# José Luis Castro - González

José Luis Castro - González is a remote worker on Himalayas, Owner at Pum Carnitas, based in Mexico.

Source: https://himalayas.app/@josluiscastro-gonzle

```text
AI transformation advisor at Grand Elite Squad who delivered RadarMedia’s automated media-intelligence operation.
```

| Detail | Value |
| --- | --- |
| Availability | Looking for a job |
| Location | Mexico |
| Authorized to work in | Mexico |
| Salary expectations | 120k+ MXN |
| Job categories | AI Transformation Consultant, Business Transformation Consultant, AI Advisor |
| Skills | AI Transformation, Business Discovery, Stakeholder Workshops, Process Redesign, Operating Model Design, AI Use Case Mapping And Prioritization, Generative AI, AI Agents, RAG, Business Case Development, KPI Definition, AI Governance, Human In The Loop Workflows, Workflow Automation, Media Intelligence |
| Website | https://grandelitesquad.mx |
| LinkedIn | https://linkedin.com/in/jlcastrogzz |

## About

```text
At Grand Elite Squad, I work with owners and operating teams to map how work flows, find where it breaks, and redesign processes before deciding where AI belongs. I turn initiatives into business cases, KPIs, and working prototypes that technical teams can build on.

With an enterprise communications team, I scoped and delivered RadarMedia’s automated media-intelligence operation, including press, web, and YouTube ingestion, explainable sentiment classification, and automatically generated client reports. I also traced an ingestion defect that created about 9,700 duplicate sources and resolved a login outage by reducing the search index from 107 MB to 10 MB.

Before Grand Elite Squad, I was Director General at Ammbar Entertainment, where I grew sales 35% and managed KPIs for MXN 18.5M in annual revenue. My work across media and entertainment also includes producing more than 200 commercials and 100 music videos.
```

## Experience

### Owner (current)

Pum Carnitas. Jan 2023 - Present

```text
Owns and operates the business, designing the franchise operating model and quality standards.
```

Skills: Franchise-Operations, Quality-Standards, Business-Ownership

### Founder & Principal Consultant (current)

Grand Elite Squad. Mar 2019 - Present

```text
Founded and leads a consulting boutique focused on business process and AI transformation. Conducts discovery sessions, maps workflows, and designs AI use-case portfolios with business cases and prototypes.
```

Skills: Business-Discovery, Process-Redesign, AI-Use-Cases, GenAI, AI-Agents, RAG, Automation, KPI-Definition, Prototyping, Claude, Next.js, Supabase, PostgreSQL, Vercel, Stripe, Google-Apps-Script

### Trend Researcher (Urban StreetScaper) (current)

The Futures Company. Nov 2007 - Present

```text
Conducted field research, data collection, and analysis on consumer trends, delivering client-ready findings for multinationals such as GE and Coca-Cola.
```

Skills: Consumer-Trends, Field-Research, Data-Collection, Data-Analysis, Client-Reporting

### Producer, 1st AD & Director (current)

Film & Advertising Production. Nov 2003 - Present

```text
Produced 200+ TV commercials and 100+ music videos, owning the production chain end to end. Raised project financing through Mexico's EFICINE film tax incentive and collaborated with notable directors.
```

Skills: Production, Directing, Budgeting, Casting, Crew-Management, Scheduling, vendor-negotiation, Set-Day-Logistics, EFICINE, Music-Videos

### Integration & Logistics Lead

Festival Internacional de Santa Lucía. Jan 2017 - Dec 2021

```text
Led integration and logistics for international artists of each edition, managing institutional relationships with the Nuevo León state government and operating alliances with OMA Airports and Hoteles Gamma.
```

Skills: Event-Logistics, Artist-Management, Institutional-Relations, Stakeholder-Management

### Director General

Ammbar Entertainment. Jan 2016 - Feb 2019

```text
Led the company, owning product development, talent strategy, and commercial model. Built a demand engine with paid social and out-of-home media, grew sales 35%, and managed KPIs for MXN 18.5M in annual revenue.
```

