Category: Newsroom

Why Localization Is the Key to Marketing Success in Latin America

Latin America is anything but uniform—and for brands, that’s a strategic advantage. In this article for PRODU Opinión, Camila Quintana, Sales Director at Locala, explores why treating LATAM as a single market is no longer viable, and how localized intelligence can unlock meaningful performance. From Mexico City to Lima, she explains how brands that tailor their media strategy, messaging, and activation to hyperlocal behavior see stronger results—online and in-store.

Backed by campaign data from Mexico, Chile, and Peru, Camila shares how location-driven strategies are transforming advertising into real-world impact.

“When women lead, marketing becomes more inclusive and diverse.”
– Janis Ramos, VP of Sales Enablement, North America, Locala

As part of Women’s Month, Janis Ramos spoke with PRODU about the evolving role of women in marketing leadership — and the tangible impact of inclusive leadership on business outcomes.

In the interview, Janis dives deep into the systemic challenges many women still face in advancing their careers: unconscious bias, lack of mentorship, limited representation at the executive level, and the ongoing struggle to balance professional growth with social expectations around caregiving.

But she also shares hope: companies are increasingly recognizing the value of diverse leadership, prioritizing gender equity through mentorship programs, pay transparency, flexible work policies, and measurable DEI goals.

At Locala, we’re proud to walk the talk. From our self-leadership programs and unconscious bias training to inclusive parental leave and women’s health benefits, we’re building a workplace where everyone has the opportunity to grow, thrive, and lead. Initiatives like Pink October, which supports women’s cancer research, further reflect our commitment to inclusion both inside and outside the organization.

Read the full interview with Janis to learn how marketing can become a true driver of equity and innovation when more women are at the table.

In a constantly evolving Latin American advertising ecosystem, Camila Quintana, Sales Director at Locala, shares key trends and the role of geolocation in optimizing ad investment.

Quintana highlights the rise of retail media, e-commerce, and the adoption of artificial intelligence in the region. “We are seeing much more targeted advertising strategies, real-time campaign optimization, and an increased use of advanced geolocation,” she says. She also emphasizes the expansion of omnichannel marketing as a key factor in the industry’s growth.

With the growing demand for precision and measurement, Locala provides hyperlocal segmentation and real-time data to enhance campaign performance. “Our focus on visit attribution allows advertisers to accurately measure the ROI of their geolocated advertising,” explains Quintana, underscoring the use of automation and artificial intelligence to improve efficiency.

Locala is preparing for the phase-out of third-party cookies by developing alternative targeting models based on geolocation and contextual data. “We implement strategies using first-party data and leverage artificial intelligence to analyze behavioral patterns in an ethical way,” Quintana assures.

In Latin America, industries such as retail, e-commerce, automotive, tourism, and financial services are leading investment in geolocated advertising. Quintana sees great potential in the expansion of DOOH (Digital Out-of-Home) advertising and its integration with mobility data.