THE AUTHORS

  Justine P. Castellon

   Voice: +632-4135706
   Mobile:  +63 922 8513087
   Email:     marketplace21@yahoo.com
   Follow her on Twitter: marketplace21
   Website:  http://www.themarketplace21.net/

BRAND-CONSUMER STRATEGIST with 17 Years of Marketing Management Experience
Seasoned marketing professional/brand strategist for 17 years with a record of success and proven skills in strategic planning, media relations, publicity, consumer strategies, brand communications, product development, marketing research, and community and government relations.

MARKETING TO BOOST THE BOTTOM LINE
Breadth of experience includes: P&L management, product portfolio development, quantitative/financial analysis, contract negotiation, and leading cross-functional project teams

Marketing and sales acumen over the past 17 years encompasses: launching of new products; creating strategic marketing plans and budgets; developing annual retail calendar; developing advertising and PR campaigns; conducting market research studies; and reviewing/auditing  marketing plans.

Proven ability to quickly understand the competitive situation and needs of the market, and then define and execute marketing strategies that increase growth and enhance profitability.

  • Provides creative thinking and interpretation of consumer and market insights.
  • Participates as a team member and team leader to service the day-to-day strategic and project management activities
  • Presents new ideas for development of a project and brand as a whole.
  • Works effectively with the marketing teams in developing the plan of core solutions and programs.

SUMMARY OF QUALIFICATIONS:

Remarkable brand management experience within consumer products and financial services industries.  Develop new brands, products or services based on relevant insights in open innovation processes. Experience of consultancy and presenting, possess a sound knowledge of the market, and know how to produce concepts. Possess ability to think strategically, embraces both thinking in terms of scenarios and possibilities and also the ability to interpret visionary routes and pursue them tenaciously. Successfully performed market segmentation and then selected target market to achieve clients’ goals. Expert in dealing with the key personnel like bankers, senior management, customers and also with different sources of media.

  • In-depth knowledge of marketing strategy, concepts tools and techniques
  • Sound knowledge of client service leadership and consumer packaged goods
  • Ability to take ideas from concept to implementation
  • Excellent project management skills and interpersonal skills
  • Strong business writing skills and communication skills

 

Relevant experience in:

  • Customer Relations Management
  • Visual Merchandising in retail industry;
  • Corporate Social Responsibility in branding;
  • Marketing Research and Consumer Behaviors;
  • New Product Development and Management
  • Brand and Communications Management

PROFESSIONAL STRENGTHS:

Marketing and Strategic Planning
International Operations
Customer Relations
Public Relations
Strategic Partnerships
Project Management
Quality Management
P&L Forecasting

PROFESSIONAL BACKGROUND

Assistant Vice President and Marketing Head
I-REMIT, INCORPORATED

  • Corporate and Marketing Communications
  • Product and Brand Development
  • Corporate Social Responsibility
  • Marketing Research
  • Sales and Business Development Management

 Marketing Head
 THE BODY SHOP (Philippines)

  • Marketing Communications
  • Public Relations
  • Strategic Marketing
  • Customer Relationship Management

Assistant Marketing Manager
RICHWELL TRADING CORPORATION

  • Advertising/PR Management
  • Events Management
  • Product Management

Product Manager (OTC Products)
GERMED PHARMA CORPORATION

  • Product Management
  • Advertising

Marketing and Business Development Manager
WAVE TECHNOLOGIES, INCORPORATED

  • Marketing Management
  • Business Development

PUBLISHED MAJOR ARTICLES:

  • What Women Want? – Marketing to the Power of the Purse Consumer [Series 1: “30 SOMETHINGS”]
  • Tweening The Girl Power – Marketing to the Power of the Purse Consumer [Series 2: “TWEEN GIRLS”]
  • Shockvertising – Are You Ready for It?
  • Essential Marketing Checklist for the Money Transfer Business
  • Rethinking Retail Banking
  • Changing the Rules in Retail Banking
  • 3R – Recycling the Financial Mindset of OFWs
  • The Art of Hyperdifferenciation
  • Putting the Best Front In Your Window Displays
  • Lean Strategies for the Lean Season
  • Use Guerrilla Marketing to Win: marketing Guru Shares 17 Secrets
  • The Price of Loyalty
  • Spread the Virus:
  • Spend to Make Money
  • Rewarding Your Customer:
  • Customer Relations Management
  • The Ultimate Come-Ons
  • The Race to The Bottom
  • Keeping Score: How to Calculate Your Marketing ROI
  • Shockvertising: Does It Work?
  • Profit and principle: The Bottomline Value of Corporate Social Responsibility
  • Successful Email-Based Marketing
  • Best Practices:  CRM and Direct Marketing
  • Using Direct Mail

