Ana Sandra Ruiz joined Spotify in 2014 as a Conversion Manager when the company had 9 million premium subscribers and about 1,000 employees. Today she's Head of International Growth and Spotify has 293 million subscribers. In this episode of Just One Thing, Ana breaks down the local-first playbook she built from scratch, how Spotify turned scrappy regional tests into global standards, and what it takes to keep a growth team winning for over a decade. Topics covered: building a local go-to-market from scratch in Mexico and Brazil, why payment methods matter more than messaging, how the 3-month free trial became the streaming industry standard, the origin of Spotify Wrapped, treating product-led growth as a portfolio, aligning marketing and product around shared "big rocks," and the team culture that drives long tenure and bold bets.