Beatriz Castillo Email & Phone Number

Florida, United States

Miami/Fort Lauderdale Area

• Expertise in B2B and B2C marketing strategy, international marketing, business management, brand management, and team effectiveness.• Career coaching for undergraduate and graduate students preparing to start their corporate professional journey.• Training clients in developing professional skills, including résumé and cover letter writing, job/internship searches, interview preparation, and networking.

Miami-Fort Lauderdale Area

Real estate investment advisory, sales, and property management services. I assist my clients in building, growing, and protecting their capital through real estate assets.As an investor myself, I offer market insights, financial strategy advice, and management guidance on South Florida real estate investment opportunities for both locals and foreigners.Buy smart, lease/sell fast, and maximize your return on investment.

Miami-Fort Lauderdale Area

Headed Apple co-marketing strategy in global and regional accounts (retailers, carriers, mono-brand stores, banks and financial networks) including NPI and going communication, e-commerce performance, digital marketing and media execution. Managed and conducted Apple approval of brand guidelines integrated within partners strategy. • Successfully led Apple Pay expansion and communication plan in ALAC region. Developed partner-led launch and sustain campaigns, media strategy, video and photography production. Communication roll-out executed ahead plan for 5+ countries in 2 years, with 10+ original campaigns implemented at global and regional level (Visa, Mastercard, Scotiabank, Itau, and others). • Executed and launched e-commerce transformation project (new global digital consumer journey with Shopify platform) for Apple Premium Resellers being the second market to be effectively up and running (Asia and ALAC). 2X e-commerce sales in first year.• Deployed Apple Brand Communication strategy and directed partners’ communication plan for New Product Introduction in 2021 and 2022: iPhone, iPad, Mac and AirPods.

Miami/Fort Lauderdale Area

Manage marketing strategy, business planning, and brand investment in LATAM north region, cascading global lubricants business purpose and aligning priorities for local plans in 20+ markets. • Increased 2020 unit margin +13% vs. previous year via strategic investment prioritization and mix improvement (+21% premium segment) softening the impact of global consumption crisis.• Renewed marketing strategy and business guidelines, and relaunched communication processes. Guided B2B sector reviews for the first time in Caribbean countries. Implemented global digital marketing program. • Applied strategic pricing model at a regional scale. Set recurrent third-party price collection plan, and directed brand-maps analysis integrating brand health tracking, competitive assessment, and market trends.• Coached marketing teams in Macro-Distributors network – 30+ indirect reports. Led brand and business onboarding program. Designed and executed on-going training plan (on-line curriculum, Shell brand and agencies training, digital tools deployment).

Panama

Led marketing and portfolio commercial strategy in 11 markets through distributors and global key accounts. Supervised and developed large diverse team of 25+ direct reports. • Business unit grew consistently – $450M sales indexing 102 average in past 4 years (above LATAM average). • Built 5-year category vision connecting brands priorities and market opportunities, setting marketing priorities, and aligning investment principles. As a result, launched 3 new categories in 5 markets, and increase portfolio penetration across mature markets.• Implemented profitability turnaround plan bringing $15M+ incremental profit through portfolio and investment choices, smart pricing program and country ranking. • Redesigned team structure establishing new roles, adjusting systems and setting decision making processes. Coached team to navigate change and maximize results in new model.• Created and sponsored programs to boost female talent as Lean-In circles, inspirational sessions, and affinity groups. Managed regional gender equality agenda as part of global P&G citizenship effort.

Panama

Led strategy in Brazil, Argentina and Chile ($680M in sales). Managed agencies and country teams’ relationships.• Developed sufficient brand master plan, communication strategy and coordinated regional and local efforts. Sales grew 9% vs. previous year. • Built regional trade-up strategy growing upper tiers market share (46%, +2pp vs. previous year) through holistic approach, including innovation, communication plan, trade and distribution efforts.• Designed and activated multi-functional business tracking system setting KPIs, activity tracking and clear role definition to enable fast market response, ultimately recognized as best in class and applied in other units.

Panama

Managed $600M category with three active sub-brands. Oversaw agencies and led innovation process for LATAM.• Achieved outstanding results in sales and profitability, 2012 index 113 / 102, with record high share of 79%.• Enabled interaction between Global and Local teams to accelerate market response. Led integration of digital brand strategy, and synchronized investment rules in digital channels.

Bogotá D.C. Area, Colombia

Led main category for business unit with $130M in sales. Managed multifunctional team of 7 direct reports.• Grew sales consistently for 2 years (2009 +8% vs. 2008) consolidating market leadership -37% market share.• Designed and executed biggest brand launch for company. Managed market introduction of Downy reaching 15%+ share in first year and expanding total category (124%).• Led marketing capability agenda including community events, on-boarding program and coaching session.

Bogotá D.C. Area, Colombia

Head of multifunctional team of 12 people connecting shopper knowledge, marketing and category management.• Grew global key accounts sales 13%, vs. previous year, +5 percentual points above other channels. • Established formal training program for team and other functions to elevate shopper and category management understanding, led training events reaching 150+ people giving focus to shopper-based plans.

Bogotá D.C. Area, Colombia

Integrated Wella portfolio into P&G by defining brand choices and vision, adopting processes and transferring trade execution to third party. Delivered above financial targets -- Volume and Contribution +15% vs. previous year.

Bogotá D.C. Area, Colombia

Bogotá D.C. Area, Colombia

Digital Marketing

Master'S Degree, Strategic Marketing, Graduate Program

Industrial Engineer, Industrial Engineering, Bachelor