AMA Baltimore is pleased to highlight Jorge Eduardo Castillo, Corporate Director, Business Development & Marketing at Passport Health as April’s member profile. Following our tradition, throughout the year, we showcase some of the area’s extraordinary marketers allowing the rest of the community to familiarize and connect with these individuals as well as with their respective companies.
Jorge is in charge of all facets of the business development cycle for Passport Health, including marketing design and development, corporate client services, strategic alliances/affiliate partnerships, franchisee management and process reengineering.
Jorge is also charged with forging partnerships with industry leaders, reorganizing corporate communication channels, operational processes, reporting protocols, and developing metrics and control mechanisms necessary for the implementation of Passport Health’s growth strategy. He leads the team responsible for the creation and implementation of Passport Health’s Enterprise-Wide Resource Planning System.
Born in Lima, Peru; Jorge lived there for 12 years before coming to the U.S. and has lived since in Maryland. He holds a B.A. degree in Biological Sciences with a pre-medical concentration from Goucher College, MD and an M.B.A. from Loyola College in Maryland with a specialization in International Business and Finance. Jorge serves on the board of directors for the non-profit There Goes My Hero Foundation, the International Board of Directors of the Africa Travel Association, the Board of Advisors for St. Frances Academy and The Board of Directors of the MD Hispanic Chamber of Commerce.
Jorge has been a speaker at various conventions and has lead seminars on Organizational Management, Internet Marketing and Franchise Management. He has been a guest lecturer at Towson University’s College of Business and Economics, lecturing on Entrepreneurship. He also serves as a hotline counselor for victims of domestic abuse through the House of Ruth Maryland and is currently training to be a certified pilot.
Jorge has marketing experience in a variety of industries ranging from real estate, to online-wine training, to restaurant operations, to health-care. In all of his endeavors information technology and information systems play a crucial role. As Jorge stated, “while the basic tenets of marketing may apply to almost all industries, the more specific marketing tactics are generally industry-driven. Nevertheless, the use of search engine optimization (SEO), rich and social media and word of mouth marketing are, in my opinion, extremely important.”
Jorge likes to problem solve. He has picked each of his jobs because of the tremendous marketing work that needed to be done. For example, when he began working at Passport Health they had no serious internet presence and no cohesive brand. Their client referrals were mostly coming from physicians. With Jorge in control, they were able to go from 39,000 organic referrals to their site in 2006 to 180,000 in 2010. Further, during the recession, they grew website traffic 300%. Having an online presence and a strong brand has allowed Passport Health to continue to grow and it is paving the way for our international expansion. Traffic to their website is coming from (in this order) U.S., Canada, India, UK, Mexico.
Jorge’s point of view on the value of ROI, new technologies, and success, “I am always interested in learning about new technologies to support targeted marketing. In my industry, postcards do not really work and our margins are very thin so we have to be extremely careful about spending money if there is no positive ROI. If it is new, I want to learn about it.
Most importantly, no one-person can do it all. If we have been successful it has been because I have fostered a team mentality—where I allow my team to be creative, take risks and make decisions. They know they are expected to let me know if my ideas could be improved. Even though at the end I have to make the decisions, their input is invaluable. I expect them to challenge me as much as I challenge them. Without the talented team I have, none of our successes would be possible. They are the ones who deserve the credit. Not me.”
LinkedIn profile: http://www.linkedin.com/pub/jorge-eduardo-castillo/5/456/18b
Company website: http://www.passporthealthusa.com/