Hispanic Cross-Border CMO Services

Fractional CMO for Hispanic cross-border consumer brands.

You're scaling between Latin America and the US Hispanic market. Your agencies execute — but no one directs the strategy, and no one translates culture into commerce across two markets. That's the seat I take.

Book a discovery call ↗ See projects I've directed
Founder-led
An active founder-operator, not a retired ex-CMO.
Bilingual, native
Cross-border across MX · US Hispanic · CO · BR · DR.
Agency behind
Full creative & AV execution in-house.
As featured on ADN40
Brand built for
The MacallanCasa BrugalLevi'sGrupo BimboSantanderstores.com
The problem

Two markets. One founder.
No one translating between them.

01

A full-time CMO costs $220k+

At $2M–$8M in revenue you need CMO-level direction — but you can't justify an in-house hire, and you shouldn't have to.

02

Agencies execute. They don't direct.

You have people who ship the work. What's missing is the person who decides what the work should be — and holds strategy across quarters.

03

US Hispanic isn't "translated US"

The message that wins in Mexico dies in Bogotá or Miami. Nobody owns the cultural and commercial logic of both markets at once.

Fernanda Espinosa, CEO SOMOS: Luxury is no longer about distant exclusivity
What SOMOS CMO is

Founder to founder. Not consultant to marketer.

I'm Fernanda Espinosa Portilla, founder and CEO of SOMOS — a cross-border agency I've spent ten years building from the ground up, with teams in Mexico City, Houston, Miami and the Dominican Republic.

I started on the media side at Grupo Expansión, then built SOMOS into a partner for premium consumer brands like The Macallan, Casa Brugal, Levi's and Grupo Bimbo. SOMOS CMO brings that operator's seat to your business — the strategic direction of a CMO, the cultural fluency of someone who lives cross-border, and a full execution agency behind me when you need hands.

That work runs from Hispanic-market strategy for e-commerce — like stores.com’s Shop Univision — to banking with Santander. Different categories, one throughline: making brands land with the Hispanic consumer on both sides of the border.

A women-owned business, WBE-eligible, with a team that's roughly 70% women. We build brand from real operating experience, not corporate playbooks.

See projects I've directed ↗
The difference

When Chief Outsiders isn't the right fit.

Big fractional-CMO firms place a retired executive with a general-market playbook. That's not what a cross-border consumer founder needs.

 
Big fractional firms
SOMOS CMO
Who shows up
Retired ex-CMO, corporate background
Active founder-operator, still running an agency
Execution
A strategy deck, then it's on you to find vendors
Full creative & AV agency behind me — one point of accountability
Cultural fluency
Anglo operators with translated Spanish
Bilingual native, cross-border by lived experience
Billing
US-only structures
We Are SOMOS LLC — US-to-US direct, plus LatAm local
Cost basis
US executive rates
LatAm cost, US quality
How we work

Founder-led. Not corporate-outsourced.

Month 0

Deep Dive

A full audit and a 90-day roadmap: the three levers with the most upside, and what we deliberately won't do.

Weekly

Executive session

A 60-minute working session every week. Decisions made, not status read out.

Monthly

Strategy doc

One page on what to do next — the decisions on your desk, with my recommendation on each.

Quarterly

QBR

Results against your business goal, next quarter's levers, and where to scale.

Built for LatAm ↔ US Hispanic brands

Who this is for — and who it isn't.

A fit if you're…

  • A consumer brand at $2M–$8M in revenue
  • DTC, retail premium, F&B, wellness, beauty, apparel, lifestyle
  • Founder-led — you still decide marketing
  • US Hispanic scaling to LatAm, or LatAm to US Hispanic
  • Ready to receive strategy, not just hire more hands

Not a fit if you're…

  • B2B SaaS or a corporate marketing department
  • Above ~$15M in revenue with an in-house CMO
  • A brand with no cultural tie to the Hispanic consumer
  • Looking for a cheaper pair of execution hands
Portfolio & proof

Brand built for names people know.

A decade of brand and content work across spirits, apparel and CPG — cross-border by default. See the projects behind it.

The MacallanCasa BrugalLevi'sGrupo BimboSantanderstores.comFuturaFundación Brugal
Explore SOMOS projects ↗ Book a call
Featured in Chic Magazine ↗ Guest on Grandeza Podcast ↗ Teams in CDMX · Houston · Miami · Dominican Republic
Engagement

Pick the seat that fits your stage.

Advisor
Advisor
Early-stage brands, $1M–$3M, getting direction in place.
$3,500 /mo
Month-to-month
  • Biweekly executive session
  • Strategic direction & priorities
  • Email access between sessions
  • Preferred rates on the SOMOS team
Book a call
Most chosen · the anchor
Standard
Consumer brands $2M–$5M scaling cross-border.
$5,000 /mo
$4,500 on 3-mo · $4,200 on 6-mo
  • Weekly 60-min executive session
  • Month-0 Deep Dive: audit + 90-day roadmap
  • Monthly strategy document
  • Quarterly business review (QBR)
  • Slack access, 24h response (business days)
  • 2 hrs/mo senior SOMOS consulting
  • Preferred rates on the full SOMOS team
Book a discovery call
Executive
Executive
Established brands $5M+ wanting SOMOS as AOR.
$8,500 /mo
12-month engagement
  • Everything in Standard
  • SOMOS as agency of record
  • Quarterly creative concept + 36 adaptations
  • Community across 3 platforms
  • Paid media strategy & optimization
Book a call

Execution, design, community and paid management run with the SOMOS team so the CMO seat stays focused on direction. No open contact form — every engagement starts with a real conversation.

Let's talk

Scaling across two markets?
Let's have a real conversation.

No form to fill out. One call, fifteen minutes of research done beforehand, and a straight answer on whether this is a fit.

Book a discovery call ↗ See projects first