Marketing Sales

* ** ******** ** **** * Houston, Texas ***** Phone: 832-***-**** Email: g ********@*******.***

www.linkedin.com/in/gabrielacast

Gabriela Castillo

Marketing Communications

Brand Management Strategic Planning B2B and B2C Events/Customer Engagement

Market Positioning Public Relations Print/Online/Broadcast Advertising Web Content Development

Senior marketing professional with expertise in developing, executing and implementing customer focused

marketing communications strategies that increase market leadership position for leading global companies:

General Electric, Texaco, Shell Oil, McDonald’s, and Tyson Foods.

Selected Accomplishments

Directed targeted PR campaign addressing economic crisis and its effects on company performance

recognized by GE CEO for leadership in this initiative.

Targeted business and trade media and industry influencers to deliver key messaging on GE’s focus on

environmental products and services and growth. Secured on camera interview and print interview for

company spokesperson resulting in Houston Chronicle article positioning GE Oil & Gas as key player in the

oil and gas industry: “A SUCCESS STORY: Virtual Unknown GE Oil & Gas Now a Star.”

Developed successful North America technology conference for over 100 key customers.

Planned and executed event which included 17 technical presentations with presenters from around the

globe, local plant tour, customer reception and dinner, providing sales an invaluable opportunity for customer

engagement and positioning company as thought leader in innovative technology. Directly secured one new

service customer with multi-million dollar service contract potential.

Successfully executed focused customer engagement campaign including company’s participation

in two major trade shows and company’s annual customer meeting in Florence Italy. Directly led sub-

vendor negotiations, organized and coordinated employee support and participation, and coordinated

executive management involvement for maximum effect. Developed supporting marketing materials.

Grew sales for prepared food product category by 23% and increased “protein” message awareness

for key segment in $75 million global marketing campaign.

Successfully developed and executed Hispanic market “Powered by Tyson” national integrated campaign.

Managed print, broadcast, online advertising and public relations, Negotiated partnership with Univision.com

to develop company’s first Spanish language website. Recognized by client for leadership and strong results

among its five marketing agencies.

Developed bundled product offer which resulted in highest response rate of the year at 2.5%.

Combined video and internet service products targeting niche market of late technology adopters. Develop

key messaging focused on technology as a tool for educational development. Managed development of

supporting marketing materials and media schedule.

Reduced information service cost for customer marketing software by $100K annually.

Identified inefficient use of resources through regular assessment to optimize resources and budget.

Youngest employee to be recognized with President’s award for leadership.

Career History

Marketing Communications Leader, General Electric - OIL & GAS Houston/Florence, Italy 2008 – 2009

Developed marketing communication strategy for the Americas region Canada, U.S. and Latin America

working with regional executives and global marketing team to develop and execute strategies for each

geographical area. Executed brand awareness and customer engagement opportunities utilizing public

9 39 Colorado St Unit 6 Houston, Texas 77007 Phone: 832-***-**** Email: g ********@*******.***

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relations, advertising, sponsorships, events and collaterals. Managed vendor relations and contract

negotiations to meet project objectives and budget requirements.

Marketing Communications Specialist, Direct Energy Houston, 2006 – 2008

Managed Acquisition and Retention Marketing Communications for retail electricity products, developed

integrated marketing campaigns including TV, radio, online, print and OOH. Managed advertising agency

throughout campaign development and execution process with $10.2 million budget. Actively analyzed

marketing expenses to identify and implement cost savings and effectiveness throughout marketing

organization.

Marketing Specialist, Time Warner Cable Houston, 2005 – 2006

Directly accountable for achieving incremental customer acquisition goals for video (cable) business

segment, through effective marketing communications strategies, including direct response integrated

advertising campaigns – TV, radio, print, direct mail and email campaigns. Accountable for advertising

agency management with more than $16 million marketing budget. Implemented corporate marketing

campaigns and initiatives for Houston region.

Account Executive, Lopez Negrete Communications Houston, 2004 – 2005

Developed Hispanic marketing strategy for Tyson Foods (second largest food company in the Fortune 500)

by using primary and secondary research to identify customer segments, promote product understanding

and develop key messaging. Managed day-to-day execution of national integrated advertising campaigns

including the development of TV, radio, print, online, promotions and corporate communications.

Marketing Assistant, Texas Bay Area Credit Union Houston, 2003

Implemented marketing programs and promotions. Created and edited marketing material, including mail

inserts, signage and employee newsletter.

Regional Marketing Supervisor, McDonald’s Corporation Houston, 2001

Implemented national marketing strategy for Southwest Texas (San Antonio, El Paso, Corpus Christi and

McAllen). Developed regional marketing strategy and managed local advertising agency. Analyzed and

presented promotional and sales data for monthly advertising meeting. Managed the development of

collateral material, presentations and website content.

Marketing Coordinator/Analyst, Texaco Inc/Shell Oil Houston 1995 – 2000

Communicated and implemented corporate marketing strategy for Havoline motor oil. Managed production,

consistency and distribution of collateral material for compliance with brand standards. Managed distributor

group marketing software tool.

Education

B.B.A., Management Information Systems, University of Houston

Dean’s List senior year

Texaco Academic Scholarship for study in Management Information Systems

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