The Challenge
Xepelin is the digital CFO platform disrupting LATAM's $1M+ company network with automated financials and liquidity access. You'll transform this fintech into the region's most admired financial brand—owning narrative, PR, community, and digital distribution across Mexico and Chile.
Your Mission
Audit and refresh brand identity (purpose, personality, visual system) with regional consistency playbook for Mexico + Chile expansion
Launch 360° awareness campaign (offline + digital) measuring lift in brand recall and preference vs. competitors within 90 days
Build thought leadership pipeline: position 2-3 company leaders with published op-eds, podcast appearances, and media placements in top-tier fintech/business outlets
Establish brand governance framework: templates, tone guidelines, approval workflows to reduce production cycle time by 40%
Achieve 25%+ uplift in brand awareness metrics (aided/unaided recall) across target SMB and mid-market segments in Mexico
Deliver integrated PR strategy with sustained media presence: 15+ quality business/tech placements and 5+ thought leadership articles monthly
Build owned digital distribution system: newsletter, content hub, social amplification with 3:1 engagement rate benchmark vs. industry
Map marketing impact on pipeline: prove CAC reduction and pipeline velocity improvement tied to brand/awareness campaigns (at least 15% influence)
KPIs You'll Own
Brand Awareness (Aided/Unaided Recall)
Track quarterly brand lift among SMB/mid-market targets in Mexico and Chile; benchmark against top 3 fintech competitors.
Media Placements & Earned Value
Count quality PR hits in tier-1 business/fintech media; estimate earned media value and attribution to pipeline opportunities.
Content Engagement & Distribution ROI
Measure engagement rates (likes, shares, comments) and click-through conversion on owned/earned/partner channels; track cost-per-engagement.
Pipeline Influence & CAC Attribution
Model marketing's influence on pipeline progression from awareness to qualified lead; calculate blended CAC and payback period by campaign.
Brand Sentiment & Share of Voice
Monitor social listening and news sentiment; track share of voice vs. competitors in fintech and SMB finance conversations.
Tools & Stack
Your Team
Your Manager
CMO or VP Growth (not specified in posting)
Current Team
Agency partners for PR/design; implied small in-house marketing team needing leadership
New leadership hire to structure and scale marketing function
The Package
Salary
$95K-$130K base
Equity
Likely (Series B+ fintech standard)
Remote
On-site, Mexico City
Benefits & Perks
Company Intelligence
Xepelin is a LATAM fintech automating financial management and liquidity access for SMBs and mid-market companies. Backed by 1M+ active businesses in its network, it provides AI-powered cash visibility and risk intelligence to enable faster, safer decision-making.
Funding
Series B+ (implied by scale and regional expansion)
Customers
1M+ businesses (SMB to mid-market), primarily Mexico and Chile
Culture
Customer-centric, ownership-driven, intelligent risk-taking, leadership by example, tech-powered problem-solving
Is This Role For You?
- You've built and scaled brand narrative for B2B fintech, SaaS, or enterprise software—not just executed campaigns
- You can operate both strategy (defining brand equity) and execution (managing agencies, budgets, cross-functional teams, measurement)
- You're fluent in LATAM markets or have built regional brands; bilingual (Spanish/English) is a bonus
- You obsess over impact: tying marketing efforts to pipeline, CAC, and business outcomes—not just vanity metrics
- You thrive in fast-moving, ambiguous environments where you're building a function from the ground up
- You're a designer or content creator looking for a specialist role—this is leadership requiring full P&L ownership and team coordination
- You need a fully remote setup; this is on-site Mexico City only
- You can't speak to (or measure) business impact; you focus only on creative output or brand aesthetics
- You've only worked in enterprise B2B or government sectors and haven't operated in fast-growth startup/scale-up environments
Interview Process
Screening Call (30 min)
Recruiter or CMO validates background in fintech/B2B brand building and regional LATAM experience.
Marketing Strategy Case Study (take-home)
Develop 90-day brand and awareness strategy for Xepelin; include messaging, channels, metrics, and budget allocation.
Leadership & Execution Interview (60 min)
Deep dive on past campaigns: budgets managed, teams led, metrics achieved, and how you handled agency/stakeholder conflicts.
Founder/CMO Interview (60 min)
Vision alignment, fintech market understanding, and how you'd position Xepelin as the #1 brand in LATAM fintech.
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.