Roberto Castro

Business Consultant

Developing the Latin American market, including Spanish speaking creators in the U.S. Evangelizing content creators, production houses and broadcast media companies across the region. Direct onboarding of 20 channels onto the platform. Raising over 5.2 million dollars in LatAm lifting the company valuation from usd20mm in late 2014 to usd40mm by May 2015.

Developing and running the New Media Project, taking the business from losing usd1.5mm to a 0.5mm profit by leading an interdisciplinary team of 30 people (content, design, IT, research and sales areas). We quadrupled our revenues by doubling the viewership of our sites to more than 1.5 million unique monthly visitors and by streaming more than 100 million minutes of video content each month.

Optimising the marketing plan and marketing initiatives (I managed to obtain a 10% increase). Launching 3 new categories and the corresponding optimization strategies of the consumer portfolio. Marketing, communications, budget and sales forecast responsibilities.

Building the marketing department defining the core objectives, main strategy and short term actions in order to achieve the brand goals stated by UK. Sustaining a 40% increase of sales year over year by directly supporting the sales effort with marketing intelligence, project evaluations, research and business support. 30% average rise in the newspaper readership based on branding initiatives. Marketing Plan sales forecast and budget responsibilities.

Define and monitor the company KBIs in order to develop a successful pricing and distribution strategy for our products.

- Launching the new Baby Wipes Category, accomplishing a 60% market share with our premium brand Pampers Baby Wipes. - Trade marketing program development for Pantene, Head&Shoulders and Secret.

Marketing