Barbara Castro Email & Phone Number

– Collaborated with cross-functional teams —Product, Sales, Marketing, and Customer Success— to shape product positioning and messaging, and influence the product roadmap based on market insights and user feedback.– Developed and executed go-to-market strategies for new product launches and feature updates, ensuring alignment across internal teams and readiness for external rollouts.– Created compelling marketing collateral, including sales decks, battle cards, product videos, and web content, to support sales, CS and marketing teams in driving customer acquisition, upsell, and cross-sell opportunities.– Drove demand generation efforts through integrated campaigns using email marketing, webinars, and paid social.– Conducted competitive analysis and market research, sharing actionable insights with Sales to enhance product positioning and inform product development.

- Development and management of growth and lifecycle campaigns for a diverse global audience of 3.8 million users of the Ria app, utilizing various channels such as email, in-app messages, push notifications, SMS, and web push. - Implementation of personalized content, user journey, and A/B testing possibilities for different customer segments, channels, content, timing, and offers, with the goal of enhancing customer engagement and conversion throughout their lifecycle.

- Promotion of the organization's work and mission in Spanish-speaking countries (LATAM + Spain), by creating, managing, and executing email marketing campaigns for a global multi-language audience of 300k. - Managed public relations, identified and leveraged media opportunities, established and managed partnerships with relevant stakeholders in the field, and planned and executed the organization's influencer marketing strategy, collaborating with content creators and celebrities. - Development and review of communication materials, including blog content, videos, social media content plans, and media and business kits, among others.

- Produced weekly written SEO-optimized content for the brand’s official blog. - Conducted research and produced branding materials for the company (mission, vision, and history). - Produced internal comms materials such as employee email copy and official company statements.

- Instructional design for the development and creation of training content for Shoppers (end-users). - Developed training and internal communication material for internal teams (Written, video, infographics, one-pagers, guides, templates etc.)-Developed and executed talent-related projects (eg. Team building Project for the engineering team)Conducted market research and user testing for Shoppers training initiatives. - Evaluated and implemented continuous improvements in the Shopper's training processes within the acquisition funnel.

Content creation and strategy for an emerging women-driven media platform for millenials about financial education and adult living.

Conducted interviews, published daily stories and long-form pieces on local, national, and international theatre and performing arts.

Did coverage of music, film, TV and theater news. Over 450+ articles and interviews published in Spanish and English at one of the oldest and most influential print publications in the country.

Produced a printed special “2018’s 100 Women Leaders”. Supported live event logistics and photoshoots.

Data analysis in the project “Changes in chilean televised presidential debates (1989-2017)”. Research funded by the chilean government.

National Current Events Analysis (mar 18 - jun 18)Communication Technology (aug 15 - dec 17)Non Fiction Print Storytelling (mar 15 - dec 16)Visual Language (mar 14 - dec 14)

Editing and content development for a magazine targeted at the student body at the university

Internship

Master Of Science (Ms) In Strategic Design And Management

Graduate Certificate In Economic Analysis For Management, Economics

Journalism, Communications