Noting how digital marketing can still favor traffic over transformation, Castellanos has made optimization an art form. “It’s not just about the ad funnel,” she says. “It’s every single touchpoint, from the landing page to browse abandonment, the win-back weeks later, and the flow of the 30 days after purchase. Every one of those touchpoints is an opportunity to either turn a visitor into a customer, or a customer into a loyalist.”

Her philosophy stems from the idea that every brand has a conversion problem. Aiming to bring a solution, Castellanos brings her expertise as the “strategic marketing architect,” stemming from her experience as a journalist and copywriter in the fashion industry. She identifies as someone who bridges what a brand believes about itself and what its customer actually experiences. 

In a hyper-automated world, Castellanos' belief is refreshingly human: As technology grows more intelligent, so should brands, but not at the expense of connection.  “Everything’s getting smarter,” she says. “And that’s good, for me, for my clients, for the industry. Because the more people who start doing this the right way, the better the ecosystem gets.”