Shany Castellon
Pompano Beach,Florida
Summary
A strategic marketing storyteller with experience shaping brand narratives for global powerhouses like Adidas, Ralph Lauren, and Disney Consumer Products. I specialize in transforming consumer insights into engaging, emotionally resonant campaigns that strengthen brand identity and inspire action. My approach blends creativity, cultural awareness, and analytical depth, ensuring every initiative is both memorable and commercially effective.
Overview
15
15
years of professional experience
Work History
Regional Brand Manager
Prestige Fashion (Original Penguin)
01.2025 - Current
- Managed comprehensive brand strategy, enhancing positioning and sales growth while achieving commercial goals.
- Coordinated with purchasing, sales, marketing, retail, and logistics for efficient business plan execution.
- Drove strategic planning and positioning of global fashion brand across wholesale, retail, and franchise channels.
- Led Annual Business Plan development with sales leadership, defining targets and tracking performance metrics.
- Managed full seasonal product lifecycle from buy planning to inventory analysis and purchase order generation.
- Oversaw store performance and international franchises, ensuring consistent brand experience and promotional execution.
- Collaborated with marketing teams on campaigns, product launches, and promotions aligned with brand objectives.
- Analyzed stock rotation to recommend replenishments, optimize margins, and mitigate aging inventory risks.
HCP Engagement Project and Marketing Manager
Cordis
01.2023 - 01.2025
- Drove strategic planning and execution of high-impact healthcare professional engagement programs.
- Oversaw end-to-end execution of initiatives to ensure timely delivery aligned with business objectives.
- Maintained and optimized global healthcare professional database, managing contracts and ensuring compliance.
- Streamlined document management processes for accurate data collection and regulatory tracking.
- Managed supplier onboarding and payment setup to ensure seamless procurement and financial compliance.
- Drafted, tracked, and oversaw contracts and Statements of Work across multiple regions, ensuring timely execution.
- Served as liaison among healthcare professionals, internal teams, and external partners for clear communication.
- Analyzed workflows to identify inefficiencies, implementing improvements for enhanced operational effectiveness.
Marketing and Retail Manager - Latin America and Caribbean
4Ever Magic - Disney Consumer Products
01.2017 - 01.2018
- Developed and implemented high-impact marketing programs for retailers in Central America and Caribbean.
- Built strong partnerships with retail accounts and marketing teams to maximize Disney-branded activations.
- Oversaw budgeting, expenditure tracking, and reconciliation for all marketing operations to ensure cost efficiency.
- Established relationships with licensees, identifying new partnership opportunities to expand Disney's retail footprint.
- Secured franchise statements and marketing assets across TWDC divisions for a unified brand presence.
- Leveraged data-driven insights to optimize marketing initiatives and enhance brand affinity among consumers.
- Conducted retailer training sessions to ensure effective execution of Disney's brand vision and promotional strategies.
- Monitored campaign performance, using KPIs and ROI metrics to refine strategies across retail channels.
Regional Retail Development Coordinator - LATAM
Ralph Lauren Latin America
01.2015 - 01.2017
- Oversaw end-to-end development and production processes for seamless execution from concept to final product.
- Maintained accurate records of original color standards, trims, and embroidery artwork to uphold brand integrity.
- Managed and updated key production reports, including vendor matrices and approval tracking systems.
- Compiled and updated vendor cost sheets while establishing price conditions for all orders to enhance cost efficiency.
- Led lab dip approval processes, ensuring assessments met brand standards; coordinated evaluations for fit, sizing, and packing.
- Oversaw bulk production timelines and sample coordination to ensure timely execution of critical products.
- Collaborated with design and sourcing teams to align on quality standards and strategic goals.
Sourcing Coordinator - US & Canada
VF Corp. (The North Face)
<ul>
<li>Oversaw end-to-end product development and production processes for seamless execution from concept to final product.</li>
<li>Maintained accurate records of color standards, trims, embroidery artwork, and counter submissions to uphold brand integrity.</li>
<li>Managed and updated key production reports including source plans, vendor matrices, and approval tracking systems.</li>
<li>Compiled and updated vendor cost sheets, established price conditions, and optimized cost efficiency for all orders.</li>
<li>Led lab dip approval processes, ensuring assessments met brand standards; coordinated fit and garment evaluations.</li>
<li>Oversaw bulk production timelines and coordinated sample submissions for timely execution of products.</li>
<li>Collaborated with design, sourcing, and production teams to align on quality standards and strategic goals.</li>
</ul>
01.2014 - 01.2015
- Oversaw end-to-end product development and production processes for seamless execution from concept to final product.
- Maintained accurate records of color standards, trims, embroidery artwork, and counter submissions to uphold brand integrity.
- Managed and updated key production reports including source plans, vendor matrices, and approval tracking systems.
- Compiled and updated vendor cost sheets, established price conditions, and optimized cost efficiency for all orders.
- Led lab dip approval processes, ensuring assessments met brand standards; coordinated fit and garment evaluations.
- Oversaw bulk production timelines and coordinated sample submissions for timely execution of products.
- Collaborated with design, sourcing, and production teams to align on quality standards and strategic goals.
Order Planning Specialist - LATAM
adidas Latin America
01.2011 - 01.2014
- Acted as primary liaison with Carlsbad, California team to strategize purchase volumes and conduct sales analysis.
- Oversaw assortment planning and reporting for LATAM markets, aligning product availability with regional demand.
- Facilitated sell-in preparation for Spring-Summer and Fall-Winter collections, aligning brand strategy with market needs.
- Ensured timely delivery of seasonal product ranges through accurate forecasting and stock replenishment.
- Managed inventory and stock flow to enhance efficiency in regional supply chain operations.
- Contributed to successful launch of TaylorMade and adidas Golf e-commerce platforms in LATAM region.
- Optimized planning processes for LATAM by analyzing sales data and adjusting strategies accordingly.
- Drove alignment between product offerings and market requirements across all LATAM territories.
Education
Bachelor - International Commerce and Logistics
Universidad Latina De Panama
Panama City, Panama06-2010
Skills
- Strategic project management
- Integrated marketing strategy
- Marketing operations and logistics
- Brand strategy and management
- E-commerce strategy and execution
- Demand planning and procurement
- Bilingual communication (English and Spanish)
- Marketing strategy
- Retail development
- Business planning
- Go-to-market execution
- Consumer insights
- Budget and P&L management
- Cross-functional leadership
- Project management
- Strategic planning
- Trade marketing
- Digital transformation
- Brand positioning
- Commercial negotiation
- Performance analytics
- Omnichannel strategy
- Category management
- Brand management
- Marketing support
- Category growth
- Marketing expertise
- Brand-building strategies
- Promotional planning
- Creative direction
- Marketing communications
- Brand strategy
- Market analysis
Languages
English
Proficient (C2)
C2
Spanish
Native
Native
References
References available upon request.
Timeline
Regional Brand Manager
Prestige Fashion (Original Penguin)
01.2025 - Current
HCP Engagement Project and Marketing Manager
Cordis
01.2023 - 01.2025
Marketing and Retail Manager - Latin America and Caribbean
4Ever Magic - Disney Consumer Products
01.2017 - 01.2018
Regional Retail Development Coordinator - LATAM
Ralph Lauren Latin America
01.2015 - 01.2017
Sourcing Coordinator - US & Canada
VF Corp. (The North Face)
01.2014 - 01.2015
Order Planning Specialist - LATAM
adidas Latin America
01.2011 - 01.2014
Bachelor - International Commerce and Logistics
Universidad Latina De Panama