You're already posting. You're already showing up. But something's not clicking yet.

Maybe your content gets views but no real traction. Maybe you're not sure what separates the profiles that build influence from the ones that just fill feeds.

We figured the fastest way to find out was to go straight to the source.

We used ChatGPT to analyze the LinkedIn activity of 10 of Colombia's most active C-level executives, looking at what they post, how often, what formats drive engagement, and what makes their content actually worth following. Not vibes. Not follower counts. Patterns.

What came back was a masterclass in executive content strategy, and we're sharing all of it.If you're serious about building a LinkedIn presence that works as hard as you do, these are the profiles to study.

Ready to put those lessons into practice? Will turns your ideas into polished LinkedIn posts straight from WhatsApp, in minutes.

Freddy Vega – CEO & Founder, Platzi

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Freddy Vega started his journey with a simple passion for teaching web development to anyone willing to learn.

He built an online community that eventually grew into one of the largest tech education platforms in Latin America.

His updates feel like conversations with a mentor who genuinely wants you to succeed in the digital economy.

About Platzi

Platzi provides online professional education focused on technology, marketing, and business skills. The platform serves over four million students globally, helping them transform their careers through accessible digital courses.

🔗 Visit Platzi

LinkedIn Content Strategy Overview

Who should follow Freddy: Entrepreneurs, tech professionals, and students across Latin America; anyone interested in AI tools, edtech, or the startup ecosystem in the region.

Core Value Proposition: Freddy positions himself as the leading voice of Latin American tech education, using his platform to rally a Spanish-speaking audience around learning, innovation, and the real challenges of building in the region. With over 309,000 followers and a LinkedIn Top Voice badge, his reach extends well beyond Platzi's customer base.

Key Themes & Topics

1. AI Tools & the Shift in How We Work - His most engaged content lately. Freddy shares real, grounded observations about how AI is reshaping work, not through lectures but through moments he witnesses firsthand. One of his best recent performing posts compared watching a non-technical Platzi team member use Claude and Codex for the first time to "putting on glasses when you can't see well" and pulled over 500 reactions. Another post asking how many programmers at a San Francisco founder event still write code by hand drew over 300 reactions and 47 comments.
2. Platzi Events & Community Activations - A consistent thread. PlatziConf, book launches, and regional appearances get regular coverage. He uses these moments to rally his audience and drive attendance or streaming sign-ups.
3. Latin American Society & Inequality - Freddy doesn't shy away from big, uncomfortable topics. Posts on income inequality in the region tend to generate long comment threads and significant resharing, suggesting his audience wants a founder who thinks beyond tech.
4. His Book, CONTROL - Currently in an active promotion phase, with video posts from book fairs in Bogotá and upcoming stops across Latin America, Spain, and the US.

Format & Presentation Style

• Short, punchy text posts that open with a provocative scenario or question rather than a statement
• Spanish-language by default, which sharpens his positioning as a Latin American voice rather than a pan-global tech speaker
• Live video clips from events, raw and unpolished, which fits the tone of his brand
• Infographics used sparingly for data-driven social commentary (inequality statistics, event schedules)
• Posts rarely exceed a few lines, which is unusual for a creator of his scale but makes scrolling feel natural

Engagement Strategy

• Audience questions that prompt curiosity without giving away the answer in the post itself, forcing engagement to see the punchline or discussion
• Real-time event updates that create urgency and pull his audience into live moments
• Hashtag usage tied to his creator topics: #edtech, #latam, #software, #startups, #tech
• No clear newsletter push visible in recent posts, with community engagement centered on LinkedIn itself and Platzi's platform

Performance Indicators

Engagement varies considerably by topic. Posts about AI and work are performing best right now, with reactions reaching into the hundreds and occasionally over 1,000. Event and book promotion posts land in the 75 to 360 reaction range. Commentary on social issues tends to attract the highest comment counts and reposts, showing that Freddy's audience is not passive.

Overall Strategy Summary

Freddy is building a personal brand that makes Latin American tech feel urgent and human. He is not presenting as a thought leader with polished frameworks; he is speaking like a founder in motion, sharing what he is seeing and thinking in real time. The strategy works because his audience trusts that what he posts is actually what he believes, which is increasingly rare at his follower count.

Andrés Bilbao – Co-Founder & CEO, 30X

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Andrés Bilbao understands what it takes to scale a business from a local delivery idea to a regional tech giant.

After co-founding Rappi, he turned his focus toward empowering the next wave of Latin American entrepreneurs through 30X.

His writing reflects the grueling reality of building a company from scratch.

About 30X

30X operates as a venture builder and growth engine designed to accelerate early-stage companies across Latin America. The firm leverages deep operational expertise to help startups reach sustainable scale quickly.

🔗 Visit 30X

LinkedIn Content Strategy Analysis

Who should follow Andrés: Founders, entrepreneurs, and early-stage operators across Latin America looking for data-backed perspective on the regional startup ecosystem, investment trends, and how to build companies that grow fast.

Core Value Proposition: With 119,304 followers, Andrés operates as one of the most active and data-driven entrepreneurship voices in Latin America. Co-founder of Rappi and founder of 30X.com, he channels his operator experience into daily posts that make the Latam opportunity feel concrete, urgent, and achievable. His pitch is simple: the region has enormous potential, and the right time to build is now.

