Santiago Lizaso: New performance strategies

In this episode of Desde el búnker, we interview Santiago Lizaso, an expert in growth strategies for Latin America. Santiago worked for many years at Meta and currently serves as Growth Director at Rappi.

Together with Tomás Balmaceda, this season's host, he shares what day-to-day life looks like in the world of digital marketing when the technical and strategic aspects merge to achieve concrete results. He explains that his role involves managing investments on platforms like TikTok, Meta, and Google, always with the goal of maximizing the impact on user acquisition and sales. "It's like the least sexy part of social media," he confesses, highlighting the importance of impeccable execution and measurement in each campaign.

Santiago also reflects on the last 20 years in digital marketing: from the challenges of the lack of traceability in the pre-social media era to the transparency that technology initially brought. But with the increase in privacy regulations, he says, "everything started to become a little more opaque again," complicating access to user data and forcing them to work with intermediaries to resolve this new reality.

With Latin America's economy under pressure, Santiago also offers key advice for startups: "Today, startups need to demonstrate that their value proposition is profitable. Growth can come later, but first, you must find a niche market where users value what you offer." Finding and conquering a niche market is essential, prioritizing long-term, sustainable growth before launching into expansion.

Don't miss this episode and hear firsthand from one of the most authoritative experts on this topic.