Nicolas Castañeda Ramirez

Drive integrated PR, influencer marketing, eCommerce, paid media, social media, and communications strategies to strengthen brand equity, increase awareness, and accelerate growth across Latin America, positioning Cyzone as the leading Gen Z Hispanic beauty brand in the region. Team size: 16 (2 direct reports)

Led Cyzone’s brand positioning across Latin America through integrated PR, influencer, and communication strategies, while pioneering the transformation of the Consumer Engagement area through AI and digital innovation. Key Achievements: -Positioned Cyzone as the #1 beauty brand on social media across Hispanic Latin America, driving category leadership on TikTok and Instagram. -Led Cyzone's first-ever co-branding partnership with Dunkin', delivering a sold-out campaign within two days and generating one of the brand's most viral and cost-efficient initiatives, achieving over 200% ROI. Team: 10 direct reports.

Drive Cyzone’s brand positioning across Latin America by leading integrated strategies in PR, influencer marketing, and brand communications. Key Achievements: -Developed and executed a regional communication strategy that significantly increased brand purchase intent. -Content Evolution: Led the evolution of Cyzone’s in-house content production, tailoring creative output to fit the unique dynamics of each social media platform (TikTok, Instagram, YouTube, etc.). -Grew Cyzone’s social media presence to 6.6M+ followers, positioning the brand among the top beauty accounts in Hispanic America. -Built a multi-tiered influencer network: • 17 mega influencers (170M+ total reach). • 80+ micro influencers across 11 countries. • Launched Cyzone’s first male influencer strategy, tapping into new audience segments. -Managed high-impact celebrity campaigns across TV, digital, and PR platforms. -Boosted internal culture and alignment through high-performing endomarketing campaigns. -Oversaw and optimized the regional marketing budget with a strategic, ROI-focused approach. Team: 9 direct reports.

Led Cyzone’s communication and marketing strategy across Latin America, driving brand consistency, relevance, and engagement in 12 countries. Key Achievements: -Developed and implemented a regional communication strategy and compelling brand claims across all touchpoints. -Managed influencer campaigns with 200+ talents, including a core team of 9 influencers with 40M+ true reach. -Oversaw partnerships with makeup artists and dermatologists to enhance brand credibility and product trust. -Delivered high-impact endomarketing campaigns, boosting TOM and TOH metrics and achieving top engagement across the company. -Led execution and optimization of the regional communications budget. Team: 3 direct reports.

Led Cyzone’s regional brand growth through consumer engagement, localized marketing, and influencer strategies, ensuring strong brand presence and profitability across Latin America. Key Achievements: -Created and led #CyzoneXperience, a regional BTL platform focused on music festivals and live events. -Rolled out major product launches across 12 countries, including Pure, Fist Team, Wow Brow, and Skin First. -Developed high-impact local campaigns in Mexico, Ecuador, Chile, and Colombia, delivering 300%+ ROI. -Led endomarketing campaigns with the highest internal engagement in the company. -Executed influencer strategies in 5 key markets, boosting brand relevance with Gen Z. -Launched Latin America’s first TikTok Challenge with a celebrity partnership, reaching 55M+ users. Team: 3 direct reports

Led the profitable growth and positioning of key dairy and beverage brands including Crema de Leche, Mantequilla, Cremosino, Mozzarella, Sabana, Parmesano, Campesino, Quesito, Frutto, and Don Maíz. Key Achievements: -Led the #CocinemosJuntos digital campaign, driving double-digit sales growth in cheese and butter & cream categories. -Launched Campesino Diario 125g, increasing in-store presence and generating incremental brand sales. -Introduced Frutto Naranja, successfully entering a new category and expanding consumer touchpoints. -Led the brand image refresh for cheese and butter & cream lines, enhancing appeal among younger consumers. -Rolled out the Frutto #SegurosDeLoQueSomos campaign, strengthening brand identity and relevance. Team: 2 direct reports.

Drove profitable growth in the grocery retail channel, including mini-markets and independent supermarkets, across the Tolima department. Key Achievements: Led a regional rezoning initiative, transforming the seller role and business model, which successfully reversed a downward sales trend and restored channel growth. Team: 17 direct reports.

Led the profitable growth of the Milk category (1 year) and Greek Yogurt, Heavy Cream, and Butter (6 months), driving innovation, brand equity, and market expansion. Key Achievements: -Created and launched the Vaca Calidosa campaign and character, driving double-digit sales growth and increased market share in the milk category. -Supported the Milk Category profitability project and implemented a new go-to-market model. -Led the Greek Yogurt campaign with Olympian Caterine Ibargüen, achieving double-digit sales growth and market share gains. -Developed and launched new products (Culinary and Greek Yogurt lines), enabling entry into new consumption moments in households.

Support the profitable growth of the Food and functional drinks category

Detailed literature analysis on risk logistics. Field work (interviews), in order to find insights when comparing literature vs. reality. Finally contribute to risk logistics in Latin America, since there are no related articles.

Responsibilities Cross-cutting support in financial mathematics and investment finance

International MBA Development of leadership skills necessary to implement improvements in organizations and strengthen skills in creating an integrated vision of the different structures of the company. Theoretical practical training with face-to-face academic experience in leading companies worldwide

Highly skilled coach who support teams in transforming the dynamics in which they operate, through an internationally certified methodology, strengthening interpersonal relationships in any context, and enhancing each team member’s talent, capabilities, and competencies—thereby achieving shared objectives and turning the team into a high-performance unit.

Development of an innovative vision of Digital Marketing, in order to understand the behavior of today's digital consumers through analysis, defining comprehensive strategies to optimize customer engagement and transforming data into action to maximize digital performance

Develop managerial skills and competencies, improve the decision-making process and help achieve strategic thinking with a comprehensive vision of the organization.