Hon. BSc, Biology & Chemistry @
University of Toronto
A senior marketing leader with over 19 years of brand, online and strategic marketing experience working with many respected and admired brands. My entrepreneurial spirit, energy and drive have been the key motivators in building/coaching high performance teams and developing successful business strategies, including forays into unconventional marketing, such as social media/online, as well as traditional forms
A senior marketing leader with over 19 years of brand, online and strategic marketing experience working with many respected and admired brands. My entrepreneurial spirit, energy and drive have been the key motivators in building/coaching high performance teams and developing successful business strategies, including forays into unconventional marketing, such as social media/online, as well as traditional forms of advertising (i.e. television, radio, print, and outdoor). Creating and nurturing strong brands are a passion that requires both discipline and creativity in the drive for results.
Specialties: Leadership/People Motivator, Marketing/Business Strategy, Brand Building, Online/Digital Media, Demand Generation, Product Marketing, Competitive Analysis, Marketing ROI/Analysis, Pricing, Market Research, Customer Segmentation, Advertising, Email marketing, Change Management - traditional business transitioning to online, Public Speaking & Presentations.
VP of Marketing @ From 2015 to Present (less than a year) Senior Director of Brand Marketing @ From 2014 to 2015 (1 year) VP Brand & Advertising @ From 2011 to 2014 (3 years) Director of Marketing @ From 2010 to 2011 (1 year) Director of Marketing Communications - Advertising @ From 2010 to 2010 (less than a year) Head of Acquisition & Brand Marketing @ Responsible for developing the marketing strategy, advertising/promotions (including TV, online, radio, print, outdoor, direct mail, PR, events, sponsorships and social media), product development, website content and business plans to achieve the organization’s financial and market share objectives.
• Various positions beginning with Manager of Online Advertising to Senior Marketing Manager to Director of Marketing to Head of Acquisition & Brand Marketing
•Working with the CEO, formulated the marketing strategy for the entire organization in alignment with the new corporate vision.
•Realigned media strategy towards new client acquisition. As a result of the adjustment, acquisition volumes and efficiency increased significantly
•Increased and maintained brand awareness at record levels nationwide through implementation of learnings from econometric analysis.
•Planned and executed several campaigns including the highly successful “unmortgage” and “rsp’d off” executions which resulted in a significant lift in mortgage applications and RSP contributions. These two campaigns also won awards from the Canadian Marketing Association. From 2003 to 2009 (6 years) Senior Manager @ Leading client liaison role involved in the complete campaign lifecycle management, including campaign strategy and creative development. Responsibilities also included market research, new business acquisition, competitive analysis and benchmarking.
•Continually strived for cutting edge campaigns, including over-the-page ads and roll-over banners.
•Several campaigns were nominated and/or won industry awards for their innovative style and superior results.
•Ensured the delivery of high quality and effective online campaigns.
•Defined the process by which campaigns were developed. From 1999 to 2003 (4 years) Manager of the Internet Services Group @ Responsible for the market research, web content coordination, competitive analysis, and other business/financial analysis of projects involving the Internet Services Group.
•Contributed to merger negotiations with competitor with financial and market analysis.
•Extensive work in new product development and business planning. From 1996 to 1999 (3 years)
MBA, Marketing @ York University - Schulich School of Business From 1998 to 1999 Hon. BSc, Biology & Chemistry @ University of Toronto Mississauga From 1992 to 1996 St. Basil's From 1987 to 1992 St. Jane Frances Benjamin Castro is skilled in: Online Marketing, Email Marketing, Product Marketing, Online Advertising, Strategy, Brand Management, Competitive Analysis, Marketing Strategy, Marketing Communications, Segmentation, Creative Direction, Market Research, Marketing Research, Advertising, Marketing