Director

Tory Castillo

Plano, Texas – ***** 469-***-****

*****************@*****.*** www.linkedin.com/in/torycastillo

Marketing Manager

Results-driven and innovative professional with vast experience in marketing, sponsorship negotiation, and strategic recommendations. Proven track of developing and executing strategic marketing campaigns, for major clients, including AT&T and Chevrolet. Have led cross-functional teams to develop strategic recommendation for sponsorship assets optimization.

Expertise in:

Strategic marketing campaign development

Brand Partnership asset management

Sponsorship Marketing / Brand Activation

Sponsorship negotiation / Evaluations

PROFESSIONAL EXPERIENCE

WASSERMAN, Dallas, Texas 2019 to December 2023

Director – Brands and Properties

Led team responsible for AT&T’s entitlement of AT&T Stadium and the Dallas Cowboy partnership. Worked with AT&T’s brand team to develop a unique brand identity for the venue and partnership. I developed consumer path journeys and marketing campaigns that harnessed the Dallas Cowboys passionate fanbase to deliver business results for several AT&T business units. Managed partnership budget and developed critical POVs on competitors and evaluations of new sponsorship opportunities. Managed player talent agreements and developed social media campaigns to support activation concepts. Established KPI’s and conducted measurement studies to contribute to ROI analysis on partnership performance. Key partnership highlights include:

Leverage partnership assets to increase brand awareness for AT&T through 500 million+ social media views within 30 days by developing and launching the viral "AT&T's Pose with the Pros" AR photo activation at AT&T Stadium.

Oversaw the negotiation and deal points for athlete marketing agreements with Dallas Cowboys players: Dak Prescott and Trevon Diggs and developed social media content series featuring both athletes.

Worked with several internal AT&T business units to develop specific marketing campaigns for their business objectives. Examples:

oAffinity business unit (AT&T Thanks) to develop geo-targeted sweepstakes, resulting in the highest consumer sweeps engagement across all of AT&T’s sport’s properties.

oWorked with AT&T Fiber division to develop a neighborhood takeover campaign driving awareness of new internet service options available in key markets. Leveraged partnership assets and team’s IP to develop marketing materials, secure player appearances, conduct ticket and memorabilia offerings. Resulted in 22% increase.

oWorked with AT&T retail division to leverage team IP and developed retail POS kits for 180 plus stores in the DFW area.

oWorked with Corporate Social Responsibility (CSR) team to leverage Cowboys partnership and donate $50K to local Girls / Boys club in connection with team’s Salvation Army partnership.

Oversaw AT&T’s sponsorship of Mercedes-Benz Stadium. Implemented title night with Atlanta United and executed their philanthropic initiative in market. Also oversaw AT&T’s entitlement sponsorship of AT&T Performance Arts Center and AT&T’s HBCU sports marketing efforts.

Served as the Director for the Molson Coors account where I conducted evaluations of NFL, MLB and NBA proposals and provided strategic guidance for renewals and new partnership alliances. Identifying what assets are key to secure based on client objectives, what assets would drive the brand story and what assets should be considered negotiable based on available dollars. Developed marketplace analysis for potential new alliances to increase the sponsorship footprint. Third party data work included leveraging Scarborough, GWI, Zoomph, Globaldata and others to develop fan overlap data, cultural landscapes and team profiles.

JACK MORTON WORLDWIDE, Detroit, Michigan 2006 to 2019

Vice President – Sports and Entertainment

Oversaw all of Chevrolet's sports marketing, including partnerships with MLB and 14 regional MLB teams, CMA Fest, and CMA Awards. Successfully optimized sponsorship assets to align with Chevrolet's brand and sales marketing objectives. Managed annual budget of $40 Million and a team of 8 direct reports who I coached/mentored resulting in career growth opportunities. Served as main contact across client’s agency partners (Media buying, Advertising, Social, PR) to ensure sponsorship assets were being maximized and cadenced properly. Worked with client’s internal business divisions to ensure all agreements went through proper evaluation, legal, risk, privacy, and business process control clearances before execution.

•Developed partnership strategy and identified asset mix for: MLB (League Partnership), Detroit Red Wings, Detroit Tigers, Army/Navy Game, US Men’s & Women’s Soccer Team, Mexico National Soccer Team, 14 additional MLB team regional partnerships and 5 Team Chevy Athletes.