Key Themes & Topics

1. The Latin American Startup Opportunity - His most-covered subject, and the one that drives his highest engagement. Andrés regularly publishes data-backed posts that frame Latam not as a difficult market but as an underappreciated one:
   • Medellín overtaking larger cities in startups per capita
   • Latin immigrants in the US as the fourth-largest economy in the world
   • Early employees of Rappi, Nubank, Mercado Libre, and others who built significant wealth
2. Founder Mindset & Decision-Making - His second major pillar. These posts tend to be more reflective and personal, addressing the psychology of building companies: comparison paralysis, the cost of looking sideways instead of forward, how to read YC's request-for-startups list as a signal of where capital is moving.
3. AI and the Next Wave - He has positioned himself early on AI as the generational opportunity following the previous wave of Latam unicorns. He draws direct parallels between the early-Rappi moment and the current AI moment, framing it as a window that will close.
4. 30X.com and Inmersivo30X - His business and educational platform appears consistently in his posts, either directly promoted or woven in as a CTA at the bottom of otherwise editorial content. Masterclasses, program announcements, and event links appear regularly.

Format & Presentation Style

• Short to medium-length posts with a clear narrative arc: a striking data point or story, followed by context, followed by a takeaway or provocation
• Numbered lists and bullet points used frequently when breaking down statistics or multi-part arguments, but always inside prose rather than as a substitute for it
• Infographics and data visuals accompany many of his fact-heavy posts, adding credibility and improving scrollability
• Document carousels for longer breakdowns, such as the YC Summer 2026 request list analyzed point by point
• Spanish throughout, with occasional English phrases for globally recognized terms
• Posts frequently in real time, including the same day as major ecosystem news

Engagement Strategy

• High posting frequency - multiple posts per day, keeping his name at the top of feeds consistently
• 30X.com integration - nearly every post carries a link or reference to his platform, creating a steady traffic channel without being overtly transactional
• Timeliness as an asset - Andrés responds quickly to major ecosystem news (OpenAI equity events, YC batch announcements, economic data releases), which helps his posts catch early traction
• Provocation without aggression - he often ends posts with a pointed question or a challenge to conventional thinking, which drives comment activity without alienating readers
• Event promotion - masterclasses and in-person programs are announced within regular content cadence rather than as separate promotional bursts

Performance Indicators

One of his best recent performing posts, a data breakdown of the 68 million Latinos in the US as the world's fourth-largest economy, drew 190 likes and 15 reposts. Another, sharing and annotating the YC Summer 2026 requests list, reached 95 likes and 9 reposts. His strongest posts routinely clear 300 likes, with one standout in the sample reaching 537 likes and 26 comments. Posts anchored in regional economic data or startup milestone stories tend to be his most viral, while shorter opinion posts land in the 40-90 range. A post about the Medellín startup density figures generated 338 likes, confirming that Latam-pride data stories are his most reliable format.

Overall Strategy Summary

Andrés is building the definitive LinkedIn presence for founders in Latin America who want to think bigger. His competitive advantage is the combination of earned credibility from Rappi, a genuine data habit, and a publishing pace that few peers match. The 30X.com ecosystem sits underneath everything, turning his audience into a pipeline for his programs without the content ever feeling primarily like an ad.

Manuela Villegas Jaramillo – CEO, Yes Sir Agency

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Manuela Villegas Jaramillo brought an unapologetic, high-energy approach to the corporate marketing world.

She built her agency by questioning traditional advertising metrics and focusing entirely on revenue generation.

Her posts cut through standard corporate politeness with bold growth hacking tips.

About Yes Sir Agency

YES SIR AGENCY specializes in inbound marketing, inbound sales, and growth hacking infrastructure. The company builds automated systems that convert digital traffic into verifiable corporate revenue.

🔗 Visit YES SIR AGENCY

LinkedIn Content Strategy Overview

Who should follow Manuela: Founders, marketing directors, B2B service company owners, and growth professionals in Latin America

Core Value Proposition: Manuela positions herself as a growth systems architect who helps companies stop guessing and start diagnosing where they actually lose money. As Founder & CEO of Si Señor (agency) and Si Señora Edtech (bootcamp), her LinkedIn is equal parts personal brand and business engine.

Key Themes & Topics

1. Growth Marketing Education - Her most consistent pillar. Posts that break down frameworks with real business logic:
   • B2B CAC reduction strategies (documents shared with bootcamp students)
   • The "Growth Playbook 90D" framework (OMTM, funnel clarity, scientific testing)
   • SEO/GEO for SaaS companies scaling across Latin American markets
2. Consumer Behavior & Market Analysis - Her mini-series "¿Qué $%/!# está pasando con el consumidor?" translates dense research into digestible, opinionated content, covering inflation, body image trends, and shifting consumption patterns
3. Raw Entrepreneurship Stories - Some of her most engaging content is simply honest. Posts about clients who nearly bankrupted her company, or admitting she stepped back from the ecosystem to avoid repeating herself, land very differently from her educational content
4. Fintech & Industry Commentary - A natural extension of her client work. She amplifies Si Señor's "Entre tinto y data" series on Colombia Fintech's 2026-2030 roadmap, making technical documents readable for a broader audience
5. Personal Performance & Self-Awareness - Posts on Performance Medicine, knowing when to step away, and the cost of staying in one ecosystem too long

