As a Chief Marketing Officer, I create products, transform brands, and build collaborative teams that drive market share and revenue growth, generating value that makes sense to customers.In multinational corporations, I have partnered with the sales organizations and have led internationally dispersed teams that successfully were able to work as “one-team” creating a consistent integrated marketing philosophy that considered local needs.As an Entrepreneur, I founded an e-learning company that developed an innovative solution that rapidly led the investment training segment in the Chilean banking industry. My passion is to create solutions that have a significant impact for people and business.LEAD COLLABORATIVE TEAMS: As the CMO of Coca-Cola Perú, I partnered with sales organizations to work as “one-team” producing historic market share highs (71%, +2pp). Also, I re-structured and led the marketing team of Ripley Corp. to have Chile and Peru organizations working aligned with advertising agencies, creating significant synergies which resulted in cost savings (+$1MM monthly savings) and increase in brand awareness (+10pp). STRATEGIC AND CREATIVE THINKING: During my career, I have, developed products that creatively satisfied consumer needs, for instance, as Brand Manager at Kraft Foods I developed a very profitable mayonnaise at an affordable price for people of low socioeconomic levels. This added 12pp to category revenue growth.COMMUNICATIONS SKILLS: Throughout my executive positions I have had the opportunity to work directly with and presented to CEOs and boards of directors. Also, I have worked with advertising and PR agencies to communicate complex ideas in simple ways. COMPETITIVE: I have a strong competitive motivation. At college I was ranked second in my class. I received my MBA from Thunderbird and graduated with distinction. In all the brands I have worked for, I have gained market share. I have won start-up project contests and grants. LEADERSHIP: I have a transformational leadership style, for instance, I impacted the marketing and business community in Chile by creating, leading, and chairing the Sustainable Marketing Committee, which has been instrumental in establishing industry standards.HANDS-ON: As an Entrepreneur of online training, I have had to roll up my sleeves. I have to closely work with the sales team, customer service, technology developers, and content writers to develop the successful products we implemented.
Adanta Brands (Settini)
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Ceo/FounderAdanta Brands (Settini) Jan 2020 - PresentMiami, Florida, United StatesDevelop Settini, a stationery brand, led from product design to supply chain. In just a few months several of the Settini notebooks were labeled the "Amazon’s Choice." Led digital marketing and PPC management team.
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Ceo/Co-FounderAcademia Global Aug 2016 - Dec 2019Santiago Metropolitan, ChileOnline training company, to meet the learning needs of the corporate world. This company quickly managed to position itself as the best training platform in the investment industry. www.academiaglobal.cl -
Chief Marketing And Commercial Services OfficerBanco Bice Mar 2013 - Aug 2016Bank had the challenge to modernize its image and its digital platforms. Developed and implemented a transformational plan that doubled new clients acquisition rates through a digital marketing strategy. Also led implementation of Salesforce CRM. -
Director Board Of DirectorsAnda Avisadores Jul 2008 - Aug 2016Board Director of the National Association of Advertisers of Chile, a member of the WFA (World Federation of Advertisers). Created and chaired the Sustainable Marketing Committee, which has been instrumental in establishing standards to avoid bad practices such as green washing and establishing an award that recognizes and rewards companies that carry out sustainable marketing initiatives. -
Chief Marketing OfficerBancoestado Jan 2011 - Feb 2013Marketing Officer of the Bank and its subsidiaries; also appointed as one of the board directors of the subsidiary BancoEstado Microempresas. -
Chief Marketing OfficerRipley Jan 2007 - Dec 2010Corporate Marketing Officer of its operations in Peru and later in Chile. Managed a US$42 MM annual budget. Reorganized marketing structure and relaunched identity of all the brands of the group, causing brand awareness to increase significantly. -
Chief Marketing OfficerThe Coca-Cola Company Jun 1998 - Dec 2006In charge of the marketing management of the group of flavored soft drink brands for the Latin America South region (Argentina, Chile, Peru, Bolivia, Ecuador, Paraguay and Uruguay). As CMO of company operation in Peru led promotions and product launches that achieved largest historical market share of The Coca-Cola Company in the soft drinks market of Peru. While in this position, he was invited to be one of the speakers of the Annual Marketing Congress of Peru organized by Seminarium and the Association of Advertisers of Peru. -
Ceo/Co-FounderMaxmedios.Com Aug 2000 - Jul 2001Created the idea of developing an internet platform for the sale and purchase of advertising spaces. This idea became the MaxMedios.com platform which won the Emprendedor2000.com award; this award consisted of services and products valued at $530K from large companies such as Microsoft, the renowned consulting firm McKinsey and other large companies. In addition, this project managed to raise capital from important Chilean investors, such as the Luksic family (one of the richest families in Latin America). As the leader of this project, Mr. Castillo was invited to be one of the speakers of the “Ejecutivos.com” seminar organized by the Edwards Bank and the most important newspaper in Chile, El Mercurio.
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Group Brand ManagerKraft Foods Jan 1994 - Jul 1998Stood out for finding creative solutions to the challenges that arose. One of the product developments that he led was "MAYOESPESA", a mayonnaise at an affordable price for people of low socioeconomic levels. The product became known for its value, taste, and low price.
Antonio Castillo Skills
Antonio Castillo Education Details
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International Management -
Economist
Frequently Asked Questions about Antonio Castillo
What company does Antonio Castillo work for?
Antonio Castillo works for Adanta Brands (Settini)
What is Antonio Castillo's role at the current company?
Antonio Castillo's current role is DRIVE GROWTH THRU INNOVATION, BRANDING, STRATEGIC THINKING, GLOBAL PERSPECTIVE AND TEAM BUILDING..
What schools did Antonio Castillo attend?
Antonio Castillo attended Thunderbird School Of Global Management, Universidad Católica Andrés Bello.
What skills is Antonio Castillo known for?
Antonio Castillo has skills like Marketing Management, E Commerce, Social Media, Sales, Market Planning, Comunicaciones De Marketing, Market Research, English, Negotiation, Team Leadership, Digital Marketing, International Marketing.
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Antonio Castillo
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Antonio Castillo
Actor Sag Aftra / Aea - Adjunct Professor - Leadership Coach - Board Member/Risk Management & Insurance Center Loyola University ChicagoLake Zurich, Il4fellowes.com, att.net, ssa.gov, fellowes.com2 +163053XXXXX
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Antonio Castillo
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Antonio Castillo
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