Behind Valta, Martín Bellocq

I'm Martín Bellocq. I've spent over a decade driving growth for tech and fintech companies across Latin America.

I joined Ualá, the Argentine digital bank, in 2017, before launch, and was its CMO for eight years, part of the Executive Committee. I helped take it from zero to more than ten million users, from a seed round to a Series E. I owned user acquisition and co-owned activation and retention, and led the brand launches in Argentina, Mexico and Colombia. I built the marketing team from scratch to more than eighty people, covering the full spectrum: brand, design, paid media, owned media, partnerships, loyalty, communications, public affairs, analytics and growth.

Before that, five years at Google, where I went deep into digital business. I worked with hundreds of companies, SMBs and large accounts, from Mexico to Argentina, and with agencies too. My job was to understand each one's business, its needs and how it competed, and how Google could help it sell more, with brand and performance work. I went through nearly every industry: insurance, retail, ecommerce, telecommunications, automotive.

The foundation is numeric: Economics and Business Administration at the University of Barcelona, a master's in finance at San Andrés, and my first professional steps in Audit at Deloitte and Planning at American Express. That's where the weight I give the numbers comes from: ROI, CAC, LTV, payback. Measuring, analyzing and understanding a business from the inside, not just by its marketing.

What drives me is growing products and businesses. Understanding the user, finding what makes them choose a product, and bringing a value proposition to the front with the right message, to the right person, at the right moment.

And building relationships that last: being a partner to the companies I work with, incentives on the same side of the table.

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