Format & Presentation Style

• Documents/Carousels used regularly to share bootcamp materials directly on LinkedIn, turning study content into marketing
• Short-form video for her "Lunes de Tecnicismos" series, a recurring Monday format that gets consistent traction
• Long-form text posts for educational frameworks, structured with arrows (→) and bold headers
• Personal narrative used for high-engagement moments, with a casual, direct Spanish voice that switches to English selectively
• Bilingual content without formal separation, she writes whichever language fits the thought

Engagement Strategy

• DM-triggered CTAs - "Escríbeme 'growth'" is a recurring prompt across educational posts, funneling warm leads directly into conversation
• Brand integration - Si Señor and Si Señora Edtech are woven into most posts, not as ads but as context for why she knows what she knows
• Hashtags kept minimal: #emprendimientos, #marketing, #startups
• Community amplification - Tags partners, clients, and Colombia Fintech regularly, building reciprocal visibility across ecosystems

Performance Indicators

Posts generate between 28 and 659+ reactions, with comments ranging from 1 to 171. One of her best recent performing posts, a candid story about a major client who ran up nearly $300K in ad spend and then negotiated an 8-year debt repayment plan, pulled 659 reactions and 171 comments. Her educational frameworks and personal reflection posts tend to cluster between 100 and 310 reactions with strong comment activity.

Overall Strategy Summary

Manuela is building a brand where her education business and her agency validate each other constantly. She doesn't separate "teaching" from "selling" because for her they're the same signal: people who see the quality of her thinking become clients and students. The rawness and the rigor coexist in a way that's hard to fake, which is probably what makes her audience stick around.

Camilo Silva Jaramillo – CEO, Valora Analitik

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Camilo Silva Jaramillo realized that traditional news outlets often missed the immediate, hard data needs of the modern financial sector.

He stepped up to create a real-time economic news platform that financial leaders trust explicitly.

His daily updates offer a clear window into economic changes.

About Valora Analitik

Valora Analitik functions as a major financial and economic news platform delivering real-time data, market analysis, and business reporting. The platform serves corporate leaders, investors, and policy makers tracking macroeconomic movements.

🔗 Visit Valora Analitik

LinkedIn Content Strategy Analysis

Who should follow Camilo: Business leaders, entrepreneurs, investors, and professionals in Latin America who want grounded, field-level reporting on the region's most relevant companies, economies, and business stories.

Core Value Proposition: With 72,670 followers, Camilo sits at an interesting intersection: he is simultaneously a media entrepreneur (CEO of Valora Analitik, one of Colombia's leading business news platforms) and a content creator in his own right. His LinkedIn presence functions as a personal extension of his journalistic work, giving his audience access to the conversations, field trips, and company visits that sit behind the stories his platform publishes. He brings the sensibility of a business journalist to a creator format.

Key Themes & Topics

1. Field Reporting and Business Visits - One of his most distinctive content types and consistently among his best performers. Camilo documents in-person visits to companies and markets across the region with a mix of personal observation and business analysis:
   • A recent trip to Caracas exploring Venezuela's cautious economic reopening and what it means for Colombian entrepreneurs
   • On-the-ground visits with executives from companies like Farmatodo, framed around broader lessons for regional business leadership
2. Business Interviews and Podcast Content - Camilo uses LinkedIn to extend the reach of long-form conversations he has with executives and entrepreneurs. These posts combine personal warmth with genuine admiration for the people he interviews, making them feel less like promotional content and more like personal recommendations:
   • Interviews with the president of Luker Chocolate on legacy and family businesses
   • Conversations with the rector of CESA, Colombia's prominent business school
   • Content tied to his podcast and editorial work at Valora Analitik
3. Latin American Economic Trends and Business News - He regularly shares context and commentary on major economic developments across the region, particularly those affecting Colombia, Venezuela, and other markets where his platform has strong coverage.
4. Company and Product Milestones - Posts about Valora Analitik's own developments, including the launch of Valeria, the platform's AI assistant, show up with genuine emotional investment rather than corporate announcement language.

Format & Presentation Style

• Medium-length posts that combine personal voice with journalistic precision, typically 150-300 words
• Photo-led content when posting from the field, with multiple images from visits, events, and interviews, giving posts a sense of being there
• Warm, admiring tone toward the people and companies he writes about, which reads as authentic given his role as a business journalist who has spent years covering the region
• Spanish throughout, consistent with his primarily Colombian and Latam audience
• Moderate emoji use to signal energy and warmth without overwhelming the content
• No heavy CTA structure - posts rarely push hard toward a conversion, which is consistent with his journalist identity

Engagement Strategy

• Leveraging access as content - his ability to get in front of major executives and travel to markets like Venezuela gives him material that most creators simply cannot replicate
• Personal framing over institutional framing - even when writing about Valora Analitik, Camilo writes as a founder who cares about the product emotionally, not as a company spokesperson
• Community warmth - he tags collaborators, interview subjects, and companies generously, which drives organic reach through their networks
• Consistent cadence - he posts frequently enough to maintain visibility without flooding feeds, and the variety of content types keeps the profile from feeling repetitive

Performance Indicators

Camilo's engagement range is notably wide, reflecting a mix of content types. One of his best recent performing posts, a photo series and reflection from his trip to Caracas exploring the Venezuelan business landscape, reached 485 likes and drew significant comment discussion. Another standout, a post about the Luker Chocolate interview and the theme of business legacy, pulled 290 likes. A post on the Farmatodo story generated 277 likes and 31 comments. Shorter personal posts and product announcements tend to land more modestly in the 10-60 range, while field-reporting and narrative interview posts are reliably his strongest performers.

