Most LinkedIn advice tells you to post more, engage more, show up more. Vague at best, useless at worst.

What actually moves the needle is watching how specific people at the top of their game operate.

We selected a group of Argentine C-level executives and ran them through Claude, scoring their content, positioning, and audience engagement to find the ones genuinely worth your time.

These 10 made the cut. Study them and use their strategies to build your own personal brand on LinkedIn.

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Mateo Nicolás Salvatto – Founder & CEO, Asteroid

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Mateo started his journey into the tech world as a teenager in Buenos Aires. He noticed that people with speech disabilities often struggled to navigate daily tasks like ordering coffee or asking for directions.

Instead of waiting for a corporate solution, he built the first version of the Háblalo app at the age of 17. His work transformed from a high school project into a global startup that provides a voice to those who previously lacked one.

About Asteroid

Asteroid Technologies focuses on developing free technology to assist people with disabilities. Their flagship product, Háblalo, now supports over 500,000 users across 55 countries and operates in more than 50 languages. The company was recognized as one of the Top 100 Global Startups by the Global Entrepreneurship Network in 2020.

🔗 Visit Asteroid Technologies

LinkedIn Content Strategy Overview

Who should follow Mateo: Tech entrepreneurs, accessibility advocates, social impact investors, startup ecosystem professionals across Latin America, and young professionals interested in technology as a force for inclusion.

Core Value Proposition: Mateo positions himself as a founder-CEO using technology to solve real accessibility problems, with Hablalo (and now Asteroid) as vehicles for demonstrating that innovation and social impact are not in tension.

Key Themes & Topics

1. Accessibility technology and social impact - The central thread running through his content. Posts about Hablalo for Business expanding into banks and institutions, the technology behind augmentative and alternative communication, and the human stories behind each new partnership.
2. Awards, nominations, and recognition - Mateo regularly shares milestone recognitions, including his nomination for the Fundación Princesa de Girona Social 2026 award and speaking engagements at SXSW and Tecnológico de Monterrey. These posts generate some of his strongest engagement numbers.
3. Conference appearances and international presence - Recaps from events in the US, Mexico, and Europe, often tied to representing Argentina's startup ecosystem on a global stage. His post from SXSW noting his pride in representing Argentine entrepreneurship drew solid reactions.
4. AI and technology commentary - Occasional posts engaging with the broader AI moment, often framed through the lens of what it means for accessibility or human connection. One of his best recent performing posts came from a panel conversation where someone quoted him saying "we are losing our capacity to be surprised," which sparked wider engagement than his own direct posts.
5. Human impact stories - Posts about individuals whose lives have changed through the technology, which anchor the brand in real outcomes rather than product features alone.

Format & Presentation Style

Mateo's writing is warm and narrative. He tends to open with a personal anecdote or an emotionally charged moment, then work toward the broader point. Posts are written almost entirely in Spanish, reflecting his primarily Argentine and Latin American audience. He uses emojis selectively and with purpose rather than decoratively. Post length is moderate, rarely exhaustive. Images and event photography feature regularly, though his feed is less visually structured than some peers.

Engagement Strategy

• Storytelling from the field - Mateo frequently shares encounters with people who have been moved or inspired by his work, including the viral-adjacent post about a student who approached him after a conference at Tecnológico de Monterrey.
• Third-party amplification - A notable share of his engagement comes when others quote or reference him, suggesting his ideas travel beyond his direct followers.
• No formal newsletter or CTA funnel - Like many Latin American founders on LinkedIn, his strategy is presence-based rather than conversion-focused.
• Hashtag use - Sparse and inconsistent; not a core distribution mechanism for him.

Performance Indicators

Mateo has over 200,000 followers and his posts generally generate reactions in the 50 to 566 range. One of his best recent performing posts was his nomination for the Fundación Princesa de Girona Social prize, which drew over 566 reactions. Partnership announcements, particularly the Banco San Juan integration, also perform strongly, showing that his audience responds when social technology meets institutional scale. Posts with zero engagement tend to be either reposts of third-party content or content about unrelated technical topics.

Overall Strategy Summary

Mateo is building a mission-driven founder identity that ties technology directly to human dignity and inclusion. His content works best when the personal and the professional overlap — when the story of a user's life or a meaningful award reminds his audience why the work matters. He has not yet developed a structured content system, which means his engagement is somewhat uneven, but his strongest posts show genuine resonance with a large and attentive audience.

Leticia Fenoglio – CEO & Co-Founder, Franuí & Rapanuí

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Leticia grew up surrounded by the scent of chocolate in Bariloche. Her family business, Rapanuí, was founded on traditions brought from Italy by her grandfather.

However, she was the one who saw the potential to turn a local treat into a global sensation. She spearheaded the creation of Franuí, a frozen raspberry snack that created an entirely new category in the confectionery market.

About Franuí & Rapanuí

The company produces approximately 50 million pots of Franuí per year. They have expanded into 50 countries and recently invested 9 million euros in a production plant in Valencia, Spain. They plan to invest an additional 16 million euros by 2026 to increase their presence in the United States and the Middle East.

