Liliana Castro

Liliana Castro, who holds degrees in both business administration and marketing, has been a leader in marketing for more than 20 years, designing and implementing numerous highly successful customer service and sales programs.

As a marketing director at Mattel, she spearheaded a marketing program that successfully combated the extremely seasonal nature of consumers’ toy buying behavior (mainly concentrated at the Christmas season) through the creation of “dia de los niños” (children’s day), which is considered the most successful marketing strategy in the last 10 years for the Colombian market.

Ms. Castro has also worked in a variety of roles for Bavaria (SABMiller), rising from product management to director of marketing. As a result of the work of her and her team, Bavaria weakened its competitors and was able to acquire its main competitor, consolidating its market leadership.

For the last five years, Ms. Castro has being doing market research and developing marketing strategies for companies such as Wyeth, Novartis, Boehringer Ingelheim, Procter & Gamble, Sodimac, Syngenta, and Chevron in different countries in Latin American.

Ms. Castro is part of the Strategyn Latin American team and may be reached
by e-mail.