expects the transaction to have a return on investment of approximately 14.5 percent, to be neutral on earnings per share and to contribute positively to the group’s core Tier-1 capital ratio.


2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.


  • General Motors

General Motors has spent five years re-writing its playbook for making money in Latin America and the interior of China. Now, it’s show time for the first results of a project code-named GEM, for Global Emerging Market.The No. 1 U.S. automaker plans to unveil two small SUVs that will be part of a new family of sedans and SUVs the automaker forecasts will make up one in five of its global vehicle sales by 2023.This is just the opening salvo in a nearly US$5-billion bet by GM to sell up to 2 million technology-laden, modern-looking vehicles annually to consumers who today cannot afford GM vehicles designed for the United States, but may someday as their incomes rise.GM has finally found a way to make affordable vehicles in bulk for emerging markets, loaded with the technology that consumers want and still make a profit.The Chevrolet Tracker and the Buick Encore are the first tests of a new strategy for engineering vehicles to appeal to buyers in around 40 nations of the world’s middle class such as Brazil and Mexico.

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.


  • O Boticário

The internationally renowned Brazilian fragrance brand O Boticário is set to foray into the Gulf region’s largest beauty market Saudi Arabia along with its Dubai-based partner Millennial Capital.In this regard, a Memorandum of Understanding (MoU) has been signed with Saudi Arabia’s Al Malki Group (AMG). The agreement aims at key commercial objectives towards the implementation of a national development plan for introducing O Boticário brand in the Kingdom of Saudi Arabia.Saudi Arabia will be O Boticario’s second market in the Gulf region after UAE within a short span of time. O Boticário is the largest fragrance player in Brazil and has more than 4,000 stores across the globe. It is also the largest cosmetic franchise in the world with a six per cent market share in Latin America and an estimated USD 4 billion in revenue, according to Euromonitor International.

  • Air Europa

Over the past few years, Air Europa has been strengthening its route network between its hub in Madrid and Latin America, with flights to Guayaquil, Ecuador; San Pedro de Sula, Honduras and Cordoba, Argentina via Asuncion Paraguay, having been added in the last two years. The airline now flies to 16 designations throughout the South American continent and aims to increase capacity by 8.5 percent in 2019 by adding three new routes and increasing capacity in existing markets.Starting June 1, the Spanish carrier will begin flying between its base in Madrid to Puerto Iguazu, Argentina and Medellin, Colombia with twice and three times weekly frequencies, respectively, while June 3 will see the airline fly to Panama City five times weekly. The routes further connect Spain with Latin America, both connected by a shared culture and language, across both North and South America.The new incorporations of the type will help the carrier set pace for their fierce expansion plans in the region and continue to chase after Iberia, its close rival in the segment and a long-standing market leader between Europe and Latin America.

  • Despegar.com

As the leading online travel agent (OTA) in Latin America, Despegar.com has experienced a share price decline of approximately 50% over the past twelve months. However, despite investor disinterest in Despegar.com, the company continues to generate double-digit volume growth. Founded in 1999, Despegar operates under one primary brand, Despegar.com, which means “to take off” in Spanish.  A Latin American version of Expedia, Despegar offers airline tickets, hotels, bus tickets, car rentals, vacation packages, payment options, and other travel-related products and services.  Unfortunately for Despegar investors, macroeconomic turbulence swept across Latin America in 2018, depressing economic growth and causing currency declines across the region. As a result, travel volumes have been contracting. For all of these reasons, Despegar’s share price has declined by more than 55% since its 2018 high.


2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.


  • VILK

Almond drink Vilk, which was recently launched in Argentina, has chosen agency Woonky for its´ communication strategy.




2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)


Facebook has named Xóchitl Balzola-Widmann director in Mexico. Before joining Facebook she worked at companies like  Westwing Home & Living, Amazon, Dessault Systèmes 3DEXCITE and Activision Blizzard.






Cecilia Hugony has joined Despegar.com as strategy regional manager. In this role, Cecilia will be responsible for defining and implementing the regional strategy for the operations and areas of customer service for the travel agency.