🔗 Visit Franuí

LinkedIn Content Strategy Overview

Who should follow Leticia: Food entrepreneurs, consumer brand builders, retail and distribution professionals, sustainability-minded business leaders, and anyone interested in scaling a regional food brand into international markets.

Core Value Proposition: Leticia positions herself as the founder-CEO navigating the real, unglamorous complexity of scaling a beloved food brand across continents, with Franuí and Rapanuí as the proof points and her own celiac diagnosis as a personal thread that gives the mission authenticity.

Key Themes & Topics

1. International expansion milestones - Leticia's feed is punctuated by market entry announcements, each treated as a genuine celebration rather than a corporate press release. Posts about landing in Cyprus, new retail partnerships, and factory expansions consistently draw strong reactions from a community that has been following the growth journey.
2. Leadership and delegation - Some of her most resonant writing reflects on what it means to transition from doing everything yourself to building a team capable of running without you. Her post about growing as a founder and learning to let go was among her best recent performing content.
3. Team and culture - Posts celebrating her production teams, factory workers, and office staff show up regularly and tend to generate warmth in the comments. The year-end party post featuring the Bariloche team dressed as superheroes drew nearly 900 reactions.
4. Product and certification milestones - Leticia uses certifications not just as business news but as personal vindication. Her post announcing the BRCGS Global Standard Gluten-Free certification was her best recent performing post, framed through her own 15-year experience as a celiac.
5. Strategic decision-making and growth philosophy - Occasional longer-form posts on how she thinks about expansion decisions, what data she pays attention to, and what signals she waits for before committing to a new market. These tend to perform strongly with a more professional segment of her audience.

Format & Presentation Style

Leticia's writing has a distinctive rhythm. She uses short, punchy lines often stacked vertically, a formatting style common in Spanish-language LinkedIn content that creates momentum and makes posts easy to skim on mobile. Her openings are typically reflective or provocative before moving into the concrete situation or announcement. She writes entirely in Spanish. Emojis appear throughout but are used to signal tone rather than substitute for substance. Photos from factories, stores, trade shows, and team events appear regularly and give her feed a grounded, operational feel.

Engagement Strategy

• Personal narrative as business narrative - Leticia's celiac background, her role as a working founder, and her visibility at trade shows like Alimentaria all feed a consistent first-person voice that makes business updates feel personal.
• Community celebration - She regularly calls out team members, cities, and retail partners by name, which drives engagement from people and organizations who feel recognized.
• No external newsletter or content platform - Her strategy is entirely LinkedIn-native.
• Consistent posting cadence - Across 80 posts analyzed, her output is steady rather than bursty, which has helped her build an audience of over 183,000 followers with above-average engagement relative to that count.

Performance Indicators

With more than 183,000 followers and Leticia’s posts regularly generate reactions in the 800 to 990 range at the top end, with a broad base of posts in the 200 to 500 range. One of her best recent performing posts, announcing the BRCGS gluten-free certification at the Valencia factory, drew nearly 1,000 reactions, driven by the personal framing around her own diagnosis. Her team and culture posts consistently outperform pure product or expansion announcements, suggesting her audience connects most strongly with the human side of the business.

Overall Strategy Summary

Leticia has built one of the more cohesive personal brands in this group. Her content works because the business story and the personal story are genuinely the same story — a celiac founder building gluten-free chocolate to international standards, expanding city by city with a team she clearly loves. She does not write about entrepreneurship in the abstract; she writes about her factories, her certifications, her markets, and her people. That specificity is what makes her feed compelling to follow.

Pierpaolo Barbieri – Founder & CEO, Ualá

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Pierpaolo was a history student at Harvard before he became a fintech disruptor. He realized that a large portion of the Argentine population was excluded from the traditional banking system.

This observation led him to create Ualá, a mobile app designed to make financial services accessible to everyone with a smartphone. He often quotes history to explain current economic trends, bringing a scholarly depth to the world of finance.

About Ualá

Ualá recently reached a valuation of 3.2 billion dollars following a 195 million dollar funding round. The company has expanded its ecosystem across Latin America, including Mexico and Colombia. It offers a wide range of services including credit, investments, and insurance to millions of users.

🔗 Visit Ualá

LinkedIn Content Strategy Overview

Who should follow Pierpaolo: Fintech founders, neobank professionals, product and engineering leaders, Latin American startup ecosystem participants, and anyone watching the intersection of technology and financial inclusion in emerging markets.

Core Value Proposition: Pierpaolo positions himself as the founder who built one of Latin America's most significant neobanks from scratch, now sharing both the institutional milestones of Ualá and his own evolving thinking on product, AI, and what it means to build something that genuinely serves underbanked populations.

