Critical Mass Bets on Costa Rica as Starting Point for New LATAM Operations

Canadian digital experience services provider Critical Mass will consolidate its pressence in Costa Rica, expanding its operations and aiming to use the country as a starting point for its new plans for the region.

The Calgary-based firm announced it will integrate its Costa Rican subsidiary, The Hangar Initiative, consolidating both entities into a single company with a new division for Latin America, which will be known as CM Latam. As part of the preocess, the company aims to hire 40 digital professionals, including software developers and data analysts.

“As consumer habits in Latin America change, brands need to consider how to create a cumulative customer experience, using different channels, devices, borders and time, and Critical Mass is firmly positioned to be the global and regional partner that provides universal programs and local experiences,” stated Jaime Escobar, Executive Vice President of the Canadian firm.

The company expects to add new offerings to its portfolio, such as e-commerce, creative automation, 3D design and animation and audiovisual post-production, said Escobar.

Critical Mass came to Costa Rica following in the footsteps of its American clients, which include Apple, Nike, BMW, Airbnb, Marriott, Johnson & Johnson, Citi and DirecTV.

“Part of our strategy is to develop people, not just hire,” said Andrea Ugalde, VP of Talent for Critical Mass. “Given the global situation, where there is a need to hire professionals in the area of ​​creating digital experiences, we firmly believe in promoting the training and development of people so that they can be successful in this field that is now quite booming.”

The company’s other delivery centers are located in Toronto, Chicago, New York, Nashville, London and Amsterdam.