[Luis] Felipe Castaño Email & Phone Number

Purchase, New York, Us

►In this newly created role, Felipe will craft the strategic marketing agenda & end-to-end launch of a new Rold Gold Pretzel sub brand - including activation, communication and go to market strategy. ►Felipe will also play a critical role in leading high priority projects across Macrosnack categories.

Purchase, New York, Us

►Defined the Sabritas U.S. Portfolio marketing agenda- including salty, mixes & nuts- a $686MM portfolio growing +23% in dollar sales vs. 2 year ago►Delivered future Sabritas U.S. Portfolio Brand Growth Strategy•Presented 2023 AOP Plans & Brand Unity Day in April 2022- inclusive of 2 Big Ideas (executed with full marketing support)•Presented & gained approval on Sabritas Brand Growth Strategy in Sept 2022- paving the next 5 years for the Hispanic portfolio•Won "Collaborative Excellence Award" for FIFA World Cup Portfolio Program- best-in-class marketing that unlocked growth for Sabritas►Commercialized end to end Natuchips Plantain Chips U.S. launch in Summer 2021, delivering $7M in sales (L52W 1/22/2023), 124% YoY growth and driving +98% plantain single-serve growth in SE region (exceeding sales goals despite capacity constraints)•Won "Act as Owner" award at Wired to Win 2021•Won ”Be Consumer Centric” Award in 2022 •Natuchips flavors are 3 of 4 biggest plantain chip ($ sales) in entire SE region•New line in Dominican Republic to drive geographic expansion and innovation►Successfully commercialized 2 years of Hispanic Heritage Month event , driving growth & relevance for Hispanic portfolio with a full 360 execution & inaugural media partnership with Univision•Innovation- Launched Cheetos Bolitas, first ever Sabritas Cheetos item ($7.6MM in sales, $2.7MM BTP) •Sampling & Experiential: First ever activation with Univision drove Cheetos Bolitas awareness & trial in 3 markets (Dallas, Miami, LA) delivering 9.5M impressions, 13k samples,18 retailers, 3 Uforia concerts►Chartered 2023 Sabritas innovation: inclusive of R&D product design, P&L financials, sales execution, confirmed perimeter activity and 2023 commercialization- across multiple platforms: Lay’s Adobadas ($4MM NAR), Sabritas Flamin Hot Peanuts ($4MM NAR), NatuChips Take Home ($14MM NAR), Lay’s Limon XLH ($12MM NAR)►Consulted on Hispanic media-to-shelf programs for Lay's, Cheetos, and Doritos

Purchase, New York, Us

► Responsible for shaping Circle K’s digital strategy and elevating the better together marketing agenda across PepsiCo brands- including programming for Pepsi, MTN DEW, Gatorade, Doritos, Cheetos, Ruffles, Lipton, Starbucks, Lays and others! ► Lead the first full-store Circle K takeover inclusive of Beverage, Snacks and Away-From-Home products through a newly designed gamification PO1 media to shelf program – •Pepsi TM: Dollar sales grew 17% (15pts higher than c-store channel), drove share swing to Coke by 1pt (above channel 0.2) and grew Pepsi tm velocity +12% (14pts higher than the channel)•Ruffles- commercialized customer exclusive Retro Ruffles packaging via a Circle K Polar Pop offer (the first ever for PepsiCo) to drive sales and velocity. Program unlocked incremental space in-store (+20.8pts total distribution) and high consumer engagement with +9.2% sales growth vs. BOM, delivering $431k in incremental sales for Ruffles TM, and +1.1pt share gains at Circle K!► Shaped Circle K’s 2020 shopper marketing strategy- successfully lead the sell-in, planning and execution of all Q1-Q3 2020 programs across PBNA, FLNA and Food Service. •Including the Gatorade Summer Club (winner of the Q2 2020 DX Accelerator, Consumer Centric Award for launching the first ever CK + Gatorade Store Takeover) •Bill and Ted Program (nominated for Q3 2020 DX Accelerator, ‘Focus & Get Things Done Fast‘ Award)► Successfully sold in the launch of 6 new Loyalty Clubs (vs. 1 in 2019)- a more cost effective approach to LIFT that drove value for the consumer and longer lasting flights

