I am Joaquín Castro, a Marketing Director with over 15 years of experience leading regional teams across FMCG, retail, fintech and tech startups. I specialize in consumer insights, behavioral science and growth strategy, building human-centered brands and scalable platforms that drive meaningful results. I blend data, culture and storytelling to transform complexity into clear, actionable decisions. I’m passionate about collaborating with cross-functional teams, mentoring diverse groups and delivering outcomes that boost share, profitability and customer value across Latin America and globally.…

Joaquín Castro

I am Joaquín Castro, a Marketing Director with over 15 years of experience leading regional teams across FMCG, retail, fintech and tech startups. I specialize in consumer insights, behavioral science and growth strategy, building human-centered brands and scalable platforms that drive meaningful results. I blend data, culture and storytelling to transform complexity into clear, actionable decisions. I’m passionate about collaborating with cross-functional teams, mentoring diverse groups and delivering outcomes that boost share, profitability and customer value across Latin America and globally.…

Available to hire

I am Joaquín Castro, a Marketing Director with over 15 years of experience leading regional teams across FMCG, retail, fintech and tech startups. I specialize in consumer insights, behavioral science and growth strategy, building human-centered brands and scalable platforms that drive meaningful results.

I blend data, culture and storytelling to transform complexity into clear, actionable decisions. I’m passionate about collaborating with cross-functional teams, mentoring diverse groups and delivering outcomes that boost share, profitability and customer value across Latin America and globally.

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Skills

Experience Level

Language

Spanish; Castilian
Fluent
English
Fluent
Italian
Advanced
German
Beginner

Work Experience

Regional Marketing & Consumer Insights Director at Multinational FMCG / Retail / Fintech (Latin America)
January 1, 2018 - January 1, 2024
Led the regional Consumer Insights, Research & Analytics strategy across multiple markets, integrating data, research and behavioral science into strategic decision-making. Drove portfolio growth, go-to-market and brand strategy across LATAM, strengthening market share and brand relevance.
Head of Market Research & Strategy at Strategic Consulting / Applied Research (LATAM)
January 1, 2012 - January 1, 2018
Designed and executed studies on behavior, culture, habits, decision-making and consumer experience. Built consumer understanding models integrating data, socio-cultural context and qualitative analysis; supported rebranding, category expansion and commercialization initiatives.
Senior Consultant – Consumer & Behavioral Insights at Independent Projects & Startups (Global)
January 1, 2018 - Present
Advised startups and scale-ups on growth strategy through behavioral insights, market validation, concept testing and experience analysis. Integrated strategic thinking, data and human understanding to accelerate business decisions.
Development Instructor at College for International Cooperation and Development, United Kingdom
January 1, 2024 - December 1, 2025
Intensive training in international cooperation, community development, sustainability and work in vulnerable contexts; focused on education, health, sustainable agriculture, climate change and community organization.
Volunteer – Clothes in Shoes (Social Impact) at DAPP Zambia
January 1, 2025 - Present
Applied research on second-hand clothing and footwear market to strengthen funding models for education and community health projects; contributed to community development and circular economy initiatives.
Director of Knowledge & Consumer Insights at Bio Tėcnik SAS - L’AVANTÉ (Paris)
June 1, 2014 - September 30, 2017
Led knowledge and consumer-insights functions; designed research agendas, innovation processes, and solutions with impact on companies, communities and territories. Drove business model analysis and transfer of knowledge; defined consumer journeys and KPIs to support strategic decisions.
Global Director, Consumer Insights & Analytics at Genomma Lab International (CDMX)
September 1, 2017 - October 31, 2018
Led regional consumer insights and analytics, managing a multi-country team (pricing, product testing, brand health, advertising evaluation, consumer behavior, and analytics). Built consumer knowledge architecture and led initiatives to improve GTM and ROI across markets.
Master Market Research Consultant at Quala SA
January 1, 2012 - February 28, 2014
Led and tracked market research from primary and secondary sources, studied market trends for new projects, and developed methodologies and econometric models for consumer categories; represented consumer voice to facilitate strategic decision making.
Director of Research Projects at Consultoría Pigmalión SA
October 1, 2007 - January 31, 2012
Led multidisciplinary ethnographic research teams across food & beverage, banking & retail, and public sector; defined consumer-centric strategies for business growth, brand positioning, and loyalty.
Growth Marketing Director at Seefeld Style
September 1, 2020 - May 31, 2021
Led growth marketing initiatives, built and developed the marketing team in the digital ecosystem, defined brand positioning, and targeted growth opportunities in the Europe fashion market.
Head of Marketing at CajaRo - CCI Pay SAS
February 1, 2020 - February 28, 2021
Led marketing function, defined go-to-market and growth strategy for the electronic payments segment for small and medium businesses; managed marketing budget and P&L; established strategic alliances and business plans by customer segment.
Instructor at Pontificia Bolivariana University (Medellín) / Entrepreneurship & Innovation MS
January 1, 2022 - December 31, 2022
Teaching experience in Entrepreneurship and Innovation Management programs; contributed to curriculum and practical exercises with a focus on startup development and growth strategies.
Regional Marketing & Consumer Insights Director at Multinational FMCG / Retail / Fintech
January 1, 2018 - January 1, 2024
Led the regional Consumer Insights, Research & Analytics strategy across multiple markets, integrating data, research and behavioral science into strategic decision-making. Designed and implemented consumer-centric frameworks connecting insights, journey mapping and growth opportunities, directly impacting portfolio strategy, innovation and communication. Led multi-cultural research, marketing and strategy teams, strengthening internal capabilities and fostering a data-driven + human-centered culture. Developed advanced segmentation models, cultural archetypes and consumption occasion maps to optimize value proposition, pricing and portfolio architecture. Acted as a strategic partner to C-level executives and regional leaders, translating consumer complexity into clear, actionable and profitable decisions.
Head of Market Research & Strategy at Strategic Consulting / Applied Research
January 1, 2012 - January 1, 2018
Led end-to-end research projects for major corporations in FMCG, retail, health care, fintech and telecoms. Designed and executed studies on behavior, culture, habits, decision-making and consumer experience. Built consumer understanding models integrating data, socio-cultural context and qualitative analysis. Supported rebranding processes, category expansion, innovation and commercial transformation initiatives.
Senior Consultant – Consumer & Behavioral Insights at Independent Projects & Startups
January 1, 2018 - Present
Advising startups and scale-ups in the design of growth strategies, positioning and value propositions through a behavioral lens. Conducting research sprints, product validation, proof of concept testing and experience analysis. Integrating strategic thinking, data and human understanding to accelerate business decisions.
Volunteer at DAPP Zambia
January 1, 2025 - Present
Clothes in Shoes project: Led applied research on the second-hand clothing and footwear market to strengthen the funding model of education and community health projects. Applied marketing research and positioning tools to improve the commercial performance of the project. Hands-on experience in community work, local development and circular economy models.