Key Themes & Topics

1. Ualá product launches and milestones - The backbone of his feed. Posts covering new features, record-breaking metrics, and market expansions across Argentina, Mexico, and Colombia. Recent launches include a new home screen redesign, Préstamos Cortos, Cuenta Remunerada, and a stock advisory service in Mexico. These tend to generate moderate reactions but reflect his commitment to keeping followers inside the product journey.
2. Ualá's anniversary and company narrative - One of his best recent performing posts marked Ualá's 8th anniversary, reflecting on growing from an app store upload to three banks across three countries serving more than 10 million people. This kind of retrospective storytelling draws his strongest engagement.
3. AI and vibe coding - Pierpaolo recently shared a detailed post on what he has learned from months of hands-on coding with tools like Claude Code, Google AI Studio, and OpenAI Codex. The post was candid, technically specific, and clearly written from real experience rather than commentary. It drew over 530 reactions and 39 comments, performing better than most of his product announcement content.
4. Recognition and external validation - Posts sharing coverage from Forbes Argentina, awards, and third-party recognition appear periodically. He treats these lightly, often with a brief "muchas gracias" before letting the external content speak, which reads as confident rather than self-promotional.
5. Financial inclusion and macroeconomic context - Occasional posts touching on the broader significance of what Ualá is trying to do, including currency access, investment tools for everyday users, and what it means to build a regulated bank in markets where trust in institutions has historically been low.

Format & Presentation Style

Pierpaolo's writing is direct and relatively spare. He does not use elaborate formatting or heavy emoji stacking. Posts are typically short to medium length, with his longer pieces reserved for moments that genuinely warrant the space, such as the AI coding reflection or the anniversary post. He writes primarily in Spanish with occasional English posts when the context calls for it, particularly around international recognition or investor-facing content. Product announcement posts sometimes lean on Ualá's company page content as a starting point, which can make them feel slightly less personal than his original writing.

Engagement Strategy

• Authentic technical voice - His AI and coding post stood out precisely because it read like someone who had spent months actually doing the work, not someone summarizing trends. That credibility gap between founders who talk about technology and those who use it is one his best content exploits.
• Ualá page amplification - He regularly shares or engages with Ualá's company content, keeping his personal page connected to the brand without fully subordinating it.
• Low hashtag dependency - Hashtags appear occasionally but are not a systematic part of his distribution strategy.
• Understated tone on big wins - Rather than announcing Ualá's fundraising or recognition with fanfare, he tends toward brevity and gratitude, which reads as grounded given the scale of what he has built.

Performance Indicators

Pierpaolo has more than 180,000 followers and his engagement is somewhat uneven across the feed. Straightforward product launch posts often generate fewer than 100 reactions, while his more personal or reflective content lands considerably higher. One of his best recent performing posts, the 8th anniversary reflection, drew over 600 reactions. The AI vibe coding post drew 531 reactions with 39 comments, one of his stronger comment-to-reaction ratios, suggesting it sparked genuine conversation rather than passive appreciation.

Overall Strategy Summary

Pierpaolo is at an interesting inflection point in his content strategy. His strongest posts are the ones where he steps away from the product announcement cadence and writes from a more personal or intellectually honest place, whether that is reflecting on eight years of building Ualá or sharing unfiltered observations about AI tools from someone who has actually used them extensively. The gap between his floor and ceiling engagement suggests there is a version of his LinkedIn presence that performs considerably better by leaning further into that founder-as-practitioner voice and pulling back from posts that feel like internal communications made public.

Fernando Fernandez – CEO, Unilever

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Fernando is a true veteran of the corporate world, having joined Unilever in 1987 as a production costs analyst in Buenos Aires. Over nearly four decades, he climbed the ranks through various roles in finance and marketing across different regions.

His career is a roadmap for how to sustain growth and influence within a single global organization through adaptation and a deep understanding of consumer behavior.

About Unilever

Unilever is one of the world's largest consumer goods companies, with brands like Dove, Knorr, and Hellmann’s. Fernando leads the organization with a focus on operational excellence and sustainability. The company operates in nearly 190 countries, serving billions of consumers every day.

🔗 Visit Unilever

LinkedIn Content Strategy Overview

Who should follow Fernando: Consumer goods executives, brand strategists, investors tracking global FMCG performance, marketing and commercial leaders, and professionals interested in how a major multinational navigates transformation while sustaining growth.

Core Value Proposition: Fernando positions himself as the CEO of Unilever's nutrition and wellbeing business, offering a window into how one of the world's largest consumer companies thinks about brand building, volume growth, portfolio strategy, and the relationship between financial performance and consumer relevance.

Key Themes & Topics

1. Quarterly results and investor-facing updates - Fernando regularly translates Unilever's financial performance into digestible LinkedIn posts, pulling out key metrics and framing them in plain language. His Q1 2024 results post, covering underlying sales growth, Power Brands performance, and volume recovery, drew over 600 reactions, suggesting his audience includes a significant number of investors and finance professionals alongside marketing peers.
2. Brand expansion announcements - Posts covering geographic launches and acquisitions generate strong engagement. His post on Liquid I.V. expanding into the UK and Australia after success in the US, Canada, and China was one of his best recent performing posts, drawing nearly 900 reactions. These posts work because they combine concrete business news with a compelling brand growth narrative.
3. Conference and investor event recaps - Fernando appears regularly at J.P. Morgan Fireside Chats, CAGNY, dbAccess Global Consumer Conference, and similar forums. His recaps distill the key messages he delivered, functioning as both a record of his public positioning and a signal of where Unilever's leadership is focused.
4. Acquisitions and portfolio moves - Posts on deals like the Wild personal care acquisition and the announced combination of Unilever Foods with McCormick reflect his role in significant strategic decisions. These tend to generate moderate organic engagement but carry high credibility signal for professional audiences.
5. Marketing excellence and brand building - Occasional posts on Unilever's recognition in marketing rankings, including becoming the first advertiser to top all major WARC rankings simultaneously, speak to an audience that cares about brand and commercial craft.