Purchase, New York, Us

► Led the largest PepsiCo partnership with Waze to date- targeting commuters with geolocal Convenience and Gas offers. Partnered with each Key Account Manager to gather retailer specific information resulting in 22,501 unique stores/offers across 41 accounts. ► Executed commercialization and go-to-market strategy for all 2018 innovation launches (Baja Blast, Mtn Dew Ice, The Walking Dead partnership, Kickstart Green/Ultra) including perm/temp shipper plans, coupon execution, post-launch reporting, budgets, regional incentives, etc. ► Managed MTN DEW | DORITOS World’s Collide dance battle event and content shoot at The LINQ Las Vegas - resulted in 30MM organic media impressions, supported PepsiCo & Caesars’s Properties business renewal► Led the Key Visual creation for Mountain Dew Amp Game Fuel (a 2019 big bet innovation) in partnership with the PepsiCo design team- serving as a foundation for all point-of-sale and digital creative► Presented MTN DEW 2019 plans at key customer meetings (BJs, Pilot Flying J, and Casey’s) - helping to provide visibility to the retailer teams and unlocking potential partnerships► 2018 Kickass Campaign Bevvie award winner for support on The Walking Dead partnership.

Purchase, New York, Us

► Developed a holistic voice across all brand communications, managed social accounts (increased ad recall lift rate by 28%) and newsletter (increased click rates by 40%)► Executed SoBe’s 21st Birthday activation in Las Vegas- successfully managed talent (Charli XCX, Tinashe and Olivia Culpo) and partnered with Daily Mail to garner a whopping 522MM media impressions.► Managed annual marketing budget, led Periodic Business Reviews and delivered SKU rationalization recommendation (using IRI syndicated data) which received alignment from VP

Purchase, New York, Us

► Defined Craft Soda category (qualitatively/quantitatively- working with SPINS & IRI syndicated consumption data) by identifying main competitors in a new space for the company. Insights used for tracking, scorecarding and supporting the launch of Caleb’s Kola and Stubborn Soda► Designed and implemented the learning agenda for SoBe & Caleb’s Kola to support the innovation pipeline and portfolio strategy► Piloted new research methodologies that supplement traditional tools and drove efficiencies by creating speed at a fraction of the cost.

Washington, District Of Columbia, Us

Washington, District Of Columbia, Us

► Integral member of a global market research, political polling and consulting firm. Worked with team on all aspects of the research project: proposal, questionnaire development, survey design, fieldwork, analysis. Use personal detail-oriented, creative, and visual skills to make data-heavy slides more aesthetically appealing and understandable.► Contributed to projects with a range of audiences across various industry areas (special focus on Food & Beverage, travel/tourism, communications and hair care)

Washington, District Of Columbia, Us

► Performed quality-control on decks before they were sent to the client► Link-tested surveys before they were launched and given to respondents► Conducted research, helped with proposals, and ran media scans to establish potential new client opportunities

Englewood Cliffs, Nj, Us

► Continuously monitored CNBC’s Facebook, Twitter and YouTube pages to increase user engagement and promote Word-of-Mouth for new primetime documentaries► Led new audience recruitment efforts: identifying new targeting groups and organizations► Created the CNBC Smart Facebook, which launched April 1, 2012 (www.facebook.com/CNBCSmart*) *now CNBC PrimeTV► Constructed templates to facilitate interaction between the marketing group and other departments within CNBC

Miami, Florida, Us

► Worked with management to come up with product integrations and custom vignettes ► Updated PMG’s digital files for all new and existing Univision Network programs ► Assisted teams in creating client presentations and with the planning/execution of production processes ► Presented an ideation proposal, including general production guidelines for a new PMG sponsor