Overall Strategy Summary

Camilo is building a personal brand that amplifies and personalizes the institutional credibility of Valora Analitik without being indistinguishable from it. His journalism background gives him a discipline that most entrepreneur-creators lack: he finds the human story inside the business story, and that makes his content worth reading rather than just worth scrolling past. The field-reporting format is his clearest differentiator and the area where his audience responds most strongly.

Natalia Bayona – Executive Director, UN Tourism

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Natalia Bayona broke traditional age barriers to lead global tourism innovation at the highest level.

She assumed her executive role with a mission to merge sustainable tourism with cutting-edge tech startups.

His posts bridge the gap between global diplomacy and local economic development.

About UN Tourism

UN Tourism operates as the United Nations specialized agency responsible for the promotion of responsible, sustainable, and universally accessible tourism. The organization drives economic growth through tourism innovation and education frameworks across global member states.

🔗 Visit UN Tourism

LinkedIn Content Strategy Overview

Who should follow Natalia: Tourism ministers, destination marketers, innovation ecosystem builders, global policy professionals, and anyone working at the intersection of travel, economic development, and public-sector strategy

Core Value Proposition: As Executive Director of the World Tourism Organization (UNWTO), Natalia uses LinkedIn as a platform for institutional leadership. She translates high-level global tourism policy into accessible, human narratives, framing her role not just as an executive position but as a mission with geographic and social consequence.

Key Themes & Topics

1. Global Tourism Leadership & Policy - The spine of her content. Posts from UN Tourism Commissions, thematic office openings, and bilateral meetings with ministers and deputy prime ministers. She documents institutional milestones in a way that feels like a travel journal rather than a press release
2. Innovation & Startups in Tourism - A consistent sub-theme. The Sustainable Islands Innovation Forum in the Bahamas (80 startups), the UN Tourism Thematic Office on Innovation for Africa in Rabat, and ongoing commentary on how innovation pipelines connect local talent to global markets
3. Recognition & Awards - She uses these strategically. A Forbes Colombia "mujeres poderosas" recognition turned into one of her most engaged posts, framed not as personal achievement but as responsibility and a message to the next generation of Latin American women in global roles
4. Luxury, Authenticity & the Reframing of Tourism - Posts that challenge surface-level definitions of luxury, arguing that the real value of modern travel is human connection, identity, and craftsmanship rather than excess
5. Bilingual Mission-Driven Reflection - She moves between Spanish and English fluidly, with Spanish posts often carrying more personal weight and English posts skewing institutional

Format & Presentation Style

• Photo carousels from missions and destinations are her primary format, documenting moments from painting carnival masks in the Bahamas to opening ceremonies in Morocco. These carry a "behind the scenes of global diplomacy" quality that differentiates her from typical institutional accounts
• Personal narrative voice throughout, even in formally significant posts. She leads with emotion and scene-setting before pivoting to the policy point
• Hashtags used consistently and strategically: #tourism, #turismo, #UNTourism, #innovation, #Africa, #TourismLeadership
• Tagging of heads of state, ministers, and destination bodies in almost every post, which significantly extends organic reach into political and institutional networks
• Video used occasionally for opinion-led pieces on luxury and tourism values

Engagement Strategy

• Tagging key stakeholders is central to her distribution. Each post typically mentions three to ten public figures or institutions, turning LinkedIn into a relationship-signaling tool as much as a publishing platform
• Emotional opening lines anchor most posts before moving into the substance, a consistent structural choice that makes institutional content feel personal
• Call to reflection in comments, particularly on posts about luxury and tourism values, inviting her audience to share their own perspective
• Cross-language reach built naturally into her posting cadence, making her visible to both Spanish-speaking Latin American audiences and English-speaking global policy circles

Performance Indicators

Natalia's posts with 56,000+ followers are generating strong consistent numbers, ranging from around 120 to 950+ reactions per post, with comments between 4 and 74. One of her best recent performing posts, her Forbes Colombia recognition as one of Colombia's most powerful women, reached 953 reactions and 67 comments. Mission documentation posts from the Bahamas and Morocco landed in the 300-400+ reaction range with double-digit comments and reposts.

Overall Strategy Summary

Natalia has built a LinkedIn presence that makes global institutional work feel human and consequential. She is not just reporting what UNWTO does; she is narrating why it matters, and doing so from the inside. Her authority comes from proximity to real decisions, and her engagement comes from making those decisions emotionally legible to people who are not in the room. That combination is rare in the world of intergovernmental organizations, where communications often feel distant and corporate.

Valentina Ponce de León – Co-Founder & CEO, Lab10

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Valentina Ponce de León saw too many founders get trapped in months of planning without ever launching a product.

She designed a framework to build and test ideas rapidly, helping companies find immediate clarity.

Her feed serves as a guide for efficient software development.

About Lab10

Lab10 operates as a product development studio that transforms business concepts into functional digital products. The company focuses on agile validation and user-centric design to help startups hit the market effectively.

