Michelle Castillo Email & Phone Number

Menlo Park, Ca, Us

Designing human-centered experiences for diverse audiences.

Oslo, No

Global digital marketing at Zoom-funded startup: growth marketing, performance marketing, SEM, PPC, Shopping and Display, paid social, SEO, and product marketing. ● 100-day milestones: 85% improvement in ROAS, 45% increase in web traffic, 454% improvement in website speed, 4.4mil YouTube video views, over $1.1mil website revenue, 56:1 ROAS (eComm).● 300-day milestones: Over $8mil website revenue, 355% improvement in conversion rates, 25:1 ROAS (eComm).

Beijing, Cn

Global social media management, new product launches, brand strategy, brand visual identity relaunch within a multi-billion dollar, Sequoia US-backed startup in a regulated industry. Delivered corporate and employer brand management, go-to-market (GTM) content strategy operations, product marketing, and in-app PGC content with a team of China-based content strategists, engineers, designers and digital strategists. ● During my tenure, RELX Technology increased net profits to 109M RMB from previous year deficit of -2.87M RMB.● Decacorn start-up achievement of IPO at 30bil RMB valuation.

Cupertino, California, Us

New York City, Us

Responsible for digital content across WarnerMedia’s web, mobile, gaming and Apps platforms, from content creation and digital strategy to building deeper audience relationships via engagement and personalization for WarnerMedia’s digital products. Fueled on insights, data and analytics, I deliver creative content strategy across varied technology products that span the fields of UED, UX, social media and SEO showcasing the best of our digital assets to multi-platform audiences.About the company: WarnerMedia creates and distributes award-winning brands, running 61 channels in 14 languages in 42 countries. These include CNN International, CNNj, CNN, HLN, Cartoon Network, Adult Swim, Boomerang, POGO, Toonami, Warner TV, Refinery29, Oh!K, TNT, TCM Turner Classic Movies, truTV, MondoTV, TABI Channel, and HBO, HBO HD and WB in South Asia. WarnerMedia manages the business of Pay- and Free-TV-channels, as well as Internet-based services, and oversees commercial partnerships with various third-party media ventures; it teams with Warner Bros. and HBO to leverage WarnerMedia's global reach.

Targeting user traffic and subscriber growth across the Sassy Media Group portfolio of digital products, I drove creative content strategy, digital marketing, UX and engagement, omni-channel distribution, strategic partnerships in business development areas and social media marketing and strategy. Our portfolio includes: SassyHongKong.com, SassyMamaSG.com, SassyManila.com, SassyMamaHK.com, SassyMamaDubai.com, SassySingapore.com, SassySale.com, SassyMediaGroup.com. Notable KPIs, milestones and benchmarks I've achieved:Q1 benchmarks● +4300% growth for one-day Post traffic on SassyHongKong.com● +11,576% growth in one-day Post traffic on SassySingapore.com● +39% growth average for email lead generation across Sassy Media Group● +102% improvement on page download speed key metrics, SassyMamaHK.com● +439% Increased social media referrals (Facebook mobile referrals up +1957% on SassySingapore.com)● Twitter referrals up +84% on average across key SMG sites● +61,454.55% page views growth for Pregnancy micrositeQ2 improvements over Q1:● +215% email referral traffic● +104% growth in Directory traffic● +85% social media referrals● +81% organic search traffic● + 61% average page views across Sassy Media Group● + 103% page views growth for Sassy Mama Singapore

Singapore, Singapore, Sg

Management of all digital platforms for Expat Living Publications across Singapore and Hong Kong, including Expat Living Singapore, EX Magazine, LIV Magazine, and Expat Living Hong Kong. Responsibilities include overseeing the digital team, content production, leveraging client relationships, and business development. Improved traffic by over 700% within a few month period and revamped SEO and social media strategy to deliver more monetization opportunities for sales. Drove engagement campaigns through social media. Researched, edited, wrote, and produced compelling content, boosted SEO through editorial, digital marketing and social media marketing campaigns. We won two Spark Awards for digital media excellence. Also that year, won Best User Experience Award 2015 and Merit for Integrated Media Brand of the Year 2015 at the MPAS Awards (Media Publisher Association Singapore).

