Building a Regional Voice: How Fortinet Scales Customer Advocacy Across the Americas

In a region defined by diverse languages, regulations, and market realities, scaling customer advocacy in cybersecurity is as much about trust as it is about technology.

Under Marina Wodewotzky’s coordination, and with the specialized storytelling expertise of Wings4U, Fortinet transformed a fragmented, country-by-country effort into a cohesive regional program—one that turns customer visibility into a marker of credibility, maturity, and long-term partnership across the Americas.

Fortinet is one of the world's leading cybersecurity companies. Founded in California over two decades ago, it protects organizations with a portfolio of more than 50 enterprise-grade solutions—a position that speaks to both its technical leadership and the trust it's earned globally.

With customers all over the world, the company must balance a global vision with deeply local realities—different languages, cultures, regulations, and market expectations. Turning that diversity into a coherent customer advocacy voice is not just a matter of communication, but of coordination, sensitivity, and long-term strategy.

This is where Marina Wodewotzky comes in. As Fortinet’s Customer Marketing Coordinator for Latin America, the Caribbean, and Canada, she has spent the past three years dedicated to Customer Marketing for the Américas International region.

Before that, and since 2019, she served as PR Coordinator for Brazil, where she also authored all Brazilian customer stories. That experience laid the foundation for her transition into a fully regional role, supporting customers across Latin America and Canada and helping them share their successes on their own terms.

Her task isn’t simply to tell stories—it’s to redefine what visibility means.

Under Marina’s coordination, and with the support of Wings4U as Fortinet’s specialized storytelling agency, the customer advocacy program has turned visibility into a sign of credibility.

By framing each case as a story of innovation and maturity, the combined Fortinet–Wings4U effort has made communication itself a form of evolution—grounded in trust, precision, and empathy.

Building from fragmented to continental

When Marina joined Fortinet’s Customer Marketing and Advocacy team in 2023, her goal was clear: to grow the customer marketing program in Latin America and Canada, helping customers tell their stories of innovation and success with Fortinet's solutions. The task was far from simple in a field as sensitive as cybersecurity. Many organizations are cautious about sharing internal details, particularly in highly regulated sectors.

Drawing on her background in PR and marketing, Marina helped design a structured process that put customers at the center—allowing them to decide what to share and how. Working closely with Fortinet’s regional marketing and sales teams, she contributed to building a collaborative framework where every story was handled with precision and respect.

Three years into her dedicated role leading Customer Marketing for Américas International, Marina has helped reshape Fortinet’s advocacy landscape across the region. What began as a fragmented, country-by-country effort has grown into a structured program with more than 100 published customer stories.

“We were able to expand the program, reaching places where we previously had no case studies, such as Chile, Paraguay, Bolivia, and Puerto Rico. In Canada, we started producing written stories and video-cases in Canadian French, which was an important step for the program and for the sales team in that region,” Marina notes.

Strengthening storytelling through the right expertise

The same sensitivities that make cybersecurity storytelling so complex demanded a specialized approach. Each story had to balance credibility with confidentiality, technical accuracy with narrative fluency. To meet that challenge, Fortinet began working with Wings4U in 2020, partnering with an agency deeply experienced in customer storytelling for global technology brands.

Through a collaborative partnership, Wings4U brought the narrative precision and editorial expertise Fortinet needed to handle these stories with care.

Wings4U conducts every interview in the customer’s native language—Spanish, Portuguese, English, or Canadian French—because ensuring the customer feels comfortable is essential to capturing an authentic story. “Speaking in their own language encourages natural dialogue and helps protect sensitive details, bringing proximity and a closer, trustful relationship”, Marina explains. Once the interview is complete, Wings4U’s writers craft the story based on Fortinet’s brief, focusing on accuracy, clarity, and tone.

This collaboration allows Marina to concentrate on strategy, coordination, and customer relationships, while Wings4U helps transform technical conversations into engaging narratives that reinforce trust. The agency’s contribution has become critical to the program’s evolution—bringing the specialized expertise needed to handle sensitive stories with precision and consistency. “Wings shows a genuine curiosity to understand how every solution works together,” says Marina. “They’re very attentive to details—always making sure each product is described correctly and that the story reflects Fortinet’s technology with accuracy.”

Protecting relationships above all

As the program matured, Marina placed paramount importance on the relationship between the client and the commercial team, considering it as critical as the success stories themselves. “The priority is the relationship with the customer. That’s why I handle each case with great care,” she says. For Marina, advocacy only works when it strengthens the trust that Fortinet has built over time.

That philosophy guides every decision, from the moment of first contact to the final approval. Stories only move forward when customers feel ready, and their feedback determines what information can be shared as a reflection of mutual respect.

This balance of structure and sensitivity has turned Fortinet’s advocacy program into something greater than a communications effort. It mirrors the company’s culture, where every story—regardless of size or origin—reinforces a simple truth: cybersecurity is about people as much as technology.

Viewed through that lens, Marina Wodewotzky and Wings4U have built one of the strongest customer advocacy programs in the region. Its strength lies not in volume but in trust. Each published case demonstrates that even in one of the world’s most cautious industries, stories can be told responsibly and with integrity. “Fortinet grows together with the customer’s evolution,” Marina says. “And our stories exist to show exactly that.”