Format & Presentation Style

Fernando's posts are polished and structured. He frequently uses bullet points to summarize key messages from presentations or events, which makes his content easy to scan and positions him as someone organizing information for his audience rather than just broadcasting it. Posts are written in English throughout, reflecting the global and investor-facing nature of his role. Length is moderate, typically enough to convey substance without overextending. He does not rely on emojis or informal language, maintaining a register that sits closer to executive communication than personal blogging. Images from events and investor forums appear regularly.

Engagement Strategy

• Investor and analyst audience orientation - Fernando's content reads like it is written with two audiences in mind simultaneously: the broader LinkedIn feed and the investors, analysts, and peers who follow C-suite voices at major multinationals for signal. This dual orientation shapes both his tone and his topic selection.
• Structured key message format - His recaps from J.P. Morgan and other forums follow a consistent format that distills presentations into four or five bullet points, which performs well for professional audiences who want the substance without having to watch a replay.
• No personal narrative or behind-the-scenes content - Unlike several of the other profiles in this batch, Fernando does not share personal stories, family moments, or emotional reflections. His content is almost entirely professional and outward-facing, which is consistent with his position but limits the warmth that drives viral engagement.
• Tagging and mention strategy - He regularly tags colleagues, interviewers, and partner organizations, which extends reach into adjacent professional networks.

Performance Indicators

Fernando has more than 83,000 followers and his top posts generate reactions in the 600 to 911 range. One of his best recent performing posts was his J.P. Morgan Fireside Chat recap with Celine Pannuti, which drew over 900 reactions, his highest in the analyzed period. Brand launch posts, particularly those tied to Liquid I.V.'s international rollout, also perform strongly. Posts about internal Unilever initiatives or purely financial metrics tend to land lower, suggesting his audience engages most when the content connects a recognizable consumer brand to a concrete business story.

Overall Strategy Summary

Fernando has built a clear and credible executive presence that serves his role well. His LinkedIn functions effectively as a public communications layer for Unilever's performance and strategy, timed around earnings cycles, investor events, and major brand news. What distinguishes his strongest posts is the combination of a recognizable brand name, a concrete growth story, and a structured takeaway. The opportunity for further reach lies in occasionally stepping outside the investor-communication frame and writing with more personal voice, but given his position and audience, the current approach is deliberate and well-executed for its purpose.

Gustavo Paco Manriquez – CEO, Banco Supervielle

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Gustavo spent decades refining his expertise in the financial sector before taking the helm at Banco Supervielle in late 2024. With an academic background from CEMA and various leadership programs, he moved through senior roles at Citibank and Banco Macro.

He recently joined the Supervielle group after nearly eight years leading one of its main competitors, focusing his efforts on modernizing the bank’s digital value proposition and cultural transformation.

About Banco Supervielle

Banco Supervielle is a major player in the Argentine banking sector, offering services to both individuals and SMEs. The bank is known for its focus on innovation and has been working to integrate digital tools into its traditional banking model. They are a publicly traded company on the NYSE and BYMA.

🔗 Visit Banco Supervielle

LinkedIn Content Strategy Overview

Who should follow Gustavo: Banking and financial services professionals, fintech watchers, Argentine business and economic policy observers, executives interested in digital transformation within traditional institutions, and investors tracking the Argentine financial sector.

Core Value Proposition: Gustavo positions himself as the CEO modernizing one of Argentina's established banks from within, making Banco Supervielle competitive against both legacy peers and neobanks by embedding innovation, AI, and a genuine product culture at the institutional level.

Key Themes & Topics

1. Product launches and banking innovation - The core of his content. Posts announcing new features and capabilities at Banco Supervielle generate his strongest engagement. Recent highlights include the Cuenta Remunerada launch (which he positioned as the first and only bank in Argentina to remunerate balances in both pesos and dollars), the Mercado Libre integration inside the app, and the elimination of commissions on international transfers. These posts connect operational decisions to customer impact in concrete terms.
2. Strategic partnerships and capital raises - Gustavo uses LinkedIn to announce institutional moves with genuine weight, including the IDB Invest credit line of up to USD 270 million for SME financing. These posts perform strongly and carry a credibility signal well beyond the follower count.
3. Conference appearances and leadership forums - He participates regularly in executive forums such as the IAEF Digital Finance Forum, IDEA ARG Management, CEO Talks by El Cronista, and La Nacion's Management 2030. His recaps from these panels, where he speaks about radical innovation mindset and the cultural dimensions of digital transformation, draw solid engagement and reinforce his positioning as a thought leader within the Argentine banking establishment.
4. AI and digital transformation strategy - Gustavo frames AI not as a technology project but as a cultural shift, consistently describing it as a transversal layer that shapes decisions, customer experiences, and operational efficiency across the bank. This framing differentiates him from peers who treat AI as a product feature to be announced rather than a strategic posture to be explained.
5. Purpose, leadership philosophy, and team culture - Posts on Banco Supervielle's relaunched organizational purpose, leadership lessons, and one-year anniversary reflections show a CEO who thinks carefully about internal culture and is willing to share that thinking publicly. His post marking his first year at the bank drew a warm response from his network.