Carlos Guevara has been appointed senior marketing manager for Mexico and Central America by Schneider Electric. The exectutive joined the company after working at Henkel and Honeywell.





Hernán Tantardini has been promoted to executive director by Grupo Cepas. He previously held the role of marketing and sales director.







A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Mary Kay

Iconic cosmetics company Mary Kay has officially opened its doors on September 1 and celebrated with a ribbon-cutting ceremony on September 15 in Lima, Peru. With a 54-year history, and operations in nearly 40 countries, this expansion strengthens Mary Kay’s already solid foundation in Latin America.The globally-recognized company, with millions of Independent Beauty Consultants around the world, made an initial investment of US$9 million USD in the Peruvian subsidiary. It is based in Lima, covering operations for the entire country. The company enters its newest market, following its recent and successful launch in neighboring Colombia in 2015.The concept of direct selling is more attractive than ever and has been growing in Peru for the past 40 years.



  • Despegar.com

Latin America’s largest online travel agency Despegar.com, which means “to take off” in Spanish, had an initial public offering.The company debuted at US$26 a share and its’ share price at the close of the day’s trading was US$31.78. Based on the above figures, the company has a market capitalization of US$2.135 billion — making the Latin America’s online travel site the seventh-largest publicly held online travel company in the world, as ranked by market capitalization. Despegar follows in market cap after Expedia Inc., Priceline Group, Ctrip.com, TripAdvisor, Trivago, and MakeMyTrip. The company will use the proceeds of its IPO  to continue growing. Some of that growth might be simply copying what has worked elsewhere as only one out of five airplane tickets are bought online in Latin America, compared with about one in two in the U.S.  According to Chief Financial Officer Mike Doyle, the company‘s priority would be to acquire businesses that are dominant in online travel. Founded in 1999, Despegar operates throughout Latin America, the U.S., and Spain, but its largest market is Brazil via its subsidiary Decolar.com.


To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.


  • Marriott’s Caribbean and LatAm

Marriott’s collection of Caribbean and Latin American resorts is offering a special group promotion through the end of the year. Group bookings at one of nine beachfront properties, including the JW Marriott Los Cabos and the Aruba Marriott Resort, located throughout the Caribbean & Mexico will receive the “Imagine That” package. The package includes 20 percent off spa treatments, a private check-in area, one upgrade to a suite at a group rate and one free room night for every 35 room nights booked, one complimentary VIP amenity with every suite upgrade, and a free 30-minute Meeting Imagined Themed reception or break.The promotion is valid on bookings made through Dec. 31, 2017.



  • Air France KLM

Air France KLM SA has teamed up with peer Gol Linhas Aéreas Inteligentes SA to launch a hub in Brazil’s northeastern region.Air France KLM and Gol said the new hub will be located in the city of Fortaleza, from where the French-Dutch giant carrier will operate five flights a week.





  • Avianca/Latam Airlines

Through a series of mergers, two major airlines have emerged in South America. Avianca is a major player in the northern part of the continent. LATAM is dominant in the south.Both are fighting for supremacy in Brazil, according to Business Insider. In 2009, Colombia’s Avianca merged with the El Salvador-based TACA Airlines. The two carriers now operate under the ownership of Avianca Holdings, which itself is a subsidiary of Brazil’s Synergy Group. Latam is a result of a 2012 merger between Chile’s LAN Airlines and Brazil’s TAM. The merged company is the largest airline in Latin America, with 46,000 employees operating subsidiaries in Argentina, Brazil, Chile, Colombia, Ecuador, and Peru.The northern countries of South America are a much more competitive market than the southern ones, where competition is generally among local carriers — with the major exception being Brazil. Brazil is South America’s largest and most competitive market. There isn’t a single dominant force there but four well-funded carriers. Avianca is represented by its sister company, Avianca Brazil, while latam is represented by Latam Brazil, the premerger TAM Airlines. The Sao Paulo-based Gol has become one of the strongest force in recent years. Nine-year-old carrier Azul is the fourth airline.Both Gol and Azul have proved to be ambitious in their growth within South America.


We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.



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