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Aug 19, 2026 · 32 min

#342. Juan Lavista, VP Marketing Commerce at Mercado Libre: eCommerce in LATAM, Retail Media, Challenger Mentality, P&G Background

Juan Lavista is VP Marketing Commerce at Mercado Libre, leading marketing across Latin America’s largest commerce ecosystems. In this episode, recorded live from Cannes, he sits with Efrain and Daniel to speak about how Mercado Libre combines speed, local relevance and a challenger mentality to drive growth across the region. Drawing on his 12 years at P&G, Juan discusses brand building, retail media, creators, AI and why breaking down silos is critical for e-commerce success.

Tune in to hear about:

  • How Juan moved from P&G’s structured brand-building culture to Mercado Libre’s faster, more entrepreneurial environment.
  • Why Mercado Libre combines a challenger mentality with strong local relevance to stay ahead across Latin America.
  • How breaking down silos between marketing, sales and trade can unlock stronger e-commerce growth.
  • How Mercado Ads uses first-party data to connect brand building with measurable sales outcomes.
  • Juan’s views on creators, AI, creativity and the importance of taking risks with conviction.