About Metanomi
Metanomi exists because operating in emerging markets requires more than a roster and a media plan. It requires knowing which creators actually move culture in your target market, how platforms work from the inside, and how to build in places where the rules are still being written.
Brands expanding across multiple markets need one senior partner who owns strategy end-to-end — not a different agency per country creating misalignment and coordination overhead. Metanomi operates with vetted local creators and local consultants in every market. No assumptions. Local understanding, right execution.
That experience comes from the top. Noel Nuez, Metanomi's founder, was recruited directly by TikTok's founders as one of its first international hires — launching the app across 18 markets, helping to grow markets by ×6 in users, and building organic partnerships with over 4,000 creators and institutions including Real Madrid, FC Barcelona and every major music label in the world.
Metanomi is what he built after. A lean, senior-led agency for brands expanding into LatAm, EMEA and emerging markets — where every campaign is run by people who have done this before, at scale, for real.
Noel Nuez
Founder & Digital Marketing Consultant
Phone:
+31 6 23 848535
Email:
Location:
Bucharest
The TikTok years, as it actually happened
It started with a WhatsApp message. No scheduled call, no HR process — just a message, then a phone call, then Noel was speaking directly with the founders of Musical.ly, about a vision that sounded almost absurd at the time: take a lip-sync app loved by teenagers and turn it into a top-3 social platform worldwide. Noel said yes before the call ended.
He joined as one of the first international hires, early enough to sit in the room — or rather, the Lark group chat — where the team debated what to call the app for Western markets. TikTok was one of the names on the table. He was there for that conversation.
What followed was three years of the most unlikely team sport in tech. Colleagues from Shanghai, São Paulo, London and Los Angeles collaborating daily on Lark, a messaging app most of the Western world had never heard of. No bureaucracy, few approval chains — just people from wildly different cultures moving fast toward the same goal. Training the algorithm every day to understand cultural nuance. Teaching it what was funny in Mexico versus what landed in Spain. What a cumbia reference meant. Why a certain football chant mattered. It was, in Noel's words, a true intercultural miracle.
On the ground it looked like this: one week in Buenos Aires, visiting football clubs stadium by stadium, convincing teams with some of the most passionate fan bases in the world to join a platform their fans hadn't discovered yet. Under his management, Argentina became the first football league in the world to have every single club on TikTok. The next week he'd be at the Latin Grammys, working the room to bring the biggest names in Latin music onto the platform. Then back on a plane to meet with a government communications team, making the case that TikTok was where young citizens were — and that if institutions wanted to reach them, they needed to show up differently.
Over four thousand creators. Five hundred top music artists. One hundred football clubs. 20 major music labels. Eighteen markets. And a generation of Spanish-speaking audiences who found their voice on a platform that, three years earlier, nobody had heard of.
Cross Industry experience
In music, he signed all four major labels — Sony Music, Universal Music, Warner Music and BMG — along with 60+ music partnerships and 100+ top artist onboardings across LatAm and Spain, establishing TikTok as a top-3 promotion platform for the global music industry.
In sport, he onboarded over 100 football clubs and sports federations across 18 markets.
In media, he brought in 300+ PGC publishers, TV networks, Telcos and regional media groups, building the content infrastructure that drove organic user growth across the region.
On the institutional side, governments across LatAm and global organizations including UNICEF used TikTok as a communication channel for the first time under his guidance.
And across the brand world, companies like Adidas, Danone, Tastemade and Vice ran their first short-video campaigns through partnerships his team developed.
Professional Experience
April 2021 - Present
April 2018 - March 2021
Noel founded Metanomi to bring platform-level expertise to brands expanding internationally. Since 2021 he has run 30+ influencer campaigns across fintech, gaming, dating, Web3 and CPG — including eToro, Unilever, Kwai and Pfizer. He launched the Inner Circle dating app to Top 5 free downloads across Mexico, Colombia and Chile, onboarded 300+ creators and 20+ sports partners for Kwai, and has advised 30+ brands on short-form video strategy across LatAm and EMEA.
Three years at the center of one of the fastest platform launches in internet history. Based in São Paulo, leading a team across 18 markets, Noel was responsible for every major partnership, every creator relationship and every press statement that defined what TikTok meant to Spanish-speaking audiences. The numbers speak for themselves — and they're covered in detail elsewhere on this page.
January 2013 - May 2018
Before TikTok, Noel ran Twitter's reseller sales operation across LatAm from Bogotá, covering Argentina, Colombia, Chile, Peru, Ecuador and the Caribbean. He led a team of 50, grew branding product sales +60% YoY across 12 markets, and won best video sales pitch among 80 reps across LATAM and APAC. Earlier, at Google EMEA in Poland, he led digital consulting for 800+ SMBs across Europe and finished as a Top 5 Sales Performer among 60 strategists.