Format & Presentation Style

Gustavo writes in Spanish throughout, consistent with his Argentine market focus. His posts are moderately structured, often opening with a context-setting sentence before moving into the substance of the announcement or reflection. He does not over-rely on bullet points, preferring flowing prose with occasional emphasis. Tone is professional but warm, without the stiffness that often characterizes institutional banking communications. He uses emojis selectively and purposefully. Photos from events and panels appear regularly. A recurring content type that does not land particularly well is the monthly Research Report from Banco Supervielle's economics team, which he shares consistently but which generates almost no engagement, suggesting his audience follows him as a leader rather than as a source of macroeconomic data.

Engagement Strategy

• Institutional voice with personal texture - Gustavo walks a careful line between speaking as the CEO of a bank and speaking as a person with convictions about leadership and transformation. His best posts do both at once, anchoring a business announcement in a belief or a value.
• Event and forum circuit - His consistent presence at major Argentine business forums gives him a steady stream of content occasions and keeps him visible among the senior executive community his bank serves and competes within.
• Tagging and organizational mention - He tags Banco Supervielle, partner organizations, and individual colleagues, which extends the reach of his posts into the bank's own network and that of partner institutions.
• Monthly research reports as a recurring miss - The economics research posts are published with regularity but generate close to zero engagement, indicating a mismatch between what his audience follows him for and what this content offers. Dropping or reformatting this into a personal take rather than a document share would likely improve performance.

Performance Indicators

Gustavo has over 66,000 followers and his engaged posts generate reactions in the 260 to 629 range. One of his best recent performing posts was the Cuenta Remunerada launch, which drew 629 reactions and 77 reposts, his highest repost count in the analyzed period and a sign that the content traveled well beyond his direct followers. The IDB Invest credit line announcement and the Mercado Libre app integration also performed strongly. Posts framed around personal leadership philosophy and conference participation consistently sit in the 350 to 530 range. The gap between his engaged content and his zero-engagement posts is stark, driven almost entirely by the research report shares pulling the average down.

Overall Strategy Summary

Gustavo has built a credible and coherent presence for a bank CEO operating in a fast-moving market. His content works best when he connects a concrete business decision to a broader conviction about what banking should look like, whether that is eliminating a friction, opening a new credit line for SMEs, or arguing that AI is a cultural transformation rather than a product feature. The clearest opportunity in his strategy is to drop or significantly rethink the monthly research report posts, which dilute his feed's impact, and to invest more in the personal leadership voice that his audience consistently rewards with engagement.

Martin Borchardt – CEO & Founder, Henry}

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Martin recognized that there was a massive shortage of tech talent in Latin America, while many talented people lacked the funds to pay for high-quality education.

He founded Henry to solve this problem through an Income Share Agreement model. Students study for free and only pay once they find a job. This model has turned Henry into one of the most significant ed-tech platforms in the region.

About Henry

Henry is an online academy that trains people in software engineering and data science. The company raised 67.6 million dollars in its Series B round in August 2025. They have successfully placed thousands of graduates into high-paying tech jobs at global companies.

🔗 Visit Henry

LinkedIn Content Strategy Analysis

Who should follow Martin: Business leaders, HR and L&D managers, startup founders, and professionals navigating AI adoption in Latin America

Core Value Proposition: Martin positions himself as the driving force behind Henry, a YC-backed edtech company on a mission to unlock human potential through AI education and corporate AI adoption. His content is inseparable from Henry's brand.

Key Themes & Topics

1. AI Adoption as an Urgency - His most consistent message: organizations that delay AI integration lose competitive ground fast.
   • The gap between what AI can do and how companies actually use it
   • Practical frameworks like "wartime mode" vs. "conquer mode" for operating under AI disruption
   • Commentary on studies and data (including Anthropic research) on AI's real-world impact
2. Henry's Growth and Milestones - Martin uses his personal profile as an extension of the company's public narrative:
   • Team onsites and quarterly objectives
   • Partnerships (Google Workspace, Acelerar España program for European expansion)
   • New product launches like Henry AI, the AI student assistant
   • New program cohorts for AI Engineering, Full Stack, and AI Automation
3. The Future of Work - Broader commentary on how AI is reshaping careers and companies:
   • Task loss vs. job loss (referencing Marc Andreessen)
   • The argument that new graduates entering the market AI-first will outperform older workers
   • The case for LATAM talent leading the next wave of tech

Format & Presentation Style

• Short and direct - Most original posts are brief, often just a sentence or two, followed by a Henry company post or linked resource. Martin rarely writes long-form on his own.
• Data visualizations - Charts and radar graphs accompany insight-driven posts, such as the Anthropic adoption gap post
• Team photography - Candid onsite and event photos that reinforce company culture
• Bilingual presence - Content mixes Spanish and English, though Spanish strongly dominates, signaling a Latin American-first audience

