Eduardo
Castro
Engineer-turned-marketer with 13+ years in international FMCG — PepsiCo®, J&J, Grupo Mariposa — managing P&Ls, launching products, and leading teams across the US and LATAM.
The project that defines my career is Doritos® Rainbow — PepsiCo®'s first purpose-driven product. Launched the week of the Pulse massacre in Orlando. Sold out in one week instead of eight. 200M+ organic impressions. It's been a Pride flagship ever since.
I build brands that move both culture and market share.
Defining Work
Selected projects that went beyond the brief
Doritos® Rainbow
PepsiCo®'s first purpose-driven product. Launched the week of the Pulse massacre in Orlando. 100% of profits donated to LGBT+ ally NGOs. Sold out in one week instead of eight.
200M+ organic impressions · +2.3% brand SOM · President's Outliers Award
ERG Leadership & Inclusion
Founded EQUAL ERG at PepsiCo® and led Open & Out at J&J. Contributed to J&J earning HRC 'Best Place to Work for LGBT+ Equity' and LATAM Forum recognition.
HRC Best Place to Work · James E. Burke Award · LATAM Forum recognition
Neutrogena® Sun Care Launch
Unlocked a four-year regulatory stall by mapping the SPF 55+ COFEPRIS pathway. Coordinated regional production in Brazil and launched the category from zero.
New category from zero · +10% incremental B2B revenue · New market share
Brand Built from Zero
Built a brand and innovation system from scratch. Filtered 165 ideas down to one market-ready product through rigorous consumer validation gates.
+35% revenue growth · Digital-first export brand · Full P&L ownership
Doritos® Rainbow
PepsiCo®'s first purpose-driven product. Launched the week of the Pulse massacre in Orlando. 100% of profits donated to LGBT+ ally NGOs. Sold out in one week instead of eight.
200M+ organic impressions · +2.3% brand SOM · President's Outliers Award
ERG Leadership & Inclusion
Founded EQUAL ERG at PepsiCo® and led Open & Out at J&J. Contributed to J&J earning HRC 'Best Place to Work for LGBT+ Equity' and LATAM Forum recognition.
HRC Best Place to Work · James E. Burke Award · LATAM Forum recognition
Neutrogena® Sun Care Launch
Unlocked a four-year regulatory stall by mapping the SPF 55+ COFEPRIS pathway. Coordinated regional production in Brazil and launched the category from zero.
New category from zero · +10% incremental B2B revenue · New market share
Brand Built from Zero
Built a brand and innovation system from scratch. Filtered 165 ideas down to one market-ready product through rigorous consumer validation gates.
+35% revenue growth · Digital-first export brand · Full P&L ownership
Results that
hold up.
Numbers from real engagements, not projections. Each one traces back to a strategic decision, a team, and a market.
apex Consulting
YoY Sales Growth
Disruptive GTM strategy and portfolio repositioning for a drinks FMCG client in Mexico.
apex Consulting
Drop-off Reduction
Consumer research driving UX improvements for a US telecom client's support funnel.
apex Consulting
CPC Reduction
A/B testing and SEO strategy for a FinTech client's social media acquisition campaigns.
Grupo Mariposa
Revenue Growth
Built and scaled a digital-first export brand from zero with full P&L ownership.
Johnson & Johnson
YoY B2B Revenue
Launched Neutrogena®'s Sun Care category in Mexico after mapping a regulatory stall.
PepsiCo®
Brand SOM Growth
Doritos® Rainbow generated 200M+ impressions and sold out in record time.
apex Consulting
YoY Sales Growth
Disruptive GTM strategy and portfolio repositioning for a drinks FMCG client in Mexico.
apex Consulting
Drop-off Reduction
Consumer research driving UX improvements for a US telecom client's support funnel.
apex Consulting
CPC Reduction
A/B testing and SEO strategy for a FinTech client's social media acquisition campaigns.
Grupo Mariposa
Revenue Growth
Built and scaled a digital-first export brand from zero with full P&L ownership.
Johnson & Johnson
YoY B2B Revenue
Launched Neutrogena®'s Sun Care category in Mexico after mapping a regulatory stall.
PepsiCo®
Brand SOM Growth
Doritos® Rainbow generated 200M+ impressions and sold out in record time.
Career
A career built at the intersection of strategy, innovation, and execution.
Brands I’ve helped grow
Process & Approach
How I Work
The brief nobody asked for
At PepsiCo®, I noticed limited-edition launches underperformed because of sequencing. I mapped data from 6 launches and proposed a trade activation adjustment that became standard practice. Nobody asked for it. That's when the useful ones happen.
The regulatory detour
Neutrogena®'s Sun Care had been sitting at the border for 4 years. I diagnosed that SPF 55+ is a drug in Mexico, requiring COFEPRIS pathways. I coordinated regional production in Brazil and launched the category in 2 years. Strategy without diagnosis is just confidence.
The 165 ideas
At Grupo Mariposa, I built the system to decide what was worth building. Filtered 165 ideas through rigorous validation: concept testing, sensory panels, and pricing ladders. Only one made it to market. That's how you avoid launching products nobody wants.
The packaging line crossover
My move to marketing was engineered. As PMO, I was running automation on packaging lines. Innovation team saw how I handled ambiguity and meetings. Technical credentials got me in the room; performance in the room got me the role.
The brief nobody asked for
At PepsiCo®, I noticed limited-edition launches underperformed because of sequencing. I mapped data from 6 launches and proposed a trade activation adjustment that became standard practice. Nobody asked for it. That's when the useful ones happen.
The regulatory detour
Neutrogena®'s Sun Care had been sitting at the border for 4 years. I diagnosed that SPF 55+ is a drug in Mexico, requiring COFEPRIS pathways. I coordinated regional production in Brazil and launched the category in 2 years. Strategy without diagnosis is just confidence.
The 165 ideas
At Grupo Mariposa, I built the system to decide what was worth building. Filtered 165 ideas through rigorous validation: concept testing, sensory panels, and pricing ladders. Only one made it to market. That's how you avoid launching products nobody wants.
The packaging line crossover
My move to marketing was engineered. As PMO, I was running automation on packaging lines. Innovation team saw how I handled ambiguity and meetings. Technical credentials got me in the room; performance in the room got me the role.
“The methodology itself became an asset the company didn’t have before I arrived.”
Credentials
Education & Certifications
BSc — Computer Engineering & IT Project Management
Tecnológico de Monterrey
Project Management Professional® (PMP®)
Project Management Institute · Oct 2016
Certified Scrum Product Owner℠ (CSPO)
Scrum Inc. · Oct 2022
Strategic Marketing
Kellogg School of Management · Aug 2023
Data Analysis
Wharton Executive Education · Aug 2022
Honors & Awards
- stars
President's Outliers Award
PepsiCo · Doritos® Rainbow initiative
- workspace_premium
Circle of Champions
PepsiCo · Top 0.1% worldwide
- verified
James E. Burke Award
Johnson & Johnson · Creative Leadership
- emoji_events
HRC Best Place to Work
J&J Mexico · LGBTQ+ Equity
Languages
- EnglishNative / Bilingual
- SpanishNative / Bilingual
- PortugueseProfessional Working
Key Tools
Open to opportunities
Let’s
Talk.
If you’re building a brand that needs to move both culture and market share, I’d like to hear about it.