TuManag3r operates across Spain, Latin America, and North America with a mandate that goes beyond traditional talent representation. Founded in 2021 and based in Málaga, the agency works with more than 2,000 creators globally and maintains exclusive management relationships with a smaller core roster, positioning itself as an intermediary between creators and brands in markets with uneven levels of maturity. Its business spans creator representation, brand partnerships, and digital marketing services.

That strategy is shaped in part by Oscar Fernando Ruelas, a Director and Partner at TuManag3r, who oversees expansion across the Americas. He brings more than a decade of experience operating within large-scale creator networks, having previously led Spanish-language markets across Asia-Pacific, the Middle East, and Latin America for one of the world’s largest multi-channel networks.

“A lot of content creators have been exploited by agencies for a very long time,” Oscar says. “So we wanted to find a partner where we could change that narrative.”

Rather than launching a separate agency, Oscar and his partners joined forces with TuManag3r’s CEO, Vicente Mirasol Villalobos, who had built the company from the perspective of a former influencer. That shared outlook, shaped by direct creator experience and operational scale, became the foundation for TuManag3r’s creator-first positioning, emphasizing long-term relationships, cultural fluency, and access to global brand budgets rather than transactional campaign volume.

What TuManag3r Actually Does

At its core, TuManag3r operates as a connector. The agency helps creators focus on developing content and building audiences while handling brand partnerships, negotiations, and operational support. 

“Content creators focus on developing their talent, creating their art, and we are their partners,” Oscar explains.

The agency represents creators across platforms such as TikTok, YouTube, and Instagram, sourcing and negotiating brand campaigns while allowing talent to remain focused on content and audience growth. At the same time, it works closely with brands that lack internal creator expertise, advising on partnership structure, campaign execution, and cross-market strategy. That dual role extends into broader digital marketing services for companies seeking support with content production and platform positioning. 

More recently, TuManag3r has expanded into game development partnerships, helping creators develop proprietary gaming IP to extend their brands beyond traditional social platforms and into owned entertainment products.

“We are the bridge,” Oscar says. “It’s sometimes hard for companies to work with content creators because they don’t understand them.”

That bridge is increasingly global. While TuManag3r’s roots are in Spain and Latin America, the agency now works with creators in Italy, Germany, France, and English-speaking markets. According to Oscar, 91% of the brands the company works with are international multinationals rather than local firms.

Solving a Market Maturity Gap

A central problem TuManag3r aims to solve is uneven market maturity, particularly between English-speaking markets and the Spanish-speaking world. Oscar is explicit about the difference.

“When it comes to branding, a lot of North American brands are used to working with content creators,” he says. “In the Spanish-speaking world, they’re working with content creators, but not at the same pace.”

According to him, this maturity gap affects everything from budgets and RPMs (Revenue Per Mille) to how brands evaluate performance. Oscar adds that lower disposable income in parts of Latin America has historically led global advertisers to deprioritize Spanish-language creators, even when engagement and loyalty are high.

“Because the viewership is coming from Latin American countries, RPMs are lower, disposable income is lower,” Oscar explains. “Therefore, brands will prioritize the English-speaking world.”

TuManag3r’s strategy has been to counter that dynamic by prioritizing global brands with multinational footprints, i.e., companies willing to pay at North American or European rates while activating campaigns across Spanish-speaking audiences.

Cultural Context as a Strategic Advantage

Beyond economics, Oscar argues that cultural understanding is often the difference between campaign success and failure. “When it comes to the Spanish-speaking culture, it’s about connections,” he says. “It’s not so transactional … like other markets.”

That difference, he notes, shapes how TuManag3r manages negotiations and relationships. While some markets prioritize speed and contracts, Spanish-speaking creators often expect rapport and trust to precede formal agreements.

“You want to get to know them,” Oscar says. “Once you have a good relationship, you say, ‘Okay, show me the contract.’”

This cultural fluency extends internally as well. TuManag3r has built teams in Spain, Mexico, and now North America to ensure local knowledge informs global strategy. The agency recently expanded its operations in Mexico after identifying a need for deeper regional expertise, hiring senior professionals with backgrounds in media and multinational brands.

Scaling Across Time Zones and Legal Systems

Operating across continents introduces logistical challenges that are less visible from the outside. For Oscar, time zones remain the most persistent operational friction. “Last night, three in the morning, I was negotiating with a company in China,” he says.

With creators in Latin America, headquarters in Spain, and leadership in Canada, TuManag3r runs on a distributed, flexible work model. Team members work hybrid schedules and adjust hours around negotiations, launches, and campaigns.

On the legal side, Oscar notes that working primarily with multinationals has reduced friction, adding that European and North American regulatory frameworks are increasingly aligned, and that the agency conducts extensive due diligence before signing brand agreements. 

“It’s our responsibility to ensure that [creators] get paid,” he says.

Creators Inside the Boardroom

One of TuManag3r’s most distinctive structural choices is bringing creators into strategic leadership. Salvadoran YouTuber Fernanfloo is not only represented by the agency, but is also a business partner, influencing decision-making at the highest level.

“If you have a member of the board with 100 million followers, that gives a level of reputation to the company,” Oscar says.

More importantly, he adds, it brings lived experience into agency operations. “You understand the pressure that a content creator is going through,” he says. “The anxiety, the stress during a campaign.”

For Oscar, this structure reflects a broader shift in talent management. According to him, agencies that lack firsthand creator insight risk misalignment. “It’s kind of like telling someone to drive without knowing how to drive,” he says.

Growth Metrics and Future Plans

TuManag3r’s growth trajectory mirrors broader expansion in the creator economy. Oscar reveals that the agency ran approximately 950 campaigns last year, increased to 1,100 in 2025, and projects more than 1,400 campaigns in 2026.

The company currently employs around 40 people and continues to hire across Spain, Latin America, and North America. Expansion in North America is a particular priority for 2026, alongside continued investment in sustainability and governance.

“We believe in sustainable growth,” Oscar says. “We don’t want to grow very fast and then not be able to adapt.”

That focus includes financial transparency. The company has voluntarily undergone multiple audits, a practice Oscar considers essential to building long-term credibility in an industry still struggling with perceptions of informality.

A Professional Future for the Creator Economy

Oscar sees continued growth driven by generational shifts and platform usage. “If you ask kids what they want to be when they grow up, the number one response is content creators,” he says.

With millennials and Gen Z increasingly occupying decision-making roles inside brands, creator-led marketing is becoming less experimental and more institutional. For Spanish-speaking creators in particular, Oscar believes global recognition will continue to grow as economies expand and disposable income rises.

TuManag3r’s long-term goal is to become a globally recognized agency without losing its cultural grounding. 

“We want to be a global agency that brings value,” Oscar concludes. “Not just financial success, but value to our communities and to the creator economy as a whole.”

Photo credits: Gloria Bell

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