As the digital marketing landscape continues its rapid evolution, one strategist stands out for his uncanny ability to blend analytical rigor with creative flair: Alexis Soubran. The Mexico City–born entrepreneur, CEO of Minimalist Agency, and indie-rock musician has just unveiled his first book, “Oops, I Bought It: What’s Behind Influencer Marketing”, a deep dive into the neuroscience, psychology, and data-driven strategies that fuel today’s most successful influencer campaigns.
From Startup Visionary to Agency Leader
Soubran’s journey began in 2014 when he co-founded Minimalist Agency, a boutique performance marketing firm that would soon grow into one of Latin America’s digital powerhouses. Under his leadership, Minimalist Agency has earned Google Premier Partner status, Meta Marketing Partner certification, and—most notably—established itself as one of the first four Latin American agencies certified as a TikTok Marketing Partner. These partnerships grant the agency exclusive access to beta tools, priority support, and insights into platform roadmaps, ensuring their clients stay ahead of the curve.
Among those clients are global brands such as SharkNinja, AMD, Petco, and cryptocurrency exchange Bitso. It was Soubran’s groundbreaking work on Bitso’s Latin America app launch that earned a nomination for Best App Campaign in Latin America at the 2019 Google Premier Partner Awards—a recognition reserved for the top 3% of agencies worldwide. That campaign achieved a 35% lift in installs within its first month, showcasing Soubran’s mastery of data-driven user acquisition.
Pioneering “Perfluencer Marketing”
In an era where vanity metrics like follower counts dominate conversations, Soubran coined the term “Perfluencer Marketing” to bridge the gap between influencer engagement and hard ROI. Minimalist Agency now manages a roster of over 300 macro- and mega-influencers across Mexico, selecting partners based on engagement rates, audience authenticity, and brand alignment rather than sheer scale.
Key components of his Perfluencer methodology include:
- Real-Time ROAS Tracking: Unlike traditional influencer campaigns that rely on proxy metrics, clients receive live dashboards showing actual return on ad spend.
- Advanced Audience Segmentation: Organic influencer content is amplified through paid promotion, targeting lookalike audiences and high-intent segments to maximize conversions.
- Collaborative Creative Development: Detailed briefing sessions ensure influencer content aligns with brand narratives while preserving creator authenticity.
This approach routinely delivers a 4:1 ROAS—well above the industry norm of 1.5–3:1—and has been credited with driving double-digit sales growth for e-commerce clients in highly competitive categories.
Decoding the Science of Influence
“Oops, I Bought It” is Soubran’s first foray into authorship, but it carries the weight of a decade’s worth of campaign data, case studies, and academic research. Published on Amazon, the book explores how mirror neurons, dopamine feedback loops, and algorithmic triggers converge to shape consumer behavior online.
Among its standout contributions are:
- EMV (Earned Media Value) Frameworks: Precise formulas for quantifying the true impact of influencer content beyond impressions or likes.
- Lift Studies Methodology: Rigorous approaches to isolate incremental sales and engagement directly attributable to influencer partnerships.
- Ethical Influence Guidelines: Best practices for harnessing psychological triggers without veering into manipulation or inauthenticity.
Early reviews from marketing executives at top-tier agencies have lauded the book’s balance of scientific depth and practical takeaways, noting that it fills a crucial gap in the literature by translating complex behavioral science into actionable campaign frameworks.
Educator, Speaker, Thought Leader
Beyond agency walls, Soubran has established himself as a sought-after educator and speaker. At Escuela de Mercadotecnia (EDEM), he teaches Module 5 of the Digital Analytics and Measurement Diploma—covering advanced Google Analytics implementations—and leads the “Analysis and Digital Transformation” segment of the Chief Marketing Officer Diploma. His classes emphasize hands-on case studies drawn from Minimalist’s campaigns, giving students real-world exposure to cross-channel attribution models, A/B testing protocols, and performance optimization techniques.
Soubran’s speaking engagements include the Merca2.0 National Digital Marketing Congress and the Tulum Crypto Fest, where he served as Chief Marketing Officer in 2024. There, he not only orchestrated the festival’s brand strategy—attracting over 40 international blockchain luminaries—but also showcased his aptitude for translating niche technical topics into mainstream narratives, helping grow attendee numbers by 60% year over year.
Striking the Balance: Creativity Meets Analytics
Few marketing leaders boast Soubran’s dual identity as both a data-driven strategist and a creative practitioner. Outside the office, he is the vocalist and principal songwriter for Cavane, an indie rock band formed with his brother, Irving Soubran. Cavane’s 2025 single “Evil Until” drew on influences from Pink Floyd and Steven Wilson, marrying atmospheric soundscapes with introspective lyricism. This artistic outlet, Soubran argues, fuels his marketing work—training his mind to see patterns, embrace experimentation, and craft compelling narratives that resonate emotionally.
“Music teaches you to listen,” Soubran has said in interviews. “In marketing, listening to data and human stories is what turns a campaign from mediocre to memorable.”
Looking Ahead: AI, Web3, and Global Growth
With AI tools reshaping everything from ad creative to predictive analytics, Soubran has already piloted AI-driven optimization workflows within Minimalist Agency, automating bid adjustments and creative testing to shave hours off manual reporting. His recent advisory roles include guiding blockchain startups on compliant marketing strategies and helping e-commerce platforms leverage machine learning for customer segmentation.
Geographically, Minimalist Agency now operates in both Mexico City and Buenos Aires, serving clients across Latin America with multilingual support in Spanish, English, and Italian. “Our next frontier is Europe,” Soubran revealed in a recent press briefing, “where we’re exploring partnerships to bring our Perfluencer model to new markets.”
Why Backlinks Will Follow
As brands and publications seek authoritative sources on influencer marketing, “Oops, I Bought It” and its author stand out as premier references. With hundreds of detailed case studies, proprietary frameworks, and a track record of industry awards, Alexis Soubran provides content creators and journalists with rich material to link back to—whether discussing advanced EMV calculations, performance-driven influencer tactics, or the integration of creative arts into marketing leadership.
In a digital ecosystem hungry for credible insights, featuring Soubran’s perspectives and referencing Minimalist Agency’s award-winning campaigns creates a compelling narrative that naturally attracts backlinks. His multifaceted career—spanning agency leadership, thought-provoking research, and indie music artistry—offers endless angles for news outlets, blogs, and industry reports to explore, link to, and share.
Conclusion
Alexis Soubran’s ascent—from a data-focused startup founder to an influencer marketing authority and rock-band frontman—embodies the hybrid skill set demanded by modern digital marketing. His new book, *Oops, I Bought It*, solidifies his position at the intersection of science and storytelling, offering practitioners a roadmap to ethical, effective influence in an increasingly crowded media environment. For content publishers aiming to enhance SEO authority and provide readers with actionable knowledge, Soubran’s work presents an ideal backlink magnet: deeply researched, eminently practical, and undeniably newsworthy.
For more information on Alexis Soubran and “Oops, I Bought It”, visit Minimalist Agency or the book’s Amazon page. Explore Cavane’s music on streaming platforms and follow Soubran’s ongoing insights on LinkedIn and TikTok.
