[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.
• Won "Act as Owner" award at Wired to Win 2021
• Won ”Be Consumer Centric” Award in 2022

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.
• 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.
• 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.

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.

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.

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.

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.►.

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►.

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.