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Building a Scalable LATAM Growth Machine

Driving Regional Expansion, Pipeline Growth & Market Penetration Across the Americas with multi-year impact across events, campaigns, partner alignment, and demand generation

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Overview

SolarWinds needed to expand aggressively into the Latin American market — one of the fastest-growing but most operationally complex regions.
I led all Channel & Field Marketing across LATAM, driving pipeline creation, event strategy, demand generation, and partner engagement across more than six countries simultaneously.

My work supported a multi-year climb in product adoption, partner alignment, and regional revenue — culminating in reaching a $10M quota in 2021.

The Challenge

NA partners faced a fragmented enablement experience:

A Diverse, Fragmented Market

Multiple countries, languages, and business cultures required tailored campaign strategies — not a one-size-fits-all approach.

Growing Competition

LATAM cybersecurity and IT operations markets expanded rapidly, demanding stronger, more visible GTM motions.

Need for Scalable Partner Enablement

With hundreds of partners and resellers, SolarWinds required a structured model to support launches, annual targets, and quarterly demand-gen goals.

My Role

Regional Strategy & Execution

Pre-launch partner communications

  • Designed quarterly demand-generation strategies across all major LATAM .

  • Balanced digital initiatives, events, partner co-marketing, and direct outreach

Event & Field Marketing Leadershipement

  • Managed 40+ regional trade shows, partner conferences & technical events
  • Included industry shows, hosted conferences, and SolarWinds-led roadshows

Campaign Innovation: “Campaign-in-a-Box

  • Created  ready-to-launch marketing kits for partners
  • Included graphic assets, product copy, pricing templates, funnels, and social content

Partner Ecosystem Enablement

  • Increased visibility and product knowledge across resellers & distributors

  • Educated partners on product enhancements, launches, and sales enablement tools

Demand Generation & Lead Flow

  • Consistently met weekly, monthly, and quarterly lead-generation targets
  • Engineered funnel systems that captured customer intent even without direct sales rep involvement

Results

40% YoY Growth in LATAM

Achieved through multi-year campaign leadership, partner marketing, and strategic events.

Reached $10M Quota in 2021

Exceeded expectations, supporting transformative revenue expansion.

20% Lift in Lead Generation

Driven by better targeting, improved messaging, and consistent event cadence.

30% Increase in Market Share in Key Subregions

Powered through strategic channel campaigns and localization efforts.

Dozens of Events Executed Seamlessly

From Mexico to Argentina to the Caribbean — consistent, professional, measurable.