Open to opportunities

Maria Del Castillo

@mariadelcastillo

Message

I build lifecycle CRM and loyalty programmes that activate first-party data across European markets.

Spain

Message

What I'm looking for

I'm looking to lead CRM, loyalty, lifecycle marketing and first-party data activation programmes where I can combine strategy with hands-on delivery, scale customer journeys across markets, and collaborate with data, creative and analytics teams.

I've led CRM, data activation and customer engagement for Diageo across eight European markets, supporting brands including Baileys, Smirnoff and Guinness. I deliver scalable automated journeys, activate SFMC/CDP audiences, and have delivered 190+ CRM campaigns generating 3.9M+ customer impacts.

Across Jaguar Land Rover Europe, I led CRM, digital, loyalty and retention programmes for Aftersales & Retail Marketing in seven markets, partnering with dealer and workshop networks across B2B and B2C. My post-purchase programmes reduced churn, increased average ticket value, reduced customer-service complaint calls and improved post-service NPS.

I've also built loyalty and promotional programmes for L'Oréal, Santander, Mastercard Europe, Ford and other global brands. I bring hands-on Salesforce Marketing Cloud, segmentation, personalisation, AI-enabled content and journey design together with cross-functional leadership across data, creative, analytics and delivery teams.

Experience

Work history, roles, and key accomplishments

Current

Data Activation Manager

Current

Diageo

Apr 2026 - Present (4 months)

Drive first-party data activation and lifecycle CRM programmes across 8 European markets, managing SFMC/CDP-activated audiences and delivering 190+ CRM campaigns with 3.9M+ customer impacts. Champion AI adoption, with AI-generated content trials delivering a +6% CTR uplift.