Education

Industrial designer at Universidad pontificia Bolivariana
January 15, 2001 - December 15, 2006
Master's degree in Marketing and Sales Management at Universitat de Barcelona
November 7, 2013 - July 15, 2015
Master in Marketing and Commercial Management at University of Barcelona
January 1, 2015 - January 1, 2015
Specialization in Strategic Management of Design and Project Management at University of Buenos Aires
January 1, 2007 - January 1, 2007
Industrial Designer at Pontificia Bolivariana University, Medellín
January 1, 2006 - January 1, 2006
Diploma in Digital Marketing at LCI Bogotá
January 1, 2020 - December 31, 2021
Strategic Thinking Module (Marketing Management) at Pontifical Bolivarian University
April 1, 2014 - May 1, 2014
Subject of Qualitative Research at EA FIT University
January 1, 2012 - February 1, 2012
Subject of Consumer Behavior at Pontificia Bolivariana University
July 1, 2011 - January 31, 2012
Development Instructor (completed) at College for International Cooperation and Development – United Kingdom
January 1, 2024 - January 1, 2025

Qualifications

Master’s Degree in Marketing Management & Commercial Strategy
January 11, 2030 - January 15, 2026
Industrial Designer
January 11, 2030 - January 15, 2026
Additional training: Behavioral Science, Ethnographic Research, Consumer Psychology and Community Development
January 11, 2030 - January 15, 2026
Master's Degree in Marketing Management & Commercial Strategy
January 11, 2030 - January 15, 2026
Industrial Designer
January 11, 2030 - January 15, 2026
Additional training in Behavioral Science, Ethnographic Research, Consumer Psychology and Community Development
January 11, 2030 - January 15, 2026
Data Science Certification
January 1, 2023 - January 15, 2026
Diploma in Digital Marketing
January 1, 2020 - December 31, 2021
Strategic Thinking Module (Marketing Management)
April 1, 2014 - May 1, 2014
Subject of Qualitative Research
January 1, 2012 - February 1, 2012
Subject of Consumer Behavior
July 1, 2011 - January 31, 2012
Master’s Degree in Marketing Management & Commercial Strategy
January 11, 2030 - January 15, 2026
Industrial Designer
January 11, 2030 - January 15, 2026
Behavioral Science Training
January 11, 2030 - January 15, 2026
Ethnographic Research
January 11, 2030 - January 15, 2026
Consumer Psychology
January 11, 2030 - January 15, 2026
Community Development
January 11, 2030 - January 15, 2026

Industry Experience

Consumer Goods, Retail, Financial Services, Professional Services, Software & Internet

Skills

Experience Level