Growth · Product Marketing · Digital Products

FedericoCortina.

Growth & Marketing leader with 12+ years of experience building and scaling digital products and businesses across Latin America.

Experience across fintech, payments and crypto, combining Product, Marketing and Data to drive acquisition, activation, engagement, retention and sustainable growth.

Explore selected workLinkedInfedericocortina@gmail.com
Federico Cortina

Selected Work

Growth challenges across digital products.

Selected cases showing how I approach growth problems through customer insight, product strategy, segmentation, experimentation, go-to-market and data.

Different growth challenges, but a common approach: identify the real constraint, find the metric that matters, and translate insight into scalable execution.

Explore case studies
  1. Ripio · Growth Strategy01

    Simple DeFi / Automatic Yield

    Finding the metric that actually moves product value.

  2. Ripio · Segmentation02

    High-Value User Strategy

    Moving from acquisition volume to user quality.

  3. Mercado Pago · Product Growth03

    Scaling Credit Beyond the Pre-approved Base

    Removing a structural constraint to product growth.

  4. Mercado Pago · Product + Data04

    Predictive Credit Activation

    Using data and experimentation to prioritize product exposure.

Experience

A career spanning Growth, Marketing, Product and Data, with increasing regional and leadership responsibility across LATAM.

  1. Ripio

    1. Head of Product Marketing & Growth

      Apr 2026 - Present

      Leading Product Marketing and Growth across LATAM, partnering with Product, Data and business teams across acquisition, activation, engagement and product adoption.

    2. Product Marketing & Growth Sr. Manager

      Aug 2024 - Mar 2026

      Growth and Product Marketing for crypto and digital asset products, combining lifecycle, segmentation, performance, go-to-market and product initiatives.

  2. Mercado Libre / Mercado Pago

    1. Regional Growth & Marketing Manager | Payments & Consumer Finance

      Jan 2021 - Aug 2024

      Regional Growth strategy across Argentina, Brazil and Mexico for payments, cards and consumer finance products within Mercado Pago and Mercado Libre.

    2. Regional Growth & Marketing Supervisor | Consumer & Merchant Finance

      Aug 2018 - Jan 2021

      Scaled consumer and merchant financial products across acquisition, activation, lifecycle and product adoption in Argentina, Brazil and Mexico.

    3. Regional Growth & Marketing Supervisor | SMB

      2017 - 2018

      Growth and lifecycle strategy for SMB sellers, focused on acquisition, engagement, retention and payment-product adoption.

    4. Go-to-Market Sr. Analyst | Payments

      2016 - 2017

      Go-to-market and Product Marketing for new payment products and regional launches across the Mercado Pago ecosystem.

  3. Movistar / Telefónica

    1. Product Owner | Mi Movistar App & Digital Self-Service

      2014 - 2016

      Product ownership for Mi Movistar and digital self-service experiences, focused on adoption, customer experience and friction reduction.

    2. Data Analyst | Competitive Intelligence & Market Research

      2014

      Competitive intelligence, market analytics and geospatial analysis across broadband, mobile, TV and digital services.

    3. Business & Marketing Analyst | Customer Acquisition & Triple Play

      2011 - 2014

      Customer acquisition and retention strategy across broadband, telephony and TV, using SQL, segmentation and channel performance analytics.

Earlier career

  1. gA

    1. Team Leader | JD Edwards & Enterprise Applications

      2011

      Led a four-person team supporting enterprise applications for Johnson & Johnson operations across Europe.

    2. Consultant | JD Edwards & Enterprise Applications

      2010 - 2011

      Enterprise applications, process analysis and implementations for Johnson & Johnson operations in the United States.

  2. Machete Argentina

    1. Co-Founder | E-commerce & Tourism Products

      2011 - 2013

      Co-founded a tourism-products venture, working across product development, branding, e-commerce, pricing and digital marketing.

Skills & Expertise

Strategy grounded in customer behavior and product decisions.

Growth & Marketing

  • Growth Strategy
  • Lifecycle & CRM
  • Performance Marketing
  • Customer Acquisition
  • Retention
  • Experimentation
  • Customer Segmentation
  • SEO

Product & Go-to-Market

  • Product Marketing
  • Product Strategy
  • Product Analytics
  • Go-to-Market
  • Product-Led Growth
  • Value Proposition
  • Customer Insights

Strategy & Data

  • Strategic Planning
  • Data & Analytics
  • SQL
  • BigQuery
  • Business Intelligence

Industry & Regional Experience

  • FinTech
  • Payments
  • Crypto
  • E-commerce
  • LATAM

AI & automation

Execution multipliers

I use AI and automation to prototype solutions, automate processes and accelerate experimentation, while keeping the business objective and customer problem at the center.

  • Claude Code
  • n8n
  • v0
  • Generative AI
  • Workflow Automation

Languages

  • Spanish · Native
  • English · Advanced
  • Portuguese · Beginner

Education

  • Bachelor's in Business Administration

    UADE · 2006 - 2010 · Avg. 8.91

  • Digital Marketing Diploma

    UTN · 2015