Industry
Media & Communication
Company Size
11 - 50 Employees
Location
Austin, Texas
El partner
OwnLocal, founded in 2010, has consistently pursued a single mission: helping local media thrive in the digital age. Initially focused on empowering small-town newspapers, radio, and TV stations, OwnLocal provided tools to grow online revenue.
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As the industry evolved, so did OwnLocal. Transitioning from ad tech, the company developed products that use AI and machine learning to convert print ads into interactive digital campaigns. This innovation helps publishers convert traditional clients into digital users, solidifying their role as all-in-one marketing solutions. Today, more than 4,000 publishers across North America, Europe, and Australia rely on OwnLocal.
The problem: A need for fresh talent
In its early years, OwnLocal’s engineering team faced a cultural challenge.
"Our team didn’t seem to value their jobs," said Jorge González Medina, Product Leader at OwnLocal. "There was a lot of slacking off."
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This toxic work environment surfaced during a critical period: the team was simultaneously migrating a product with over a billion monthly impressions from Amazon’s cloud to Google’s and overhauling its software.
"We were essentially rebuilding a boat in the middle of the ocean," Medina explained.
OwnLocal needed resourceful engineers, eager to learn DevOps and adapt to their unique programming language, Ruby on Rails.
The Howdy solution: Dedicated, results-driven LatAm devs
Following significant layoffs, OwnLocal’s engineering team was reduced to just two domestic developers. That’s when their new head of engineering recommended exploring Latin American talent.
Initially skeptical, OwnLocal had concerns about hiring nearshore developers.
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"I’d worked with offshore teams in Asia, and communication was always tough," Medina shared.
Despite hesitations, OwnLocal partnered with Howdy, who handled sourcing, contracts, and logistics for hiring in South America. Within weeks, they onboarded a new team of seven developers from Uruguay.
The results: Soaring productivity
With Howdy engineers on board, OwnLocal successfully managed their cloud migration and implemented major software updates without missing deadlines.
"The team juggled multiple projects while keeping up with new feature development," Medina said.
In just six months, OwnLocal’s productivity soared.
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"The number of tickets completed weekly shot up," Medina noted.
Even though Howdy developers lacked prior experience with Ruby on Rails, they quickly adapted.
"They might not have used our programming language before, but they had the attitude and willingness to learn," Medina said. "They’re committed to doing whatever it takes to help the company succeed."
Today, OwnLocal continues to work with four Howdy engineers, many of whom have been part of the team for years.
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"Complex projects are now handled independently by Howdy engineers without the need for micromanagement," Medina said. Perhaps most importantly, Howdy hires fit seamlessly into OwnLocal’s company culture. "Even though I’ve never met most of my team in person, I feel a genuine connection," Medina added. "Howdy doesn’t just find talented people — they find the right people."
The collaboration has been just as rewarding for Howdy engineers, who feel valued and supported by OJO.
"I was continually acknowledged, encouraged and recognized, which boosted my confidence in my ability to make things happen," said Pablo A., Senior Software Developer at Howdy. "The exceptional leadership of Qingqing was one of the standout parts of my time there. Her support and encouragement were crucial for my personal and professional growth."
Hoy, OwnLocal continúa trabajando con cuatro ingenieros de Howdy, muchos de los cuales llevan varios años en el equipo.
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"Proyectos complejos ahora son manejados exclusivamente por los ingenieros de Howdy, sin necesidad de supervisión constante", señaló Medina. Lo mejor de todo es que los desarrolladores de Howdy se integraron perfectamente a la cultura de OwnLocal. "Aunque no conozco a la mayoría de mi equipo en persona, siento una conexión genuina", agregó Medina. "Howdy no solo encuentra personas talentosas, sino que encuentra a las personas adecuadas".