🔗 Visit Lab10

LinkedIn Content Strategy Overview

Who should follow Valentina: Founders and operators building with AI, non-technical professionals trying to understand and adopt AI meaningfully, Latin American startup ecosystem participants, and anyone interested in honest entrepreneurship storytelling

Core Value Proposition: As Co-Founder & CEO of LAB10, Valentina positions herself as someone who genuinely lives inside the AI transition, not as a commentator but as a practitioner. Her content blends technical education on AI infrastructure with rare personal candor about what it actually feels like to build a company in the middle of a technology shift.

Key Themes & Topics

1. AI Education & Infrastructure - Her highest-performing content sits here. Posts that go beyond surface-level AI hype to explain compute scarcity, model selection, rate limits, and what it means to build responsibly with constrained resources. One deep dive on why Claude hits usage limits, connecting it to global semiconductor shortages and data center economics, became one of her strongest posts
2. LAB10 Programs & Community - Regular promotion of Builders by LAB10, an 8-week intensive on building with AI for both technical and non-technical profiles, and challenge formats like "construye un agente en 7 días." These posts function as program marketing while also delivering standalone value
3. AI Ambivalence & Honest Reflection - A genuinely distinctive pillar. Valentina openly writes about her dependency on Claude, the fear of losing critical thinking, the experience of losing access for hours and feeling disoriented. These posts are not performative vulnerability, they read as real internal tension, and her audience responds accordingly
4. Entrepreneurship & Personal Growth - Her Substack, which she links from LinkedIn, carries longer-form personal writing. One post-mortem on a year of building, framed as internal rather than business reflection, generated significant engagement precisely because she admitted it scared her to publish it
5. AI Tool Commentary - Practical, opinionated takes on specific tools. Her reaction to Claude Design, comparing the experience to what engineers feel with Lovable and Cursor, is a good example: technically grounded but written in a voice that is conversational and honest about limits

Format & Presentation Style

• Long-form text posts with a conversational, first-person structure, no heavy formatting or bullet lists, reads like a smart person thinking out loud
• Substack integration is consistent, using LinkedIn to surface longer essays and driving her most reflective readers toward deeper content
• Program announcements are direct and detailed, listing what participants will learn, who it is for, and how to join, with clear links
• Challenge formats (7-day agent builds, cohort launches) create urgency and community participation in a way that standard posts do not
• No heavy hashtag use, her distribution comes from quality of content and conversation rather than keyword optimization
• Charts and data visuals accompany her more analytical posts on AI infrastructure

Engagement Strategy

• Community events as content hooks: in-person LAB10 meetups in Mexico City, cohort launches, and public challenges generate both engagement and real-world community building that feeds back into her LinkedIn presence
• Genuine two-way conversation in comments, she is visible in the replies on her most contested or reflective posts, which encourages longer comment threads
• Linking Substack signals depth and intellectual commitment, differentiating her from creators who keep everything surface-level
• Relatability as strategy: her AI anxiety posts work because they name something her audience feels but rarely sees articulated by someone inside the industry

Performance Indicators

Valentina's posts are generating strong engagement, with reactions ranging from around 60 to over 1,400. One of her best recent performing posts, a deep dive on why AI compute is scarce and what users should do about it, pulled over 1,140 reactions, 89 comments, and 67 reposts. A separate post on AI dependency and the fear of losing independent thinking reached 495 reactions and 73 comments. Her challenge and program launches sit consistently in the 300-400+ reaction range.

Overall Strategy Summary

Valentina has built a presence that is hard to replicate because it is genuinely personal. She is not performing expertise from a safe distance. She is writing from inside the confusion and excitement of building with AI in real time, and that proximity to the actual experience is what makes her content land. LAB10 benefits directly because every post demonstrates that its founder understands not just what the tools do, but what it feels like to depend on them.

Edwin Zácipa – CEO, Latam Fintech Hub

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Edwin Zácipa recognized early on that the fragmented financial technology space in Latin America needed a central network.

He dedicated his career to connecting fintech startups with banks and regulatory bodies.

His profile serves as a central directory for regional financial innovation.

About Latam Fintech Hub

Latam Fintech Hub serves as a prominent digital platform and networking community for the financial technology ecosystem in Latin America. The hub tracks investment trends, regulatory changes, and partnership opportunities for hundreds of member companies.

🔗 Visit Latam Fintech Hub

LinkedIn Content Strategy Analysis

Who should follow Edwin: Fintech founders, payments executives, banking and financial services professionals, and investors across Latin America who want to stay current on the region's fast-moving digital payments and open finance ecosystem.

Core Value Proposition: With 33,055 followers, Edwin has built one of the most focused and energetic fintech community hubs in Latin America. His LinkedIn presence is the public face of a broader ecosystem he runs through Latam Fintech Hub, a platform that connects fintech companies, financial institutions, investors, and regulators across the region. He is less a thought leader in the traditional sense and more an ecosystem connector who happens to post every day, making his feed feel like the pulse of Latin American fintech in real time.

