Fernando Castillo Nava

Marketing Director with 20+ years building brands and driving commercial growth across FMCG, QSR, and Wine & Spirits in LATAM. Consistent track record of double-digit volume growth, successful market entries, and full P&L ownership. Equally strong in brand strategy, trade marketing, digital/ATL/BTL execution, and leading cross-functional teams.

Regional Franchise Lead - Tim Hortons LATAM at Restaurant Brands International (2023-01 – 2026-12)

Led P&L, brand development, and franchise operations for Tim Hortons across Mexico, Panama, and the Cayman Islands.

• Scaled Tim Hortons Mexico from 50 to 190 units in 24 months -- one of the fastest QSR expansions in LATAM.
• Achieved 15.3% EBITDA per store via labor productivity and cost-reduction frameworks.
• Led market entry and brand launch in Panama and Cayman Islands; delivered 11.0% EBITDA in Year 1.

Marketing Director LATAM at RFRSH Brands (2021-01 – 2022-12)

JV between CBC (Pepsi & AB InBev bottler) and ILG (Zacapa/Botran) -- RTD startup with $18M USD in Year 1 sales.

• Delivered 47% growth in Year 1: 83% Share of Market in Guatemala and 46% in El Salvador.
• Built go-to-market and route-to-market strategies for Mexico, Ecuador, and Peru to scale the business 10X.

Marketing Director at La Madrileña (2016-01 – 2020-12)

Led Marketing, On-Premise, and Trade Marketing for a 20+ person team across 30+ wine & spirits brands.

• Led NPD pipeline: Tequila Jarana (+40% Y1), Viuda de Romero (120K 9lc), and Mayorazgo Cristalino (+37% GM).
• Scaled on-premise channel from 500 to 1,200 active accounts and 1,200+ shopper touchpoints.
• Reversed a -20% decline in the liqueur portfolio to +15% growth within 12 months.
• Improved team efficiency 30% through data-driven, consumer-centric planning and organizational redesign.

Sr. Marketing Manager at Pernod Ricard Mexico (2011-01 – 2016-12)

Led three business lines: Wines (Domecq, Campo Viejo), RTDs (Caribe Cooler), and Premium Spirits (Ballantine's, The Glenlivet).

• Ballantine's "Stay True": 24M views, +40% volume, +1.3 pts SOM -- Runner-up at the 2014 IAB Awards.
• Caribe Cooler "Cero Complicado" 360 (ATL/Digital/BTL): +19% volume, +2.5 pts SOM.

Sr. Brand Manager at Mead Johnson Nutrition (2009-01 – 2011-12)

Managed Enfagrow (MXN 700MM portfolio, MXN 200MM budget), bridging FMCG and medical/HCP marketing.

• Enfagrow "Cerebro" 360 campaign (ATL, CRM, HCP): +24% volume, +0.9 pts SOM.
• New formula and packaging launch across consumer and HCP channels for the MXN 700MM portfolio.
• Achieved an average 30% SOM leadership in specialty infant formulas.

Jr. Brand Manager at Yum! Restaurants International (2007-01 – 2009-12)

• Led Taco Bell Mexico national launch: brand localization, consumer touchpoints, and creative campaign.
• Managed KFC's high-end segment; executed 4 promotional periods delivering +17% volume vs. prior year.

Brand Assistant at Nestle Mexico (2003-01 – 2007-12)

• Trainee in sales, marketing, trade, and finance; promoted to Brand Assistant in Ice Cream (24 launches/year).

MBA – ITAM (2008-01 – 2012-12)

B.A. in Marketing – ITESM CCM / University of Oregon (1998-01 – 2001-12)