Beatriz Castillo

Experience

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  British American Tobacco

  Jan 2000 - Jan 2003

  • Consumer Executive

    Jan 2001 - Jan 2003

  • Trade Marketing Representative

    Jan 2000 - Jan 2001
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  Procter & Gamble

  Jan 2003 - Jan 2017

  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. Show less 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. Show less

  • Senior Director, Marketing Global Distributors Markets LATAM

    Jan 2013 - Jan 2017

  • Marketing Director, Gillette LATAM South Cone

    Jan 2011 - Jan 2013

  • Marketing Director, Gillette Disposables LATAM

    Jan 2009 - Jan 2011

  • Group Brand Manager, Fabric & Home Care Colombia - Ecuador

    Jan 2007 - Jan 2009

  • Group Brand Manager, Shopper Marketing and Category Management

    Jan 2006 - Jan 2007

  • Brand Manager, Wella Hair Color

    Jan 2003 - Jan 2006
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  Self-employed

  Jan 2017 - now

  Investor and advisor International Real Estate

  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.

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  Shell

  Jan 2019 - Jan 2021

  Regional Marketing Lead, Lubricants

  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). Show less

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  Apple

  Feb 2021 - Dec 2022

  Partner Marketing and Services expansion

  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. Show less

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  Independent Consultant / Contractor

  Jan 2023 - now

  Marketing and Business Strategy Consultant

  • 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.