Key Themes & Topics

1. Payments and Open Finance in Latin America - His core subject, and the one where he has genuine depth. Edwin covers the infrastructure layer of digital finance with a practitioner's eye:
   • Open Finance regulation developments in Colombia and across the region, including his highest-engagement post announcing mandatory Open Finance becoming law in Colombia, which drew over 400 likes and nearly 50 reposts
   • Payment rails and the competition between A2A transfers, card networks, crypto, and open banking
   • Fraud, identity, and digital security as enablers or blockers of financial inclusion
2. Paytech Conference - At the time of this analysis, a significant portion of Edwin's content is dedicated to building momentum around the Paytech Conf, a large-scale in-person payments event he organizes in Bogotá. The promotion is creative and persistent, using analogies ("the Estéreo Picnic of payments"), sponsor announcements, ticket sales framing, and venue reveals to sustain interest across weeks.
3. Ecosystem Partnerships and Community Announcements - Edwin regularly announces new partners joining Latam Fintech Hub, new webinar speakers, fellowship graduates, and regional expansion moves. These posts serve as both news and proof that the ecosystem is active and growing.
4. Webinars, Fellowships, and Industry Events - He runs a high cadence of online programming through Latam Fintech Hub, including weekly webinars, intensive fellowship programs on open payments, and VIP networking events tied to conferences like FinTech México Week. LinkedIn is his primary channel for promoting all of it.

Format & Presentation Style

• Short, high-energy posts built around one idea, one announcement, or one question, often under 100 words
• Emoji-heavy opening lines used as visual hooks, typically three repeated emojis that signal the energy level of the post before the reader reaches the text
• Casual, community-native voice that sounds like a message from someone already inside the ecosystem rather than someone trying to attract outsiders to it
• Spanish throughout, with occasional English terms for globally standard fintech concepts like Open Finance, PayFacs, and BNPL
• Frequent links to registration pages, event sites, and external content, making his posts functional as well as editorial
• Visuals range widely from event graphics and sponsor logos to infographics and agenda slides, depending on what he is promoting

Engagement Strategy

• Event as content engine - the Paytech Conf gives Edwin months of content across a single narrative arc, from early announcement through speaker reveals, sponsor additions, ticket urgency, venue announcement, and post-event coverage
• Fellowship and education programs provide a secondary content stream that positions Latam Fintech Hub as more than an events company
• Regulatory news as high-reach content - when significant fintech regulation moves in the region, Edwin is among the first to post about it, and those posts dramatically outperform his event-related content
• Community tagging and partner mentions generate organic reach through the networks of every company and individual mentioned
• Personal presence at industry events across Colombia, Mexico, and other markets, which he documents on LinkedIn and uses to reinforce his standing as a regional connector rather than a local one

Performance Indicators

Edwin's engagement splits clearly into two tiers. Event and community posts typically land between 18 and 80 likes with minimal comments. Regulatory and industry news posts are a different story entirely. One of his best recent performing posts, a document and announcement about mandatory Open Finance regulation in Colombia, reached 407 likes, 14 comments, and 49 reposts, his strongest result by a significant margin. A Paytech Conf momentum post comparing the event to Estéreo Picnic drew 239 likes and 10 comments. Posts tied to real ecosystem news consistently outperform promotional content, suggesting his audience responds to Edwin as a news source as much as an event organizer.

Overall Strategy Summary

Edwin is doing something genuinely difficult well: building a personal brand and a community platform simultaneously on the same channel without one undermining the other. His identity as an ecosystem connector gives him a content advantage that pure thought leaders do not have, which is access to announcements, partnerships, and regulatory developments before they are widely covered. The clearest opportunity in his strategy is leaning further into the regulatory and industry analysis content, where his engagement ceiling is dramatically higher than in event promotion, and where his expertise is least replicable by competitors.

Andrea Arnau – Founder & CEO, CPT Investments

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Andrea Arnau spent years advising corporations on digital transformation before taking her insights to the public eye.

As an investor on Shark Tank, she learned to evaluate business ideas within seconds.

Her LinkedIn posts carry that same sharp, analytical precision.

About CPT Investments

CPT Investments operates as a strategic firm focused on technology investments and corporate innovation strategies. The company helps traditional businesses integrate modern digital architectures to maintain market relevance.

🔗 Visit CPT Investments

LinkedIn Content Strategy Analysis

Who should follow Andrea: Entrepreneurs, founders, aspiring business owners, and investors in Latin America interested in the realities of building companies from the ground up.

Core Value Proposition: With 27,828 followers and a LinkedIn Top Voice badge, Andrea positions herself as a seasoned entrepreneur-investor who translates 28 years of business experience into honest, personal lessons about what it actually takes to build and scale companies in Latin America. Her role as a Shark Tank judge on both the Colombian and Mexican editions gives her immediate credibility, but her content goes well beyond the TV persona.

Key Themes & Topics

1. Entrepreneurship & Business Building - Her most consistent thread. Andrea writes about the hard realities of starting companies, the discipline of profitable mission-driven models, and the psychology of entrepreneurship, drawn from her own current ventures:
   • Her course "Misión Emprende" and its modular evolution after listening to students
   • The role of profitability in sustaining purpose-driven projects
   • Lessons from watching 200+ entrepreneurs go through her programs
2. Personal Reflection & Leadership - Probably her most distinctive content. Posts about ego, fear of being exposed, celebrating friendships who inspire her, and pride without taking credit. These generate strong emotional responses from her audience.
3. Business Spotlights & Podcast Content - Through her podcast "Criterio," co-created with BTG Pactual Colombia, she spotlights compelling Latin American business stories (Luker Chocolate, CESA rector, and others), which she then promotes on LinkedIn with warm, personal framing rather than straight promotional copy.
4. Timely Commentary - Occasional short-form takes on AI, marketing clichés, and advertising, where she says something honest and a little contrarian.