SPEAKERSHIPS/WORKSHOPS:

  • Young Entrepreneurship: Unleash the Potential® – Making the most out of your viral marketing and introduction on maximizing marketing budget for entrepreneurs
  • MAKING YOUR VIRAL MARKETING VIRAL
    Elements of viral marketing strategy
  • MARKETING MIX and MARKET SEGMENTATION
    How to craft an effective marketing strategy?
  • THE STRATEGIC ROLE OF PRODUCT MANAGEMENT
    How to build products people want to buy
  • PUTTING THE BEST FRONT
    The Power of Visual Merchandising
  • Power-Up BRAND
    The Brand Essentials for Marketers
  • SHOCKVERTSING
    How to use Shock in Advertising
  • Beyond Advertising – the role of advertising and creativity in brand management


RESEARCH, CAMPAIGNS & EVENTS:

RESEARCH

  • Power of the Purse – a study of psychographic segment of women
    – 30-Somethings Women
    – Tween Girls
    – Teen Girls
    – 20-Something Women
    – Wise Women
  • Mobile Money Transfer – a study and business model for the banked and unbanked market
  • Branchless Domestic Remittance– Developmental Plan for Domestic Remittance Business
  • OFW Realities and Insights – a study on overseas Filipino market and their behaviors, perception towards remittance services
  • Market Research: Understanding Average Filipino Consumer (The Body Shop / 2004)
    Is The Body Shop ready for the demanding C MARKET?
  • Consumer strategies: The Body Shop New Prospect: The Average Filipina (The Body Shop / 2004)

MARKETING CAMPAIGNS

  • What’s the Color of Your Personality? –  product campaign for iRemit Visa Card (iRemit 2010)
  • Love Your Body® – a customer relationship management campaign for The Body Shop (The Body Shop / 2007)
  • The Gift of Giving and Receiving® – a Christmas tradition for The Body Shop that combines in-store promotions and corporate social responsibility campaign (The Body Shop /2003- 2007)
  • Editorial Management for AD EDGE Magazine: Conceptualized the editorial line up for marketing in the hard times issue (PANA / 2005)
  • “Mobile School® . . . bringing education in the street” a social responsibility campaign for the brand The Body Shop (The Body Shop / 2004)
  • Discover Skin Care at The Body Shop” Campaign: Reposition the different facial care range based on target audience. This also includes new product-consumer relation and building brand for each category range (The Body Shop / 2003)
  • Discover Skin Care at The Body Shop” Campaign: Reposition the different facial care range based on target audience. This also includes new product-consumer relation and building brand for each category range (The Body Shop / 2003)

EVENTS

  • iRemit Golf Tournament (2007-2008-2009) – a fundraising campaign for iCare corporate social responsibility program
  • iRemit Annual Stockholders’ Meeting (2008-2009-2010)- press and stockholders’ meeting event
  • iCare® – The Learning for Life – a corporate social responsibility campaign for iRemit, Inc. (iRemit, Inc./ 2008)
  • Rebuild Bicol® – a corporate social responsibility campaign for The Body Shop in partnership with ABS-CBN Sagip Kapamilya (The Body Shop / 2007)
  • The Body Finesse® – a holistic approach to wellness mall tour (The Body Shop / 2007)
  • The World of Barbie Mall Tour – grand opening of Barbie Museum (Richwell/Mattel, Inc. / 2003)
  • Hot Wheel’s Highway 35 Traxx Competition Mall Tour (Richwell/Mattel, Inc. /2003)
  • Garfield 25th Year Birthday Bash in Glorietta (Richwell / 2003)
  • Barbie of Swan Lake Mall Tour (Richwell/Mattel, Inc. / 2003)
  • My Scene Launch Party with MTV (Richwell/Mattel, Inc. / 2003)
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