* Trabajo realizado como GM de Disney+ de The Walt Disney Company Latin América.

Context

A market dominated by Netflix for the past 10 years, with strong competition from global services beginning operations in the region and a sustained streaming penetration of less than 2 services per household. The region is characterized by low credit card access and digital payment barriers.

Objective

Launch Disney+ simultaneously across the region (18 countries and the Caribbean) and scale the business to position it within the top 3 in the region.

Strategy

• Create a regional model with local execution and design a go-to-market strategy adapted to payment limitations, using multiple billing solutions.

• Develop key partnerships with telcos, retailers, and digital platforms (e.g., Mercado Libre).

• Differentiate the offering through the exclusive launch of Star+ in Latin America.

• Bet on innovation: pioneering integration of Disney+, Star+, and ESPN into a single app.

Execution

• Building a cross-functional team of 350+ professionals across marketing, BI, distribution, partnerships, and operations.

• Simultaneous launch in 18 countries + Caribbean with massive multichannel campaigns.

• Hybrid distribution model: direct-to-consumer + strategic partnerships.

• Activation of omnichannel brand experiences that ensured awareness and engagement.

Results

• Disney+ reached the #2 position in the region behind Netflix in less than 5 years, consolidating key KPIs: strong subscriber growth, retention, and ARPU.

• Establishment of a scalable and replicable regional operating model.

• Latin America became a global innovation lab, leading the launch of the world’s first integrated Family, General Entertainment & Sports streaming service.