When new products or services are taken internationally, it's not uncommon for their go-to-market strategies to need updating. What may have worked to gain traction in the US isn't always guaranteed to produce the same results in another country. Growing up in Peru, Sergio Tang quickly learned how to share his innovative ideas and tech-savviness with people in Latin America (LATAM).
As a child, Sergio would spend hours taking apart his toys and reassembling them, and by 13 years old, he started his own business with smartphones. He would buy, refurbish, and resell smartphones on MercadoLibre, a popular e-commerce site used across LATAM. It was these foundational skills that uniquely equipped Sergio for his successful career in growth marketing.
Ready to flex his marketing skills in a new and challenging environment, Sergio accepted a role at Fandango, where he spearheaded product development, marketing, content production, business development, and sales in the Spanish-speaking countries of Latin America. He relied on a teamwide "test and learn" culture, using comparative growth and product experiments to eventually bring in over 10 million monthly users and 1 million digital transactions each month. Sergio tackled every challenge with a holistic vision, taking into consideration everything from Fandango's Search Engine Optimization (SEO) strategy to its deals with vendors and affiliate networks in the region.
Sadly, just after successfully standing up Fandango's operations in Argentina, Mexico, Colombia, Chile, Ecuador, and the caribe, Covid-19 came, and the Latam operation got shut down. With this news Sergio took a role that would allow him to focus on the market where he learned his skills: Peru. During a global pandemic, Sergio transformed Pamer, an educational organization, helping it move to a product-led model and find success with online schooling. Now, it is the only accredited K-12 school in Peru able to offer a 100% online option. Implementing new systems including a CRM, ERP, LMS, and Cloud infrastructure in an educational company wasn't easy, but Sergio's approach slashed costs by over $1 million per year and completely changed how Pamer operated.
Now, at Vivela, a Peruvian financial institution, Sergio Tang serves as the Chief Transformation Officer. He is bringing the company into today's financial landscape by leading its digital transformation efforts and streamlining internal processes. Sergio also focused on the customer experience, making both in-person and digital interactions more customer-centric and accessible. Sergio took information from customer wants and requirements and built a digital platform that completely transformed the way Vivela serves its end users. Vivela targets low-income clients that are looking to buy a home in Peru, and by making the process easier to navigate, Sergio is shaping how families all over the country make their dream of buying a home come true.
Expertly tapping into a specific market requires a refined combination of skills, and Sergio proves time and time again that he has what it takes. From helping international companies expand their market reach into Latin American countries to fully understand the needs of local communities within a specific country, Sergio knows how to connect people with products and services in a way that makes everyone successful. Not only does he design state-of-the-art products, but also uses innovative marketing and growth strategies to make those products successful.
Sergio sees the big picture in everything he does, but unlike most business development strategists and go-to-market experts, he understands the importance of all the minor steps that feed into large strategic movements. Sergio's ability to deliver products and connect with consumers in Latin America has been tested in many industries; his impact has been felt in Fintech, Proptech, Edtech, and Media companies. Technology, people, emotions, microeconomics, and more, all contribute to the successful growth - or failure - of businesses, and to truly succeed in this space, you have to understand them all.