Engagement Strategy

• Comment-to-receive tactics - Frequently uses "comment 'AI' below" or "comment 'me interesa'" as lead generation hooks, which drive comment counts and algorithmic reach
• Company page amplification - A large portion of his feed is Henry company posts that he reshares with a short personal caption, effectively blending founder and brand accounts
• Founder network - Tags and engages with prominent operators like the CEO of Deel, which expands his content's reach beyond the edtech niche
• Free masterclass promotions - Recurring offers for free AI workshops drive traffic and reinforce Henry's positioning as an accessible, value-first brand

Performance Indicators

Martin's own original posts typically generate between 15 and 84 reactions. One of his best recent performing posts, which paired an Anthropic chart on AI adoption gaps with a call to comment for a free consultation, pulled 84 reactions and 14 comments with 6 reposts. Posts announcing company milestones, like the Google partnership or the Acelerar España selection, consistently reach 33 to 75 reactions. His comment-hook posts also tend to generate above-average comment activity for an account his size.

Overall Strategy Summary

Martin's LinkedIn is founder-as-brand-channel. He is not primarily building a personal thought leadership platform in the traditional sense. Instead, he uses his profile to extend Henry's reach, validate the company's mission, and generate inbound interest from both B2C learners and B2B corporate clients. The personal voice is present but always in service of the company story. What works for him is that the distinction between Martin and Henry feels genuine rather than corporate, which makes the content land.

Martin Rappallini – CEO, Alberdi Desarrollos

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Martin is a lawyer and industrialist who believes that the development of a country depends on its industrial strength. As the founder of Alberdi Desarrollos and the President of the Unión Industrial de la Provincia de Buenos Aires, he has spent his career creating spaces for businesses to thrive.

He is a passionate defender of Argentine industry and works to integrate citizens through productive development.

About Alberdi Desarrollos

The company specializes in the development of industrial parks and logistics centers. They focus on creating infrastructure that allows companies to operate more efficiently. Their projects are designed to foster regional economic growth and provide sustainable jobs.

🔗 Visit Alberdi Desarrollos

LinkedIn Content Strategy Analysis

Who should follow Martin: Argentine business leaders, industrialists, policymakers, journalists, and professionals interested in trade policy, manufacturing, and Argentina's economic debate

Core Value Proposition: Martin speaks from a position of institutional authority as president of the UIA (Unión Industrial Argentina), the country's main industrial federation. His LinkedIn is a running account of his public role, blending policy positions, media appearances, and official meetings into a coherent professional narrative.

Key Themes & Topics

1. Industrial Policy and Trade - His most substantive and high-engagement content centers on Argentina's economic challenges from an industry perspective:
   • China's overcapacity and dumping threat to the automotive sector
   • The state of free trade and global economic shifts
   • Criticism of narratives labeling protected industries as "artificial"
   • Labor reform and its implications for production
2. Institutional Representation - A large share of his posts document his activity as UIA president:
   • International delegations (Mercosur-Confindustria meetings in Rome, WEF-type forums)
   • Federal outreach visits to provinces like Mendoza
   • Multi-stakeholder dialogue events with business, union, and government leaders
3. Media Presence - He regularly amplifies his coverage in leading Argentine outlets:
   • Interviews and columns in La Nación, Infobae, La Voz, and Los Andes
   • TV appearances on A24 and radio on Mitre
   • These media links serve a dual function: credibility building and content recycling

Format & Presentation Style

• Photo-heavy, text-light - Most posts pair a short paragraph of context with event photography. The writing is formal but not academic.
• Column sharing - Occasionally publishes longer-form op-eds in Argentine media and then links them on LinkedIn with a brief preamble. These tend to drive the most discussion.
• No hashtags - Notably absent from his posts, which gives the content a more institutional, less algorithmically optimized feel.
• Spanish only - No English content. His audience is clearly Argentine and regional.

Engagement Strategy

• Earned media as content fuel - Rather than creating original analysis regularly, Martin leans on his media appearances and published columns. LinkedIn becomes a distribution layer for work done elsewhere.
• Institutional clout as reach driver - His position as UIA president means posts generate engagement from Argentina's business and policy circles without requiring viral tactics. Posts about industry policy attract comments from executives, economists, and journalists.
• No explicit call-to-action - Unlike many LinkedIn creators, Martin rarely asks followers to comment, share, or subscribe. The interaction is more organic, driven by topic relevance.

Performance Indicators

Engagement varies considerably by content type. Event and photo posts typically pull 30 to 70 reactions. Posts on politically charged topics generate considerably more. One of his best recent performing posts, a La Nación interview about the UIA's position on the government's economic direction, drew 152 reactions and 42 comments. His op-ed arguing against the "artificial economy" narrative also performed strongly, reaching 65 reactions, 31 comments, and 7 reposts. Posts directly criticizing President Milei's comments about industry defenders also resonated, pulling 66 reactions and 8 reposts.

Overall Strategy Summary

Martin's LinkedIn is the digital extension of his institutional role, not a personal brand project. He does not write for LinkedIn; he writes for Infobae or La Nación, then brings it here. The strategy works because his position creates relevance that most creators have to earn through content volume. The trade-off is a feed that feels more like a public agenda than a thought leadership platform, with lower posting frequency and limited audience-building tactics. For his purposes, it appears to be enough.