Fornebu, No

● Partnered with UNICEF and CyberSAFE, I developed an authority book for parents in the emerging markets of Myanmar, Pakistan, India, Thailand, Malaysia and Bangladesh on how to use the Internet with their children, boosting awareness and helping to expand internet use among parents and children in mobile and digital networks.● Worked with Dr. Rich Ling to produce "The Social World: Making the right connections - the benefit in social networking and social media" for Reach Magazine, Telenor.Publications: "How to Talk to Your Kids about the Internet", "Bringing Mobile Connectivity to Myanmar", "Start Talking, Stay Safe", "The Social World: Making the right connections - the benefits of engagement in social networking and social media"

New York, Us

Singapore, Singapore, Sg

Launched family and kids’ lifestyle brand. A founding editor, planned editorial calendar, managed a team of writers, drove marketing campaigns, and wrote columns and recurring features. Analyzed market trends for content and sales, increased ROI by developing editorial brand, served as public relations representative at HoneyKids Asia events, industry markets, workshops and conferences.

Mumbai, Maharashtra, In

Led the content development charge for over 50 regional channels in over 12 languages throughout Asia, Middle East and India.• Oversaw all aspects of program development from inception to completion including the production of pilots, new series launches and presentation tapes.• Liaised with all regional STAR programming teams for synergy support in content development creative initiatives. Provided information and manage various requests from NewsCorp global programming teams.• Provided international entertainment experience to regional marketplace.• Reinforced creative relationships both regionally and globally with studios, broadcast networks, new media houses, media agencies, corporate sponsors, and production companies.• Attended major entertainment content conventions and markets. Initiate and oversee global development trends.• Used relationships with global media companies, network and cable buyers to lead the charge in pitching and selling ideas, formats and series.• Identified and developed on-air talent, off-air talent, program formats, concepts and genres to attract audiences, earn ratings and achieve a return on investment.• Developed programming in all genres of non-scripted programming, including talk, game, reality and others for broadcast network, first run syndication and cable.• Developed programming in all genres of scripted programming, including comedy, drama, webisodes and alternative. Liaison for relationship management between Channel heads and production, as well as overseeing day to day points on projects.• Identified programming opportunities based on current cultural trends, scheduling opportunities and ways to meet the needs of audiences.• Took pitches from talent, agents, and show creators. Served as point of contact with the creative community to identify and develop new programming and talent.

Burbank, Ca, Us

Burbank, California, Us

Burbank, Ca, Us

Us

TV Development Coordinator and Assistant to Conrad Riggs - Partner to Mark Burnett: Exec Producer The Apprentice (NBC); CoEP Survivor (CBS); EP Rockstar (CBS); CoEP The Contender (NBC); EP The Restaurant (NBC); EP The Casino (FOX) . Coordinated production and development needs for five simultaneous productions. In addition to creative development, I coordinated brand integration and product placement campaigns for Mark Burnett’s banner shows. Handled requests of VIPs and Celebrities for live show at Caesars Palace, Las Vegas (boxing main event), including role as Jeffrey Katzenberg’s production contact for The Contender, Main Event. Liaised with all business contacts, corporate sponsors, media outlets, production entities within Mark Burnett Productions and partners.

New York, New York, Us

Actualized new ideas for scripted and non-scripted primetime broadcast networks in addition to alternative cable formats and strip syndication formats. Participate in overseeing THE SHIELD from the television studio perspective. Created and maintained division development report, built writer/director/producer database, project tracking database and pitch status log.

Los Angeles, California, Us

Responsible for assisting in the handling of all network aspects within Current Programming for all scripted drama, comedy and animated series. Reported to Senior Vice President, Current Programming.

China Master Of Business Administration (Mba), China Business

Mini-Mba, Digital Marketing, Social Media Marketing, Gamification And User Engagement

Femgen Fellowship: Women'S Studies

Linguistic, Comparative, And Related Language Studies And Services

Bachelor Of Arts (B.A.), Political Science

Bachelor Of Arts - Ba, Sociology