Diego Castro
Channel Marketing Manager @World Vision Canada
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WORK HISTORY
Channel Marketing Manager @World Vision Canada
CA
Develop Campaign Strategy: Design, develop, and implement comprehensive paid media strategies across various channels (e.g, Google Ads, Meta, LinkedIn, TikTok, Programmatic) that align with overall business goals, marketing campaigns, and target audience profiles.Audience & Keyword Research: Conduct in-depth keyword research, competitive analysis, and audience segmentation to identify opportunities and inform campaign targeting.Forecasting & Goal Setting: Set clear, measurable campaign goals and Key Performance Indicators (KPIs) such as Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), Click-Through Rate (CTR), and Conversion Rate. Forecast performance and budget requirements.Technical Implementation: Ensure proper implementation of tracking pixels, conversion tags (like the Meta Pixel or Google Ads tag), and UTM parameters for accurate performance measurement and attribution.Daily Monitoring: Actively monitor campaign pacing, ad delivery, and performance on a daily basis to identify and address any issues or opportunities in real-time.Budget Allocation: Manage and allocate paid media budgets effectively across different channels and campaigns to maximize overall ROI.Reconciliation: Work with the finance team to reconcile invoices and ensure accurate billing from ad platforms.Cross-Functional Collaboration: Work closely with other teams, including SEO, content marketing, social media, web development, and sales, to ensure an integrated and cohesive marketing effort.Vendor Management: Manage relationships with ad platform representatives (e.g, Google or Agencies\' account managers) and any external agencies or tool providers.
EDUCATION
SAEJEE Business School
MBA Alta gerencia y Coaching, MBA
Universidad de La Sabana
Business Administrator, Marketing - Logistics - RRHH
EUDE Business School
Master en Gestion Comercial, Marketing y Gestión Comercial, Marketing - Publicidad - E commerce
University of Manitoba
Applied Business Management, Business
SKILLS
ABOUT DIEGO CASTRO
Administrador de Empresas Políglota de la Universidad de la Sabana, con estudios de postgrado MBA, Maestría en Marketing, Publicidad e E-Commerce, conocimiento en Marketing Digital, Experience Design, Branded content, Segmentación, Inbound Marketing, Organic y Paid Social Media y Comunicaciones, Marketing de Contenido, Planes de Finalización, Dataminig, Apps, Geolocalización, Cross Media, con experiencia en Trade Marketing, Activaciones e impresos, Publicidad de Guerrilla y Marketing en vivo, manejo de medios y agencias de publicidad con énfasis en marketing ATL y BTL, destrezas en Diseño Grafico, Diseño Web, Maquetación y Fotografía, íntegro en Marketing Online, Offline, B2B y B2C.Especialista en SEO, SEM, Digital Analytics y Estadísticas, entre otras, con conocimientos en Software Empresarial y Formación Integral, capacidad de trabajar remotamente, Liderazgo y análisis frente a los cambios del entorno tanto internos como externos, Para las cuales se ha fortalecido a lo largo de su carrera de pregrado, postgrado y su experiencia laboral, lo cual representa una ventaja competitiva en cualquier área.
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