Ximena Díaz Alarcón – CEO & Founder, YOUNIVERSAL

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Ximena is an expert in understanding people. With over 20 years of experience in market research and trends, she co-founded YOUNIVERSAL to help brands understand the "why" behind consumer behavior.

She is a sociologist and anthropologist by training, which allows her to look at business through a cultural lens. She is a frequent speaker at major innovation events like SXSW.

About YOUNIVERSAL

YOUNIVERSAL is a consultancy specialized in research, trends, and innovation. They work with leading brands across Latin America to help them navigate changing consumer habits. The firm focuses on qualitative data and cultural insights to drive brand growth.

🔗 Visit YOUNIVERSAL

LinkedIn Content Strategy Overview

Who should follow Ximena: Brand strategists, marketing professionals, trend researchers, media executives, and academics working at the intersection of culture, consumer behavior, and Latin American business.

Core Value Proposition: Ximena positions herself as a cultural intelligence translator — someone who takes complex global trends (from SXSW, retail congresses, consumer research) and makes them actionable for brands operating in Latin America.

Key Themes & Topics

1. Trend Reports & Cultural Signals - Her signature content. Posts breaking down macro trends — from biohacking and wellness to generational shifts and AI — through a Latin American lens. These are less "hot take" and more curated intelligence, with titles like "7 Insights on Branding from SXSW" that signal depth and structure.
2. Speaking Engagements & Events - Ximena posts frequently around her appearances at major conferences (SXSW, FENALCO's Retail del Futuro, Universidad Torcuato Di Tella events). These posts serve double duty: they document her authority and share the substance of what she presented.
3. Industry & Category Analysis - Standalone editorial posts on specific sectors — sports and entertainment business models, fashion and aging, digital culture shifts. These feel more like mini-essays than announcements, written for professionals who want to think, not just scroll.
4. Academic & Educational Content - Regular promotion of her programs at Universidad Torcuato Di Tella (Future Shift), connecting her consulting and research work to an academic credibility layer.

Format & Presentation Style

• Heavy use of all-caps headlines in Spanish as post openers ("RETAIL DEL FUTURO", "MODA SIN EDAD", "TODOS SOMOS BIOHACKERS"), creating a newsletter-style feel that signals structured thinking
• Medium to long-form posts with narrative flow — she builds context before landing on the insight
• Photos from events appear regularly, grounding the content in real-world presence rather than pure opinion
• Primarily Spanish, with occasional English when referencing international events or global trends

Engagement Strategy

• No explicit newsletter promotion but the content itself reads like a curated briefing, building an implicit subscription relationship with her audience
• Strategic event tagging of universities, brands, and conference organizers to extend reach into those communities
• Consistent voice — analytical but accessible, never academic to the point of being dry

Performance Indicators

Engagement is steady rather than viral, typically ranging from 10 to 157 reactions per post. One of her best recent performing posts reached 157 reactions, suggesting that her most resonant content sits at the intersection of cultural insight and timely relevance. Her audience appears to be engaged and niche rather than broad and casual.

Overall Strategy Summary

Ximena is building herself as the go-to research and trends voice for brand professionals in Latin America. Her strategy is disciplined and editorially coherent — she is essentially running a thought leadership publication through her LinkedIn profile. The consistency of format and topic gives her feed a distinctive identity that stands apart from most executives in the region.

Gaston Taratuta – Founder & CEO, Aleph

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Gaston started Aleph to help global digital platforms reach markets that were previously ignored. He recognized the friction in cross-border payments and digital advertising in emerging economies.

His vision has turned Aleph into a multi-billion dollar "unicorn" that connects platforms like Meta and TikTok with advertisers in over 90 countries.

About Aleph

Aleph operates as a global enabler of digital advertising and fintech. The company projects to process over 8 billion dollars in global payments by 2026 through its fintech arm, Localpayment. They serve as a critical bridge between global tech giants and local advertisers in emerging markets.

🔗 Visit Aleph

LinkedIn Content Strategy Overview

Who should follow Gaston: Startup founders, entrepreneurship enthusiasts, Latin American business leaders, media and digital advertising professionals, and anyone interested in the intersection of sports sponsorship and global business.

Core Value Proposition: Gaston positions himself as a founder-CEO building a genuinely global company from emerging markets, sharing the emotional and strategic journey of growing Aleph from a three-person operation to a 130-market, 85-office business.

Key Themes & Topics

1. Company milestones and deal announcements - This is the backbone of his feed. Posts covering acquisitions, new partnerships, and strategic moves tend to generate his strongest engagement:
   • Aleph's acquisition of Entravision's digital business
   • FIFA partnership for the 2026 World Cup in the Philippines
   • SMC Media's strategic investment in Aleph
   • Partnership with Microsoft Advertising in new markets
2. Aleph's F1 and sports sponsorships - Gaston uses the Sauber/Audi F1 sponsorship as a storytelling vehicle, sharing videos, race footage, and behind-the-scenes content that blends personal passion with brand building.
3. Founder journey and nostalgia - Some of his most emotional and widely-shared posts reflect on the company's history: 20-year anniversary reflections, long-tenured team member tributes, and early-days storytelling.
4. Latin American entrepreneurship - Posts celebrating Argentine and regional founders, commentary on the economic challenges of building in Latin America, and pride in the ecosystem.
5. International travel and relationship-building - Recaps from Cannes Lions, Beijing, Warsaw, and New York that function as proof points of Aleph's global reach.

