What: Erik Castillo has been promoted president, Latin America at Xaxis.
Why it matters: Castillo replaces Lucas Mentasti who left the company to become the President of [M]Platform, Latam at GroupM Worldwide Inc last December.
Xaxis, the programmatic media and technology platform, announced the promotion of Erik Castillo to president, Latin America. Previously serving as market director, Latin America, Castillo will be responsible for guiding company operations across the region with a focus on client development, product innovation and driving growth for the company’s recently acquired digital retail unit, Triad Retail Media. He will also lead the continuing expansion of the company’s fast-growing direct client business.
Although their positions are different, Castillo is replacing Lucas Mentasti who left the company to become the President of [M]Platform, Latam at GroupM Worldwide Inc.
The fourth employee of Xaxis Latin America, Castillo has played a key role in the growth of Xaxis across the region in markets including Mexico, Argentina, Brazil, Colombia, Chile, Peru, Uruguay and Puerto Rico. As market director, Latin America he managed operations across multiple offices, provided strategic guidance to global advertisers on their programmatic strategies and helped build the Latin America business to more than 250 clients while doubling revenue every year.
“Erik has been a phenomenal evangelist for the programmatic industry in Latin America, helping to significantly expand adoption of audience-based media buying among the region’s largest advertisers,” said Nicolas Bidon, global president of Xaxis. “I would like to congratulate him on his new role and look forward to his continued leadership in growing the Xaxis business across Latin America.”
Prior to Xaxis, Castillo was regional digital director at Starcom Mediavest. In this role, he managed a digital hub of 27 employees based in Argentina dedicated to digital strategy for P&G. This included helping P&G in the development and growth of the company’s internal programmatic platform and leading a significant expansion of P&G’s digital spend in the Latin America market. Prior to Starcom, Castillo held leadership roles at IAB in Peru and with DirecTV. Castillo received his bachelor’s degree from the University of Lima and holds a master’s degree in online marketing from the University of Barcelona.
“Xaxis has set the standard for programmatic in Latin America, providing unmatched capability, performance and accountability in helping marketers connect with consumers wherever they access media,” said Castillo. “I am excited for the opportunity to lead our talented Latin America team as we expand our footprint in the region, working with brands, media owners and e-commerce companies to enhance the overall digital experience.”