EduardoCastro
Senior Marketing Director — Brand Strategist
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.
12+ brands · across FMCG & CPG
Brands I’ve helped grow
The decade started here
PepsiCo’s first purpose-driven product.
Sold out in one week instead of eight.
200M+ organic impressions · +2.3% brand SOM · President’s Outliers Award
This is what becomes possible when a brand decides to mean something.
Packaging · 2016
Production line · 2016
Warehouse · 2016
Defining Work
walk throughthe decade that walked through the door↓
Selected projects that went beyond the brief
Defining Work
J&J / PepsiCo®
ERG Leadership & Inclusion
Neither PepsiCo nor J&J had an LGBTQ+ employee resource group when Eduardo joined — no internal advocacy structure, no visible allyship program.
Founded EQUAL ERG at PepsiCo® and Open & Out at J&J, building both advocacy and allyship programs from the ground up.
HRC Best Place to Work · James E. Burke Award · LATAM Forum recognition
Johnson & Johnson
Neutrogena® Sun Care Launch
Neutrogena's Sun Care line had been stalled at the Mexican border for four years — SPF 55+ is classified as a drug in Mexico, requiring a COFEPRIS pathway nobody had mapped.
Mapped the regulatory pathway, coordinated regional production in Brazil, and launched the category from zero within two years.
New category from zero · +10% incremental B2B revenue · New market share
Grupo Mariposa
Brand Built from Zero
No brand, no innovation pipeline, and no system for deciding which of dozens of raw ideas were worth funding under a US$750K P&L.
Built the validation system from scratch — concept testing, sensory panels, pricing ladders — and ran 165 ideas through it before committing budget to production.
+35% revenue growth · Digital-first export brand · Full P&L ownership
05 / Impact
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
apex Consulting
Drop-off Reduction
apex Consulting
CPC Reduction
Grupo Mariposa
Revenue Growth
Johnson & Johnson
YoY B2B Revenue
PepsiCo®
Brand SOM Growth
apex Consulting
YoY Sales Growth
apex Consulting
Drop-off Reduction
apex Consulting
CPC Reduction
Grupo Mariposa
Revenue Growth
Johnson & Johnson
YoY B2B Revenue
PepsiCo®
Brand SOM Growth
04 / Career
Where I’ve worked.
A career built at the intersection of strategy, innovation, and execution.
Leading end-to-end marketing strategy and execution for FMCG and consumer-facing brands across Mexico and the US, managing a team of 6.
- +15% YoY sales through a disruptive GTM strategy for a drinks FMCG client
- 35% drop-off reduction via consumer research for a US telecom client
- 20% CPC reduction through A/B testing for a FinTech client
03 / Method
How I Work
“The methodology itself became an asset the company didn’t have before I arrived.”
The measure of the work isn’t just the brand — it’s the team left behind it: two promotions built into the business case at both J&J and Grupo Mariposa, a team of six at Apex today.
06 / Credentials
Credentials
Education & Certifications
Bachelor of Engineering in Information and Communications Technology
Tecnológico de Monterrey
Leadership Diploma
Tecnológico de Monterrey
Project Management Professional® (PMP®)
Project Management Institute · Oct 2016
Certified Scrum Product Owner℠ (CSPO)
Scrum Alliance · Oct 2022
Strategic Marketing
Kellogg School of Management · Aug 2023
Marketing 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
Languages
- EnglishNative / Fluent
- SpanishNative / Fluent
- PortugueseProfessional Working
Key Tools
Education & Certifications
Bachelor of Engineering in Information and Communications Technology
Tecnológico de Monterrey
Leadership Diploma
Tecnológico de Monterrey
Project Management Professional® (PMP®)
Project Management Institute · Oct 2016
Certified Scrum Product Owner℠ (CSPO)
Scrum Alliance · Oct 2022
Strategic Marketing
Kellogg School of Management · Aug 2023
Marketing 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
Languages
- EnglishNative / Fluent
- SpanishNative / Fluent
- PortugueseProfessional Working
Key Tools
Let’s
Connect.
If you’re building a brand that needs to move both culture and market share,
I’d like to hear about it.