Beyond borders: My unique edge in Digital Marketing
International trade has always fascinated me. It’s far more than a simple exchange of goods and services; it’s about understanding how economies intertwine through their economic, social, financial, and technological policies, giving you a broad overview of the global era we live in. My first real contact with this world was with the CUSMA as it’s known in English. I remember everything seemed alien to me; products were presented innovatively and had names that were difficult to pronounce. Who would have thought that my interest in international trade was growing?.
My Journey in International Trade
Studying International Trade at the Universidad del Valle de México gave me a global perspective and a distinct vision. I learned the complexity involved in importing and exporting: from paperwork, documents, taxes, transport, and insurance, to intricate trade treaties and the cultural, political, or economic risks of entering a new market.
Mexico, the United States, and Canada negotiate tariffs, quotas, or non-tariff barriers diplomatically based on the national needs and interests of each involved nation. In contrast, news outlets often present these same topics in a biased way, according to their own interests and the companies involved. However, with my knowledge and a bit of analysis, I can leverage the competitive advantages that emerge from these decisions.
My social service practices at the Mexican Customs, working side-by-side with merchandise inspection officers, whom we called “vistas,” involved unloading and inspecting containers and managing extensive files. There, I saw firsthand how maritime, air, land, and multimodal transport, along with quotas, tariffs, and tariff and non-tariff barriers, are key pieces. My experience in logistics and as a buyer strengthens my skills in managing material flows, optimizing inventory, negotiating prices, and seeking innovative suppliers and products. Organizations like the World Trade Organization (WTO), the International Monetary Fund (IMF), the World Bank, and other international entities are tools governments use in negotiations. Understanding these mechanisms facilitates international payments and transactions, making us part of this global engine. Nowadays, it’s impossible for me not to think about all the processes that juicy watermelon went through to reach our tables.
From Buyer to Brand Hunter
My first big job after university was as an international buyer. I worked for alarm companies, beverage dispenser companies, a Chinese product importer, and a construction company. In all of them, my focus was the same: globally sourcing products, comparing prices, evaluating after-sales service, supplier infrastructure, quality, production capacity, and delivery times.
But it was a trip to Toronto, Canada, and a conversation with friends from different nationalities, that changed everything. We realized that, regardless of our origin, universal brands connected us. As a buyer, my decisions weren’t solely based on price or the seller’s promises; they were a combination of factors the product had to possess to make the purchase. But, on the other hand, my friends all agreed on three words: “It’s just marketing.”
That’s when I understood. I mastered one side of the coin: the buyer’s. But I lacked the other side: the seller’s. How did I find those brands? Did I truly seek them out, or did they guide me? If I didn’t know the product, how did I come to know it? That’s when my perspective shifted. I realized that marketing isn’t just selling; it’s a much broader concept. As Philip Kotler says, “everything matters in marketing.” From your first contact with the brand, through the purchase process, and after-sales.
The COVID-19 pandemic gave me the push I needed, as I started working at a specialized marketing agency. And yes, that’s my secret. Today, after years of studies, experiences, and learning, I perfectly understand the steps a buyer follows and what drives their decisions. But I also know the other side of the coin: I know what clients are looking for and how I can meet their needs. I have experience with the tools that help us find those clients who don’t even know they can be our clients. I am a hunter who has been hunted, and now I understand the art of the hunt in all its magnitude.
Marketing isn’t just sales; it’s a generator of trust, brand loyalty, customer service, delivering your treasure to the end consumer to satisfy a need that only your product can fulfill. While a salesperson seeks to satisfy your needs with their products, marketing identifies you, makes you feel, breathe, live. Marketing is that something difficult to describe, like love; you don’t know how it started, you just feel it.
What Makes Me Different?
My background in international trade has given me a unique strategic vision that I apply directly to digital marketing. Understanding global markets, the complexities of logistics, and the buyer’s mindset allows me to create smarter marketing strategies, connect with diverse audiences, and optimize results, as well as build brand and loyalty with both internal and external clients.
