Eduardo Castro — Brand Strategist

BRAND STRATEGIST

MEXICO CITY

EST. 2012

"Thirteen years turning consumer insight into the brands people choose to live inside."
EDUARDO
CASTRO
CASTRO

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EDUARDO CASTRO
BRAND STRATEGIST —
MEXICO CITY // 2026

"Thirteen years turning consumer insight into the brands people choose to live inside."

"I build brands that move both culture and market share."

EXPERIENCE

BRAND STRATEGIST

MEXICO CITY

EST. 2012

"Engineer-turned-marketer with 13+ years in international FMCG — PepsiCo, J&J, Grupo Mariposa."

EDUARDO
CASTRO
E.C.
13+ Years in FMCG
200M Organic impressions
+35% Revenue growth
+2.3pt Brand SOM

"BRANDS ARE DECISION ARCHITECTURES. I BUILD THE ONES PEOPLE CHOOSE TO LIVE INSIDE."

Eduardo Castro is a Brand Strategist with thirteen years building consumer brands across Mexico and Latin America. He has led strategy for PepsiCo, Johnson & Johnson, and Grupo Mariposa — shaping how millions of consumers experience some of the region's most iconic products.

He treats brand strategy as translation work: between business goals and human desire, between quantitative truth and cultural intuition, between global frameworks and the deeply local.

BRANDS & ORGANIZATIONS
PEPSICO
JOHNSON & JOHNSON
GRUPO MARIPOSA
DORITOS
NEUTROGENA
NIELSEN
PEPSICO
JOHNSON & JOHNSON
GRUPO MARIPOSA
DORITOS
NEUTROGENA
NIELSEN
EUROMONITOR
GOOGLE ANALYTICS
META BUSINESS SUITE
SEMRUSH
TABLEAU
HUBSPOT
EUROMONITOR
GOOGLE ANALYTICS
META BUSINESS SUITE
SEMRUSH
TABLEAU
HUBSPOT
PEPSICO — 2016

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. President's Outliers Award.

DORITOS RAINBOW

JOHNSON & JOHNSON — 2017–2020

Unlocked a four-year regulatory stall by mapping the SPF 55+ COFEPRIS pathway. Coordinated regional production in Brazil. Launched Sun Care category from zero in Mexico. +10% incremental B2B revenue.

NEUTROGENA

J&J / PEPSICO — 2014–2020

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'. James E. Burke Award. LATAM Forum recognition.

ERG LEADERSHIP

GRUPO MARIPOSA — 2020–2024

Built a brand and innovation system from scratch. Filtered 165 ideas down to one market-ready product through rigorous consumer validation. +35% revenue growth. Full P&L ownership.

GRUPO MARIPOSA

E
Education
BSc Computer Engineering & IT Project Management
Tecnológico de Monterrey
Strategic Marketing · Aug 2023
Kellogg School of Management
Data Analysis · Aug 2022
Wharton Executive Education
Project Management Professional (PMP) · Oct 2016
PMI
Certified Scrum Product Owner (CSPO) · Oct 2022
Scrum Inc.
Honors
President's Outliers Award
PepsiCo · 2016
James E. Burke Award
Johnson & Johnson
HRC Best Place to Work for LGBT+ Equity
Johnson & Johnson
LATAM Forum Recognition
ERG Leadership
Languages
Spanish
Native
English
Fluent
Key Tools
Nielsen Euromonitor Google Analytics Meta Business Suite SEMrush Tableau HubSpot Shopify Kantar

LET'S BUILD SOMETHINGWORTH REMEMBERING