Daniel Castro, Performance Marketing

Digital Marketing Leader with 8+ Years of Experience
I design and lead high-impact paid media strategies across programmatic, search, social, and display. With a strong focus on data, automation, and creativity, I help global brands unlock growth through performance marketing that connects with people and drives results. Currently leading performance at SHA Wellness.

8+

Years of
Experience

15+

clients across
different sectors

About me

I’m Daniel Castro, a digital marketing strategist with 8+ years of experience designing and leading global paid media strategies. Currently, I’m Head of Performance at SHA Wellness, where I oversee international campaigns that align business goals with high-performing media execution.

My strength lies in bridging strategic vision with tactical precision. I build full-funnel strategies across programmatic, search, social, and display, leveraging data to drive growth, improve customer journeys, and optimize every touchpoint.

I’ve managed global budgets, led multi-market activations, and helped reduce acquisition costs while boosting brand visibility. From testing frameworks and automation to partner alignment and reporting ecosystems—I bring a hands-on, results-driven mindset to every challenge.

What drives me is curiosity. I’m passionate about building media ecosystems that not only convert but connect. I believe the best marketing happens at the intersection of insights, creativity, and user empathy.

When I’m not working on digital strategies, you’ll probably find me running marathons, climbing mountains, or discovering new places to eat—always chasing something new, on or off the map.

Experience

March 2025 - Present

Head of Performance - SHA Wellness

I lead SHA’s global paid media efforts, designing full-funnel strategies across search, social, programmatic, and display. I manage global media budgets, define KPIs, and collaborate with creative, CRM, and data teams to ensure continuous optimization and growth. I work closely with partners to identify new opportunities and integrate automation and testing frameworks into campaign workflows.

August 2021 - March 2025

Performance Manager - Good Rebels

At Good Rebels, I developed and executed digital campaigns across platforms like Google Ads, DV360, Meta, TikTok, and Amazon, handling over €1M in annual budget. I created advanced reporting dashboards using Supermetrics and spreadsheets, and tailored strategies for different audience segments and funnel stages to drive conversions and ROI.

June 2017 - September 2020

Marketing & Business Development - American Industries Group

I led SEM campaigns and built custom landing pages to support lead generation. I created and promoted content on social media, aligned marketing initiatives with business goals, and managed digital campaign budgets to maximize efficiency.

February 2015 - May 2017

Marketing Project Manager - HP

Managed and optimized web development initiatives to enhance sales performance, while coordinating comprehensive online campaigns aimed at driving sales growth. Produced various marketing sales tools, including technical quick-specs documents, data sheets, brochures, presentations, videos, and graphic design elements, all designed to support the sales team. Led advertising efforts for PC and Printing NPIs, ensuring maximum visibility and impact in the market.

Education

2020 - 2021

IE Business School, Spain

Master in Corporate & Marketing Communication

2013 - 2016

Universidad del Valle de Atemajac, Mexico

Communications Sciences Degree

June 2017 - September 2020

ACE Academy, United Kingdom

High School Equivalence Certificate Program

Services

My Specializations

Full-Funnel Performance Strategy

I design and execute media strategies that cover the entire user journey—from awareness to conversion—combining brand-building with measurable performance. My focus is on aligning campaigns with business goals, driving ROI, and ensuring consistency across platforms and touchpoints.

Data-Driven Optimization & Automation

I’m passionate about using data to make smarter decisions. From KPI definition to real-time reporting and A/B testing, I leverage analytics, automation tools, and testing frameworks to continuously improve campaign results and identify new growth opportunities.

Global Paid Media Leadership

With experience managing multi-market campaigns and seven-figure budgets, I know how to lead international media efforts. I work cross-functionally with creative, content, CRM, and analytics teams, and I build strong partnerships with platforms and agencies to scale efficiently and drive impact across markets.