Format & Presentation Style

Gaston's posts are conversational and emotionally driven rather than structured or educational. He writes in a mix of Spanish and English, reflecting his bilingual professional world, and rarely uses bullet points or headers. Posts tend to open with a declaration or exclamation, then expand into context and personal reflection. Photos from events, travel, and team moments accompany most posts, with occasional short videos.

Engagement Strategy

• Team tagging - Gaston consistently tags colleagues and partners, which drives visibility within professional networks and signals a culture of recognition.
• No newsletter or CTA ecosystem - Unlike many LinkedIn creators, he does not funnel followers toward any external content property.
• Emotional authenticity - His highest-performing posts are openly emotional (anniversary celebrations, tributes to long-serving team members), which sets him apart from pure corporate announcement content.
• Minimal hashtag use - Hashtags appear occasionally but are not a systematic part of his strategy.

Performance Indicators

Gaston has 15,455 followers and posts generate reactions typically in the 150 to 700 range. One of his best recent performing posts, marking Aleph's 20-year anniversary with a personal reflection on how far the company had come from three people in a Miami office, drew over 600 reactions and 149 comments. Business milestone announcements and personal tributes consistently outperform his F1 content and travel recaps.

Overall Strategy Summary

Gaston is building a founder persona rooted in pride, loyalty, and global ambition from emerging markets. He is not teaching entrepreneurship or offering frameworks; he is sharing the lived experience of scaling a business across 130 countries. The emotional payoff of following him is access to the inner world of a founder who has navigated Argentina's economic chaos, built something durable, and still writes with genuine feeling about the people who helped him do it.

Wanda Weigert – Global Chief Brand Officer, Globant

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Wanda joined Globant in 2005 when it was a small startup with fewer than 100 employees. She didn't just join a company; she helped build its identity from the ground up.

She went from writing press releases to managing the firm’s IPO on the New York Stock Exchange and negotiating partnerships with organizations like FIFA. Her career is a testament to the power of branding in scaling a tech services giant.

About Globant

Globant is a digital native company that helps organizations reinvent themselves through technology. They have over 31,000 employees in 35 countries. The company is known for its "studios" model and has worked with clients like Google, Disney, and Electronic Arts.

🔗 Visit Globant

LinkedIn Content Strategy Overview

Who should follow Wanda: Marketing and brand leaders, tech executives, corporate communications professionals, and anyone following the intersection of AI, creativity, and Latin American tech business.

Core Value Proposition: Wanda positions herself as the voice of Globant's brand story globally — part executive spokesperson, part thought leader on how technology companies can merge creativity with AI-driven transformation.

Key Themes & Topics

1. Corporate Milestones & Partner Awards - Her most common post type, announcing recognitions such as Google Cloud Country Partner of the Year and Adobe Partner of the Year awards. These serve dual purposes: they amplify Globant's brand and reinforce her own authority as a brand executive.
2. AI and Business Transformation - Posts exploring how AI is moving from concept to real business value, often citing Globant's work with clients in energy, finance, and creative industries. She frames this around practical application rather than hype.
3. Leadership & Corporate Culture - Occasional posts on well-being, personal reflection after events (like the AmCham Young Conference), and what leadership looks like in an AI-first world.
4. Global Business Commentary - Posts in both Spanish and English, reflecting Globant's regional and international audience. She code-switches deliberately, often posting corporate announcements in Spanish for LATAM and broader reflections in English.

Format & Presentation Style

• Mix of visual and text with a strong reliance on graphic link previews and branded imagery, consistent with a Chief Brand Officer who thinks in visual narratives
• Medium-length posts with company tags and colleague mentions throughout, extending organic reach across Globant's network
• Bilingual output in Spanish and English, used strategically depending on the audience or announcement
• Celebratory tone as the dominant register, with gratitude and pride as recurring emotional drivers

Engagement Strategy

• Consistent tagging of Globant, partners like Adobe and Google Cloud, and individual colleagues to drive cross-network visibility
• Hashtag use is restrained and tied to specific campaigns or topics (e.g., #googlecloudpartnerawards)
• No explicit calls to action toward newsletters or external platforms; the content itself is the destination

Performance Indicators

Engagement varies considerably. Most posts attract 30 to 200 reactions, but her top content breaks significantly higher. One of her best recent performing posts generated 2,294 reactions and 131 comments, pointing to a topic that clearly resonated beyond her usual audience.

Overall Strategy Summary

Wanda is building herself as Globant's most visible human brand ambassador rather than a standalone personal brand. Her strategy is tightly coupled to the company's achievements and partnerships. The risk is low differentiation outside that context, but the reward is consistent executive-level visibility within the Latin American and global tech ecosystem.