# Case study: Yango
Grew GMV 3x and weekly trips to 65K

- Role: Senior Marketing Manager
- Dates: Dec 2023 – Aug 2024
- Location: Guatemala City, Guatemala

## Challenge
Grow a Yandex-backed startup in Guatemala City with a small local team and a larger offsite team, while meeting the goals of both local and corporate stakeholders.

## What Jose did
- Launched a new A/B-tested creative direction across paid and organic channels.
- Managed a $150K/month paid media budget across user acquisition, social and programmatic channels, including Google Ads, Meta and TikTok, shifting spend to maximize ROAS.
- Localized the product experience and ran targeted user acquisition campaigns.
- Ran product marketing and set up a local influencer program with influencers and UGC content creators.
- Led a cross-functional team of 70 across four continents (South America, North America, Europe and Asia).

## Results
| Metric | Result |
| --- | --- |
| GMV growth | 3x |
| Weekly trips | 15K → 65K |
| Install-to-conversion rate | 16.6% → 35.1% |
| Weekly new users | 1.5K → 4.5K (3x) |
| Brand awareness | +14 points (3x) |
| Monthly paid media budget | $150K |

Other case studies: [N1co](https://agents.josebonillavalle.com/case-studies/n1co.md), [Nature's Miracle](https://agents.josebonillavalle.com/case-studies/natures-miracle.md), [Southern Methodist University](https://agents.josebonillavalle.com/case-studies/smu.md).

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Source: https://josebonillavalle.com · Agent version: https://agents.josebonillavalle.com · Updated 2026-11-10