Strategic Brand, Communications & Business Advisor with extensive international experience driving organizational growth and strengthening market positioning across Europe, North America, and Latin America. Integrates strategy, creativity, and communications to build strong brands, enhance corporate reputation, and unlock new growth opportunities. Known for combining strategic vision, creative leadership, and business acumen to create differentiation, relevance, and sustainable value in highly competitive markets, spanning corporate and institutional environments with leadership in branding, marketing, strategic communications, and organizational transformation.…

Roberto Castañeda

Strategic Brand, Communications & Business Advisor with extensive international experience driving organizational growth and strengthening market positioning across Europe, North America, and Latin America. Integrates strategy, creativity, and communications to build strong brands, enhance corporate reputation, and unlock new growth opportunities. Known for combining strategic vision, creative leadership, and business acumen to create differentiation, relevance, and sustainable value in highly competitive markets, spanning corporate and institutional environments with leadership in branding, marketing, strategic communications, and organizational transformation.…

Available to hire

Strategic Brand, Communications & Business Advisor with extensive international experience driving organizational growth and strengthening market positioning across Europe, North America, and Latin America. Integrates strategy, creativity, and communications to build strong brands, enhance corporate reputation, and unlock new growth opportunities.

Known for combining strategic vision, creative leadership, and business acumen to create differentiation, relevance, and sustainable value in highly competitive markets, spanning corporate and institutional environments with leadership in branding, marketing, strategic communications, and organizational transformation.

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Language

Spanish; Castilian
Fluent
English
Fluent
Italian
Intermediate

Work Experience

Strategic Brand & Business Growth Advisor at Veraltia International
January 1, 2026 - Present
Advising leadership on brand positioning, strategic vision, and business growth for premium real estate assets by strengthening market presence, building strategic partnerships, and unlocking new commercial opportunities.
Brand Strategy & Business Development Lead at TW Creative – Madrid, Spain
January 1, 2024 - Present
Leads brand strategy and marketing initiatives across European markets; develops integrated communication and marketing strategies for audience growth and market expansion; drives strategic partnerships and new business opportunities; leads multidisciplinary teams aligning creative vision, execution, and business objectives.
Director Creativo de Marca | Estratega de Comunicación & Marketing at TW Creative – Vancouver, Canadá
January 1, 2010 - January 1, 2023
Dirigí la estrategia de marca y la visión creativa para clientes de los sectores lujo, moda, tecnología, turismo y sostenibilidad. Desarrollé narrativas de marca y campañas integradas orientadas a fortalecer el posicionamiento y la relevancia cultural. Incrementé el engagement mediante sistemas de comunicación estratégica y enfoques narrativos centrados en la audiencia. Lideré procesos de transformación de marca, redefiniendo identidad, tono y presencia digital. Gestioné equipos internacionales y operaciones multiculturales, aliando creatividad, comunicación y objetivos comerciales.
Fundador | Director Creativo Ejecutivo at Themeworks us – Miami / Nueva York, United States
January 1, 2000 - January 1, 2010
Fundé y dirigí una consultora creativa especializada en branding, publicidad y estrategia de comunicación. Asesoré a marcas globales como Swatch y Patrón, así como a agencias internacionales (McCann, Euro RSCG, Saatchi & Saatchi, FCB) en campañas de alto impacto y expansión de mercado. Lideré el desarrollo de identidades de marca, plataformas estratégicas y experiencias integradas para nuevos canales y audiencias. Diseñé proyectos de imagen corporativa que fortalecieron la conexión emocional y el engagement en mercados internacionales.
Senior Creative Director at McCann Worldgroup
January 1, 1998 - December 31, 1999
Oversaw creative operations for leading brands in FMCG, tourism, and telecommunications. Aligned creative vision with business objectives to maximize campaign effectiveness.
Associate Creative Director at BBDO Worldwide
January 1, 1990 - December 31, 1998
Led creative strategies that improved agency ranking by 15+ positions within two years. Implemented creative management systems that increased team efficiency and performance. Contributed to agency recognition and competitive positioning in the Colombian market.

Education

Master’s Degree – Global Digital Marketing at IM Digital Business School, Spain
January 1, 2025 - February 23, 2026
Master’s Degree – Digital Marketing & Project Management at IM Digital Business School, Spain
January 1, 2024 - January 1, 2025
Business Communication Studies at University of British Columbia, Canada
January 1, 2022 - January 1, 2022
BFA – Advertising & Marketing at Universidad Jorge Tadeo Lozano, Colombia
January 1, 1985 - January 1, 1990

Qualifications

Guest university lecturer (Advertising & Branding)
January 11, 2030 - February 4, 2026
Jury member at advertising, creativity, and design festivals
January 11, 2030 - February 4, 2026
FIAP nominations and Silver Award
January 11, 2030 - February 4, 2026

Industry Experience

Media & Entertainment, Travel & Hospitality, Software & Internet, Retail, Professional Services, Consumer Goods, Real Estate & Construction, Telecommunications, Education