AXON · CANADA · LATIN AMERICA
Senior Manager, Global Marketing for Canada and Latin America.
REGIONAL MARKETING LEADERSHIP
Est. 2026 · Vancouver
Brand and marketing leadership, conducted with discipline and taste.
A practice built on twenty years inside the room.
Senior marketing leadership for B2B companies navigating growth, market expansion, or transition across Canada, the United States, and Latin America. Corporate strategy, brand experience, go-to-market discipline, and the Conductor Method. Built by twenty years inside the room. Bilingual. English and Spanish.
The Conductor Method™
Listen. Diagnose. Curate. Conduct. Deliver.
This is the Conductor Method sequence. Five phases in order. No skipping.
It brings order to moving parts, aligns teams, and turns scattered marketing activity into a disciplined growth system.
Most fractional CMOs sell themselves as the answer.
Alejandro Miramontes builds the orchestra.
The practice is built for B2B companies navigating growth, market expansion, or transition. It works best where positioning, go-to-market, sales, pipeline, and execution need to work together.
Recent experience includes:
- —B2B SaaS and technology
- —Mining and industrial technology
- —Professional services
- —North America–LATAM market expansion
- —Financial services
- —Consumer and retail brands
Every engagement begins with a four-week diagnosis. When the fit is right, the work continues through the Conductor Method.
Curated. Paced. Personally led by Alejandro.
Selected work
Twenty years inside the room.
HOOTSUITE · LATIN AMERICA
Senior Marketing Manager, Latin America.
MARKET EXPANSION
H&M · MEXICO CITY
First marketing manager for H&M Mexico. Country entry, 2012.
BRAND REPOSITIONING
Interview / Reel
A short conversation on marketing leadership.
A short conversation on marketing leadership, discipline, and the Conductor Method.
REEL · COMING SOON
A note from Alejandro
I built this practice the way I would want a marketing function to be built. Thoughtfully, with care, and only for the right clients.
I have spent twenty years operating across English-speaking and Spanish-speaking business cultures, from Mexico City to Vancouver, from São Paulo to Ottawa. The brands I have served span retail, B2B technology, and industrial sectors. The discipline that makes my work distinctive is running senior marketing operations inside complex organizations. Multiple business units, multiple languages, multiple jurisdictions, multiple stakeholder types.
My experience now spans technology, SaaS, and mining technology, including responsibility for regional go-to-market strategy across North America and Latin America. It is a current operating role, and it keeps my advice tied to execution: sales enablement, localization, regional adoption, and cross-functional alignment.
I have also built one of my own. Sangre de Mar is my brand, made with my own capital and my own name. It has taught me what no MBA program ever could.
I work with a small number of companies at a time because that is what the work actually requires. I do not pretend to be the whole department. I assemble the right people. I direct them with the judgment of someone who has been in the rooms where judgment was the only currency. And I tell the truth, even when the truth is uncomfortable.
If you are building or running a B2B business that needs senior marketing leadership without a full-time hire, in Canada, the United States, or Latin America, reach out; I can help.
— Alejandro
The Practice
Three engagements. A small number of companies at a time.
The Diagnosis
From CAD $8,500 · 4 WEEKS
A focused strategic engagement for founders who need a senior outside read before committing to a longer mandate.
The Conductor
From CAD $10,000/MONTH · 6-MONTH MINIMUM
The signature engagement. Senior marketing leadership embedded into the business: positioning, GTM, pipeline, team rhythm, executive alignment, and execution oversight.
The Flagship
From CAD $18,000/MONTH · 12-MONTH MINIMUM
For companies ready for a full marketing transformation. Brand, GTM, team structure, leadership coaching, reporting, and board-level marketing accountability.
Final scope is tailored to company stage, market complexity, team capacity, and growth objectives. Canadian engagements are priced in CAD. US and international engagements may be priced in USD.
Bilingual. English and Spanish.
Frequently asked
Questions, answered.
What does a fractional CMO do?+
A fractional CMO provides senior marketing leadership without the cost or commitment of a full-time executive. The role brings strategy, structure, decision-making, team alignment, and execution discipline to organizations that need marketing leadership now.
Who is this practice designed for?+
This practice is designed for B2B companies navigating growth, market expansion, or transition that need senior commercial and marketing direction, but may not be ready for a full-time CMO. It is especially useful when positioning, go-to-market, sales, and pipeline are not yet working as one system.
What is the four-week diagnosis?+
The four-week diagnosis is the starting point. Alejandro reviews the business, brand, market, team, sales process, customer journey, and current marketing activity. The outcome is a clear view of what is working, what is missing, and what needs to happen next.
What is the Conductor Method?+
The Conductor Method is Alejandro's operating system for marketing leadership. Listen. Diagnose. Curate. Conduct. Deliver. It brings order to moving parts, aligns teams, and turns scattered marketing activity into a disciplined growth system.
Does Alejandro work across English and Spanish markets?+
Yes. Alejandro works across English and Spanish markets, with experience in Canada, the United States, Mexico, and Latin America. The work is bilingual, but more importantly, it is culturally fluent.
What sectors does the practice serve?+
The practice is built for B2B companies where positioning, go-to-market, sales, pipeline, and execution need to work together. Recent experience spans B2B SaaS and technology, mining and industrial technology, professional services, and North America–LATAM expansion. The expertise is commercial rather than vertical, and it transfers across complex B2B environments.
How many clients does Alejandro work with at a time?+
Alejandro works with a small number of companies at a time. This keeps the practice selective and allows for senior-level involvement in both strategy and execution.