Format & Presentation Style

• Long-form narrative posts in Spanish are her default, often running 400+ words and reading like reflective essays rather than thought leadership bullet points
• Bilingual presence - some posts in English, particularly when the subject or the person she's writing about is international in scope
• Conversational and personal rather than polished or corporate in tone
• Visuals used selectively - product images for Undershower milestones, interview thumbnails for podcast posts
• CTAs placed in comments rather than in the post body, keeping the post text cleaner

Engagement Strategy

• Podcast as content engine - Criterio gives her a regular supply of interview-based content that performs consistently well
• Hashtags kept minimal - #emprendimiento, #entrepreneurship, #branding, #funding, #innovacion reflect her creator topics without over-tagging
• Community building through the course - Misión Emprende and its modular version serve as a soft CTA woven into her content rather than an aggressive pitch
• Emotional hooks - Posts that open with personal vulnerability (fear of launching the course, the role of ego, being proud of a friend) consistently outperform straight information posts

Performance Indicators

Engagement sits primarily in the 20-50 likes range for most posts, with standouts that climb much higher. One of her best recent performing posts, a warm write-up promoting a Criterio interview about business legacy and family companies, reached 137 likes and 13 reposts. Another, sharing the news of Undershower entering a major retailer, pulled 43 likes and 7 comments. Her highest-engagement post in the sample window topped 162 likes and 18 comments, driven by a personal story tied to Undershower and a broader message about resilience. Posts that combine personal storytelling with a business milestone consistently outperform pure opinion content.

Overall Strategy Summary

Andrea is building herself as a credible Latin American entrepreneur-investor who leads with honesty and experience rather than performance. Her edge is that she doesn't write like someone trying to build a personal brand; she writes like someone with things worth saying. The podcast, the course, and her Shark Tank identity all reinforce each other on the same channel without competing for space.

Catalina Murad Botero – CMO, PIT Process

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Catalina Murad Botero found her calling in making complex operational outsourcing processes understandable to the corporate market.

She focuses on aligning marketing strategies with strict operational capabilities.

Her updates reflect the modern approach to corporate B2B marketing.

About PIT Process

PIT Process provides business process outsourcing, corporate automation, and operational optimization services. The company helps corporate clients reduce operational costs and improve service delivery times through digital workflows.

🔗 Visit PIT Process

LinkedIn Content Strategy Analysis

Who should follow Catalina: CEOs, general managers, and senior leaders at mid-sized companies in Latin America who are struggling with strategy execution, organizational alignment, and scaling without losing control.

Core Value Proposition: Catalina has carved out a specific and consistent niche: helping leadership teams move from strategy on paper to strategy in practice. Her content orbits a proprietary methodology she calls the Método CICCO, and everything she publishes either teaches a piece of it, illustrates why it matters, or invites her audience into a program or event where they can go deeper. Her LinkedIn presence functions as the top of a clearly defined funnel.

Key Themes & Topics

1. Strategy Execution and Organizational Alignment - Her primary subject, returned to consistently across different angles:
   • Why most companies fail not because their strategy is wrong but because it was never designed to be used day-to-day
   • The gap between a well-presented plan and a team that actually knows what to prioritize
   • How to build internal systems that let companies scale without depending on one or two people who "know everything"
2. The Método CICCO Framework - Her proprietary approach to strategic execution is both her intellectual product and her content engine. She uses posts to introduce concepts from the framework, explain what problems each component solves, and build familiarity before asking people to invest in a program.
3. Decision Center - A product or service she promotes as a platform for making strategy visible and operational inside organizations, with clear indicators, priorities, and accountability. Posts about it tend to include visual diagrams and structured before/after scenarios.
4. Events and Community - Catalina hosts strategic breakfasts for CEOs and senior managers and uses LinkedIn to document them, promote upcoming ones, and signal the quality of the conversations happening inside. This functions both as social proof and as a lead generation mechanism.

Format & Presentation Style

• Heavily formatted posts using bold Unicode text for headers, bullet points, checkmarks, and warning symbols to create visual hierarchy within the LinkedIn text editor
• Short declarative lines stacked vertically, creating a scrollable rhythm that slows readers down and makes each point land separately
• Diagram and infographic visuals accompanying posts about the Decision Center and CICCO framework, translating abstract concepts into something visual
• Spanish throughout, with professional but accessible language aimed at executive audiences
• Consistent hashtag blocks at the end of most posts, including #DecisionCenter, #Estrategia, #CICCO, #Escalabilidad, and #AltaGerencia
• Direct CTAs at the end of posts, typically inviting readers to comment, DM her, or register for an upcoming event or program

Engagement Strategy

• Framework repetition with variation - she returns to the same core ideas from different angles across multiple posts, building familiarity with her concepts over time without saying exactly the same thing twice
• Event-driven content calendar - the strategic breakfast format gives her regular anchor points around which to publish before, during, and after each gathering
• Question-based post endings - most posts close with a direct question to the reader ("Which of these signs have you seen in your company?"), which is a deliberate engagement driver
• Ruta Estratégica program - a structured program she promotes as a course or cohort for leaders who want to implement the methodology, mentioned with specific start dates and urgency cues
• Banco Popular partnership - she has leveraged a corporate partner appearance at her events as social proof content, which signals market credibility

Performance Indicators

Engagement is modest relative to the other profiles in this group, with most posts landing between 3 and 15 likes. Her strongest recent posts include a framework post about organizational dependence on key people reaching 32 likes, and a post about the strategic breakfast event with 18 CEOs drawing 25 likes. The content that performs best tends to be the most diagnostic, meaning posts that name a specific organizational pain point that senior leaders immediately recognize in their own companies. Pure promotional posts for Ruta Estratégica and Decision Center perform below her average.

