Horacio Garay, B2B Marketing Director based in Santiago, Chile
20+ years leading marketing at global corporations, agencies and high-growth startups across Latin America. I plug in as a fractional, interim or full-time marketing director, or advise founders and exec teams on their go-to-market calls.
From the first strategy session to the deck your AE brings to the final meeting.
Everyone on your team knows who you sell to, and why they buy.
More of your pipeline comes from accounts that can buy.
No more "bad leads" vs. "bad follow-up" fights.
Buyers know your name before your AE calls.
A marketing team that ships without waiting on you.
Need a team to build the whole system too? That's what we do at Framehead, the Go-To-Market Studio I founded.
See how Framehead builds itMost teams start at the top: channels, campaigns, paid media. I start with product, brand and value prop. Nail that foundation and every layer above it compounds. Skip it and you're just burning runway faster.
When a committee signs off, reach matters less than trust. I started out as a journalist, and it stuck: trust is earned in the story, not the ad. So I shape the message for every stakeholder evaluating the deal, not just whoever clicks.
My work is measured in pipeline and closed-won, not deliverables. That forces both teams onto the same goals, data and language.
Product | Service
Global scale on Samsung and Samsonite. Startup speed at Betterfly. B2B depth at Framehead and Mandatorio.
Execs, founders and marketing leaders from companies in Latin America and Europe.
His contributions were essential to shaping the brand in Chile and establishing a data-driven marketing framework. His technical skills, strategic vision and ability to inspire his team were invaluable.
We assumed what worked for us in Mexico would work in the next market, but Horacio showed us that buyer behavior there was different. We had to take a step back and rework a few things to land a better strategy.
Horacio is one of the few individuals who stands out for their exceptional work. In a field where talk is cheap, it's refreshing to find someone who consistently goes above and beyond.
Horacio played a key role in leveling up our product at a4Agro. His approach gave us sharp insights to optimize our business model, and his take on tech alternatives noticeably boosted the overall product.
Horacio has been my go-to mentor for finding product-market fit. He's been super clear, fully involved, honestly almost treating the product like it was his own. He's helped me spot key opportunities.
Don't see your question? Just send me a message.
Runs marketing on a part-time basis. I own the commercial strategy, lead the team and agencies, and answer for results to leadership, just like an in-house CMO, without the full-time price tag.
Agencies execute tasks. I sit at the leadership table, make business calls and own outcomes, not deliverables. When needed, I also help you pick, brief and manage agencies.
B2B companies with consultative, committee-driven sales: Series A to C startups, established SMBs in scale-up mode, and global companies entering Latin America.
Yes, when the challenge and the company are a fit for what I do best. The conversation starts like any other: through the form below or on LinkedIn.
Framehead is the Go-To-Market Studio I founded. Here I work in a personal capacity, as a marketing director or advisor. When a company also needs a team to build the full system, we run it through Framehead.
With a 30-minute call to understand where your company is and what it needs. If I'm not the right fit, I'll tell you and point you to someone who is.
30 minutes, remote. Tell me what's going on at your company and I'll get back to you to set up a time.