•Directed the development of several national campaigns with Major League Baseball from finding a new Chevy PlayBall reporter which was highlighted during the national Fox Sport broadcast of the World Series to developing a Chevy Youth Baseball Program, touching over 2,200 leagues/18M kids across the US, which provided equipment, MLB tickets and donated money to leagues on behalf of Chevy Local dealers.

•Oversaw team to create ten-piece social media campaign (webisodes) with Athletes - Alex Morgan (US Women’s Soccer Team Captain) and Andrew McCutchen (MLB All Star) to align with Chevy Youth Sports initiatives. Also secured Houston Astros’ Jose Altuve for national broadcast commercial.

•As a director, ran South Central regional office of 15 staff members with P&L responsibilities. Oversaw management of over 20M dollars of sponsorship across multiple verticals, NFL, MLB, NBA, Fairs & Festival and youth sports. Sponsorship activation, Experiential Marketing activities, Product launches, large annual conferences for dealers, and media hosting events accounted for over 250 activation days, annually.

•Winner of the Spirit of Jack Morton, an annual Company-wide award given to an individual whose performance, leadership and innovation best embodies Jack Morton Worldwide core values.

HOST COMMUNICATIONS, Dallas, Texas 1997 to 2003

New Business Director – Managed Events

Directed a team of 3 individuals responsible for developing and managing activations for clients and hitting revenue goal for division. Clients included NFL, MLB, NCAA, Sony, Exxon Mobil, etc.

•Developed Sony’s NASCAR Team partnership program. Program leveraged national mobile tour to hit high end retail partners to increase SKU’s of Sony Electronics. SKU’s increased 38% during promotional period. Partnership successes with Team saw inclusion of additional business units, such as Sony Music and Sony Motion Pictures who promoted Spider Man movies through clever NASCAR paint schemes and integrated media plans.

•Managed the execution of 40+ market in 10+ countries that built brand awareness, connected MLB with new fans, and increased new baseball participation in those markets.

•Worked with the NFL to develop Battle of the Gridiron for the Pro Bowl in Honolulu. A made for TV event with PRO Bowl athletes in various competitions.

•Directed Southwestern Bells’ NCAA Experience College Championship 10 city tour. Tour elements included creative with IP/Rights/Marks, various football interactives and consumer engagement activities. Client objective of 8pt lift in consideration was achieved.

•Oversaw Exxon Mobile Speedpass activation at 10 selected NFL Markets. Included coordination with stadium contact, logistic and onsite management, as well as recap generation. Client objective to 10,000+ signs up was achieved within 8 stops.

ADDITIONAL RELEVANT EXPERIENCE

JUST MARKETING INTERNATIONAL – Senior Account Director (2003 to 2006)

Spearheaded the execution of motorsports partnership activations for clients in NASCAR, IndyCar and F1 racing series. Developed NASCAR consumer promotions for Dial Soap and Duck Tape. Developed NASCAR / F1 B2B programs for Loctite. Consumer and B2B programs included driver meet and greets, exclusive guided tours to non-public areas (pits, team garages, team trailers), merchandised giveaways and once-in-a-lifetime at track experiences.

ALUMNI PRODUCTIONS – Director (1996 to 1997)

Ran the VISA NFL Mall tour. 20 city tour around the US, hitting key NFL Markets. Coordinated player appearance, media interviews and onsite activation for consumers. Developed for recaps and local mall liaisons.

ATHLETE/INFLUENER MARKETING EXPERIENCE:

•NFL: Dak Prescott, Cee Dee Lamb, Micah Parsons, Demarcus Lawarence, Trevon Diggs, Amari Cooper, Ezekiel Elliott, Randall Cobb, Jaylon Smith, Leighton Vander Esch, George Teague, Darren Woodson,

•MLB: Jose Altuve, Andrew McCutchen

•USA Women's Soccer: Alex Morgan

•NASCAR: Carl Edwards, Greg Biffle, Ryan Newman, Tony Stewart

•Entertainment: Brad Paisely, Luke Bryan

•NCAA: Tyler Ulis, Luke Hancock

EDUCATION

Bachelor of Arts and Science (BAAS), Mediation, UNIVERSITY OF NORTH TEXAS, Denton, Texas Sports: Varsity Football (3-year letterman)

PAST CLIENTS INCLUDE:

Automotive

Technology

Consumer Product Goods

Below is a list of Sports Properties / Marquee Events where I have developed/conducted sponsorship marketing campaigns over my career. They include but not limited to:

Telecom

Insurance

Alcoholic Beverage

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