Denise Castro

Chief Marketing Officer @ Future Glow Philippines

About

I build brands that win on shelf, on screen, and in real life. I am currently Chief Marketing Officer at Future Glow Philippines, leading marketing across beauty, personal care, health, and fashion brands distributed nationwide. I scale consumer businesses through insight-led strategy, sharp positioning, retail execution, and culture-driven campaigns that convert. Beyond corporate, I am also the founder and marketing director behind bar.flora and Matador, hospitality concepts built from zero to thriving communities. One lives in gin and tea. The other in modern tapas and wine. Both are proof that I do not just market brands, I build them end to end. My career sits at the intersection of scale and intimacy: • FMCG growth across modern retail and e-commerce • Brand building across multiple categories • Experience design in hospitality • Strategy grounded in data but executed with taste I started at Unilever under TRESemmé, trained in structured brand management. I graduated Magna Cum Laude from UP Diliman and earned my Master of Liberal Arts in Management from Harvard Extension School, where I was a Dean’s List awardee. I believe rigor and creativity should coexist. What drives me is simple: Build brands people choose, talk about, and return to. I am particularly interested in consumer growth strategy, culture-led brand building, and designing businesses that scale without losing soul.

Country

Philippines

City

Metro Manila

Industry

Marketing & Advertising

Skill

Strategy, Data-driven Marketing, Marketing Communications Planning, Brand Marketing, Strategic Consulting

Experience

Chief Marketing Officer

Future Glow Philippines

2026-1 - Present · 9 mos

I lead marketing across 12 brands spanning beauty, personal care, health, and fashion. I oversee brand strategy, commercial growth, digital transformation, and nationwide retail execution, driving a billion-peso beauty portfolio built on insight-led positioning and culture-driven campaigns. I work closely with sales, supply chain, finance, and PR to scale multi-award-winning brands supported by a 100-person organization.

Brand Director and Co-Founder

Future Glow Philippines

2018-2 - 2025-12 · 7 yrs 11 mos

I led a ten-member cross-functional team across supply, research, finance, sales, PR, and advertising for SNAILWHITE and Oxecure. I spearheaded category expansions and commercial innovations that earned SNAILWHITE Most Successful New Brand of the Year at the Watsons Health, Wellness and Beauty Awards and disrupted a mature skincare category through a consumer-centric, digital-led strategy. SNAILWHITE became a top five skincare brand in leading e-commerce platforms within six months and rose to Top 11 nationwide within three years. I also drove Oxecure Powder Mud to become the number one acne solution product in Watsons, while elevating the portfolio to win multiple retailer and publication awards.

Marketing Director and Founder

bar.Flora and Matador

2023-5 - Present · 3 yrs 5 mos

I founded and built bar.flora and Matador from concept to execution, leading brand positioning, creative direction, and growth strategy. Both concepts were designed to translate strong brand narratives into immersive physical experiences. bar.flora has been recognized by Tatler as one of the top bars in the Philippines, reflecting the strength of community-led, experience-driven marketing and differentiated beverage programming.

Strategy Consultant

Bull.ish Launch Agency

2018 - 2020 · 2 yrs

I designed and executed strategic growth plans for brands including Kamiseta Skin, Merry Moo Ice Cream, Marca Pina, Unipak, and Maria Health. I helped reposition Merry Moo to drive a 15 percent increase in store sales and launched Marca Pina into e-commerce with a digital campaign that increased vinegar sales by 10 percent. My work focused on brand architecture, go-to-market strategy, and commercial expansion for founder-led and emerging brands.

Assistant Brand Manager of TRESemmé

Unilever

2017 - 2018 · 1 yr

Philippines

I led premium channel expansion, innovation launches, and digital transformation for TRESemmé. I helped make the brand number one in department stores, drugstores, and e-commerce within the premium segment and launched the company’s first natural personal care product, making TRESemmé the fastest growing brand in the portfolio. I delivered 18 percent gross sales value growth in 2017 through strategic planning and new product development. As Digital 2.0 Champion, I led the Hair Category in building competencies across consumer, content, commerce, and community, working with global teams to cascade digital strategies and drive KPI achievement. I also launched the All Things Hair website and led the production of 20 tutorial videos that surpassed reach and traffic targets.

Education

Harvard Extension School

Management

Dean's List Academic Awardee

University of the Philippines Diliman

2013 - 2017 · 4 yrs

• Academic Ranking: Magna Cum Laude • Dean’s Honor’s List – Rank 4 in batch • Champion, Philippine Association of National Advertisers Foundation (PANAF) Integrated Marketing Communications (IMC) competition