Gustavo Casas

Head of Marketing Strategy & GTM, LATAM Ads @ Mercado Livre Brasil

About

For 17 years I've led the marketing strategy that brings advertising products and brands to life — crafting narratives, GTM playbooks, and partner programs that move budgets and build long-term brand commitment. At Google and Mercado Livre, I've operated as a senior marketing leader at the intersection of brand strategy, sales enablement, and market development — translating complex platform capabilities into compelling stories for CMOs, sales teams, and C-suite partners. Key results: $10M+ in incremental revenue influenced, 15% budget upsell across 9 enterprise partners, and GTM toolkits adopted by global sales teams. I'm data-fluent — not because I'm an analyst, but because great marketing leaders understand what drives decisions. I operate at the intersection of data, storytelling, and sales enablement. I don't just analyze markets — I build and shape the playbooks, packages, and people that bring ad solutions to market with conviction. My edge is being data-fluent, turning insight into narrative, and narrative into growth.

Country

City

Brazil

Industry

Information Technology & Services

Skill

Go-to-Market Strategy, Data-driven Marketing, Consumer Insight, Brand Strategy, Storytelling, Market Research, Marketing, Data Analysis, Product Development, Integrated Marketing, Creative Strategy, Digital Strategy, Market Planning, Interactive Advertising, Brand Architecture, Project Planning, Interactive Marketing, Brand Development, Customer Insight, Online Advertising

Experience

Head of Marketing Strategy & GTM, LATAM Ads

Mercado Livre Brasil

2025-5 - Present · 1 yr 5 mos

→ Building the commercial intelligence engine for LATAM’s largest Retail Media Network, turning first-party data into GTM narratives, sales tools, and partner growth strategies. → Own partner marketing strategy for top-tier enterprise accounts by leading cross-functional teams to design joint growth programs, prove campaign ROI, and secure long-term advertiser commitments. → Drive advertiser share of media mix by designing insight-led ad solutions and partner enablement programs using LATAM's largest first-party retail dataset, building differentiated brand and commercial narratives that equip C-suite audiences with the business case to invest.

Head of Marketing Strategy & Insights, Large Customer Sales

Google

2021-12 - 2024-12 · 3 yrs 1 mo

São Paulo, Brazil

→ Generated $10M USD in incremental revenue and 15% budget upsell across 9 enterprise partners by designing and scaling Account-Based Marketing programs aligned to account-level revenue targets across LATAM, Canada, and Europe. → Drove a 10% average upsell in media plans by crafting strategic narratives positioning Google's data capabilities to partner C-suites — resulting toolkits were adopted as primary pitch materials by sales teams for 2+ years. → Built scalable GTM and audience research frameworks that became standard tools across LATAM; one publication ranked as the 2nd most-read piece on Think with Google Brazil, directly increasing partner product utilization.

Market Insights Lead

Google

2017-12 - 2021-12 · 4 yrs 1 mo

Market Insights Lead at Google

Group Marketing Strategy Director

Talent Marcel

2014-3 - 2017-12 · 3 yrs 10 mos

→ Led brand strategy for global clients, including Heineken, Honda, and Santander, while managing a team of 6 strategists, resulting in new client wins (Honda) and expanded business within existing portfolio brands. → Spearheaded the repositioning of Sol beer across LATAM and contributed to Desperados' global brand platform, translating cultural insight into creative strategy that shaped both regional and global campaigns. → Created Honda's first LATAM-made vehicle brand positioning, establishing a local strategic voice for a global automotive brand entering the regional market.

Academic Coordinator

MIAMI AD SCHOOL BRASIL

2012-1 - 2017-12 · 6 yrs

Teaching is a two-way path, especially when dealing with students aspiring to work in advertising: they don’t settle for the same old answers, so it’s fundamental to always keep up with the latest news and trends. As a coordinator and a teacher, my main challenge was to keep and improve the percentage of graduates hired after the course and maintain the school as the main reference to study advertising in Brazil.