Alexis Soubran, CEO of Minimalist Agency and author of *Oops, I Bought It*, is reshaping digital marketing by fusing data-driven performance tactics with creative influencer strategies. Based in Mexico City, Soubran has led Minimalist Agency, established in 2014, to earn Google Premier Partner and Meta Marketing Partner statuses. Notably, the agency was among the first four in Latin America to become a TikTok Marketing Partner, granting clients advanced tools and direct platform support.
Soubran first gained widespread recognition for a 2019 campaign with cryptocurrency exchange Bitso. His team secured a nomination for Best App Campaign in Latin America at the Google Premier Partner Awards—reserved for the top 3% of agencies globally—after delivering a 35% increase in app installs within one month.
At the core of Soubran’s methodology is “Perfluencer Marketing,” a framework that blends influencer content with precise ROAS measurement. Managing over 300 macro- and mega-influencers in Mexico, he prioritizes engagement rates and audience authenticity. His approach includes real-time dashboards showing actual return on ad spend, advanced audience segmentation to amplify organic content via paid media, and collaborative creative development ensuring brand alignment. These practices routinely achieve a 4:1 ROAS, surpassing the industry norm of 1.5–3:1.
*Oops, I Bought It* dives into the neuroscience behind consumer actions, exploring mirror neurons, dopamine feedback, and algorithmic triggers. Key contributions include an Earned Media Value (EMV) calculation model, a Lift Studies methodology to attribute incremental sales, and Ethical Influence Guidelines to prevent consumer manipulation. Early feedback from marketing professionals highlights the book’s practical balance of scientific insight and actionable frameworks.
Beyond agency leadership, Soubran is an educator at Escuela de Mercadotecnia (EDEM), teaching modules on digital analytics, multi-channel attribution, and performance optimization. His courses feature hands-on case studies from Minimalist’s campaigns, giving students real-world marketing tools. As a speaker at events like Merca2.0 National Digital Marketing Congress and Tulum Crypto Fest, where he served as Chief Marketing Officer in 2024, Soubran has demonstrated his ability to translate complex tech topics into mainstream narratives, boosting festival attendance by 60%.
Soubran also channels creativity as the frontman of indie rock band Cavane. Credits include singles “Evil Until” (2025) and “Fly Away” (2024). He credits musical practice with sharpening his narrative instincts—“Music teaches you to listen,” he says, “and in marketing, listening to data and human stories makes campaigns memorable.”
Looking forward, Soubran is integrating AI-driven optimization into Minimalist’s workflows, automating bid adjustments and creative tests. With offices in Mexico City and Buenos Aires, he plans European expansion, leveraging his multilingual skills in Spanish, English, and Italian.
For marketers and strategists seeking a deeper understanding of the mechanics and psychology driving today’s influencer campaigns, *Oops, I Bought It* is a must-read. Available on Amazon, the book offers both theoretical insights and step-by-step frameworks to elevate any marketing strategy.
Alexis Soubran’s hybrid expertise—spanning performance marketing, influencer strategy, scientific research, and creative arts—positions him as a go-to authority for brands seeking sustainable digital growth. His methods not only generate measurable ROI but also provide rich content for publishers and journalists looking for credible backlink opportunities.