Overall Strategy Summary

Catalina is executing a textbook B2B personal brand strategy: establish a named framework, educate consistently around it, and use events and programs to convert audience into clients. The challenge is that her engagement numbers suggest her reach has not yet caught up with the quality and clarity of her positioning. The content is coherent and well-targeted, but the amplification side of the strategy, whether through collaboration, broader topic coverage, or a stronger hook format, still has room to grow.

Verónica Bustamante – CMO & Co-Founder, Doclick

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Verónica Bustamante witnessed the immense logistics hurdles that e-commerce businesses faced every single day.

She co-founded a platform to simplify shipping and delivery systems for online merchants.

Her content highlights the critical intersection of digital marketing and physical logistics.

About Doclick

Doclick operates a digital logistics platform designed to streamline shipping, tracking, and delivery fulfillment for e-commerce platforms. The system connects merchants with multiple courier services to optimize delivery times and costs.

🔗 Visit Doclick

LinkedIn Content Strategy Overview

Who should follow Verónica: Founders and business operators navigating legal compliance, legaltech enthusiasts, marketers working in regulated industries, and Colombian startup ecosystem participants interested in the intersection of law, design, and customer experience

Core Value Proposition: As CMO and Co-founder of Doclick, Verónica positions herself as a translator between the legal world and the business world. Her content makes compliance feel like a strategic asset rather than a bureaucratic burden, arguing that well-designed legal processes protect brands, build trust, and prevent the kind of costly mistakes that show up in headlines.

Key Themes & Topics

1. Legal Risk as Business Strategy - Her strongest and most distinctive content. Rather than writing about legal issues in abstract terms, she anchors posts in real cases and regulatory events. A detailed breakdown of the Rappi sanction by Colombia's consumer protection authority turned into a structured analysis of what any company can learn from the fine, covering PQR systems, terms and conditions, and the regulatory signals companies routinely ignore
2. Legaltech & Industry Ecosystem - Verónica actively supports and amplifies the legaltech space in Colombia, sharing initiatives like the Due Legal hackathon and tagging relevant players in the ecosystem. This positions Doclick as a community participant rather than just a service provider
3. Bootstrapping & Honest Entrepreneurship - Some of her most personal content touches on the decision to stay bootstrapped despite investment offers, the discomfort of watching peers chase funding rounds, and the slower, quieter satisfaction of building on their own terms. A post reflecting on five years attending StartCo, written from a noticeably calmer place than previous years, generated 150 reactions and 28 comments
4. Team & Culture Spotlights - Verónica uses LinkedIn to visibly celebrate the people inside Doclick, a post highlighting a team member's role in bringing operational structure to a legal services company is a good example. These posts humanize the brand without being performative
5. Consumer Protection & Compliance Education - Posts that help business owners understand what terms and conditions actually signal about a company's values, what regulators are watching, and how legal architecture connects directly to customer experience

Format & Presentation Style

• Structured analytical posts with numbered or emoji-led sections, her Rappi breakdown used a clear three-part framework that made a complex regulatory story easy to follow
• Sharing company content from Doclick's own page, with a personal framing layer added on top, bridging institutional messaging with her individual voice
• Conversational and grounded tone throughout, she writes in plain Spanish without legal jargon, which is a deliberate choice given that her audience includes non-lawyers who need to understand why these issues matter to them
• Hashtag usage consistent and topically tight: #Doclick, #ProtecciónAlConsumidor, #SIC, #Compliance, #LegalDesign, #Legaltech
• Amplification of ecosystem peers through resharing and tagging, building reciprocal visibility with other legaltech founders and legal educators

Engagement Strategy

• Current events as content triggers: regulatory decisions, industry conferences, and high-profile sanctions give her timely pegs to publish content that already has attention behind it
• Questions to the audience at the end of posts, asking whether readers have reviewed their own T&C or how they are thinking about a specific compliance issue, inviting comment responses
• Ecosystem co-creation: tagging partners, sponsors, and fellow founders in legaltech posts creates shared distribution across a niche but highly relevant professional network
• Personal milestone posts about the Doclick journey, framed with reflection rather than celebration, tend to generate her warmest engagement

Performance Indicators

Verónica's own posts generate moderate but meaningful engagement, with stronger reactions on personal entrepreneurship content than on purely educational legal posts. One of her best recent performing posts, a reflection on five years of attending StartCo and the conscious choice to build slowly, reached 150 reactions and 28 comments. Her analytical posts on compliance topics tend to attract fewer reactions but generate more substantive comment conversations, reflecting a smaller but more professionally aligned audience.

Overall Strategy Summary

Verónica is building a presence that makes Doclick's niche feel important and accessible at the same time. Legal compliance is not a natural magnet for LinkedIn engagement, but she consistently finds the human and business stakes inside dry regulatory stories and pulls those out front. Her content strategy works because it is genuinely useful to the people who need it, not because it chases broad reach.