Skills: Product-Development, Talent-Strategy, Commercial-Strategy, Paid-Social, Out-of-Home-(OOH)-Media, Call-Center, KPI-Management, Sales-Growth

### Producer

TV Azteca San Luis Potosí. Jan 2014 - Dec 2015

```text
Produced news, sports, and commercial content for the television network.
```

Skills: Television-Production, News-Production, Sports-Production, Commercial-Production

### Instructor, Film Production for Fiction

SAE Institute. Jan 2009 - Dec 2010

```text
Taught film production for fiction, sharing industry knowledge and practical skills.
```

Skills: Film-Production, Teaching, Curriculum-Delivery

### Brand Manager

Wonderland. Jan 2004 - Dec 2006

```text
Created the brand and its franchise business model, leading launch strategy, positioning, PR, corporate sales, sponsorships, and loyalty programs, achieving approximately MXN 22M in annual revenue.
```

Skills: Brand-Management, Franchise-Development, Launch-Strategy, Positioning, PR, Corporate-Sales, Sponsorship, Loyalty-Programs

### Site Manager Assistant

ABB. Jan 1998 - Dec 1999

```text
Assisted site management with internal communications and expat integration.
```

Skills: Internal-Communications, Expat-Integration, Site-management

### Public Relations

Nova de Monterrey. Jan 1996 - Dec 1998

```text
Handled public relations duties for the company.
```

Skills: Public-Relations

## Education

### Powertrain Ventures

Bootcamp, Entrepreneurship. 2026 - 2026

```text
Participated in the Founder Bootcamp in 2026.
```

### Instituto de Comunicación, Artes y Humanidades de Monterrey (ICAHM)

Bachelor of Arts, Communication Sciences. 1997 - 2001

```text
Pursued a Bachelor of Arts in Communication Sciences with a focus on Radio, Television, and Film.
```

### Anthropic

Certification, Artificial Intelligence

```text
Completed certifications in Claude 101 and AI Fluency: Framework & Foundations.
```

### Select IDC

Continuing Education, Business

```text
Completed continuing education in Negocios @ Web.
```

### CONARTE

Continuing Education, Cultural Management

```text
Completed continuing education in Cultural Business Management.
```

### CEDIM

Continuing Education, Design

```text
Completed continuing education in Design Week.
```

## Tech stack

- PostgreSQL
- Next.js
- Stripe
- Google Workspace
- Vercel
- Supabase
- Final Draft
- Claude Code
- Retrieval-Augmented Generation (RAG)
- Google Apps Script
- Claude

To contact José Luis, message them from this profile with a Himalayas employer account: [Hire on Himalayas](https://himalayas.app/hire).

## People also viewed

- [Angel Du](https://himalayas.app/@angeldu): AI Tooling & Automation, Self Employed
- [Alejandro Lamas](https://himalayas.app/@alejandrolamas): AI & Development Business Partner, Laureate International Universities
- [NoCode Freaks](https://himalayas.app/@nocodefreaks): Digital Transformation & AI Consultant, Grupo Comercial Control
- [Juan Garvalena](https://himalayas.app/@juangarvalena): Strategy & Operations Lead, Independent Consultant
- [jesus juarez](https://himalayas.app/@jesusjuarez): Agentic AI Solutions Engineer, Independent
- [Jonathan Gonzalez ReyFilosofo by SERESARTE](https://himalayas.app/@ReyFilosofo): Secretary for Institutional & Business Partnerships, CEGECI A.C. / Tláhuac initiatives
- [Miguel Gonzalez](https://himalayas.app/@miguelgonzalez3): Founder & Director, Applied AI for Business, Humanio
- [David Romero](https://himalayas.app/@davidromero3): Director of Operations, Sky Gem Solutions
- [Dan Hernandez](https://himalayas.app/@danhernandez): Consulting, Operations & Branding, Nomadico Coffee Roasters
- [Issac Cervera](https://himalayas.app/@issaccervera): Operations Manager, Mexico, Ecler in partnership with Duoson