Emanuel Castelo
GTM Lead @ The Times | Bridging Product Strategy & Brand Marketing | Full-Funnel Growth
I’m a Senior App Growth Manager with experience leading mobile growth, product optimisation, and brand-led marketing for high-profile digital products. At The Times, I lead the strategy for optimising how users discover, experience, and return to our apps.
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I partner closely with Product, Editorial, and Marketing teams to drive subscription growth and meaningful engagement. My background spans product growth, integrated marketing and user experience, giving me a holistic view of how people interact with digital products across the entire funnel. I enjoy turning insights into clear strategies, improving user journeys, and building campaigns that connect brand storytelling with measurable growth. I thrive in cross-functional environments, enjoy solving complex problems with creativity and clarity, and love working on products that have real cultural impact. I’m especially drawn to roles where product, marketing, and design come together to create exceptional user experiences. In my free time, I'm a content creator and designer at: - aesthetics - pt - com/simplesmentevegan - a page dedicated to spreading the benefits of a plant-based/vegan diet
GTM Index
- THE TIMESJOB
- GTM Lead5M
GTM Lead
The Times
- Senior App Growth Mgr (The…1Y 1M
Senior App Growth Manager (The Times)
The Times
- Led full-funnel user acquisition and engagement strategies, integrating paid ads, App Store optimisation (ASO), and CRM channels to drive scalable app growth. - Spearheaded the GTM strategy for The Times flagship app relaunch, aligning positioning, messaging, and creative across product, marketing, and editorial for a high-impact market entry. - Managed the implementation of new growth tech, enabling flexible subscription experiments and dynamic paywall strategies to optimise monetisation and conversion. - Acted as a cross-functional lead, translating complex technical requirements into actionable growth strategies between engineering, product, and marketing teams. - Championed a data…
- App Mktg Mgr (The Times)1Y 9M
App Marketing Manager (The Times)
The Times
- Digital Campaigns Mgr - Ed…9M
Digital Campaigns Manager - Editorial, NBV and Value
The Times
- Digital Campaigns Mgr - Tr…11M
Digital Campaigns Manager - Travel
The Times
- SIMPLESMENTE VEGANJOB
- Founder, Content Creator a…3Y 6M
Founder, Content Creator and Designer
Simplesmente Vegan
Instagram channel to promote the Veganism lifestyle. The aim is to help people to move towards a vegan lifestyle by providing accurate and revised health information, recipes and tips, in an easy to read and direct format. Since September 2018, we gathered more than 15k followers, mostly organically.
- NEWS UKJOB
- Digital Campaigns Executive5M
Digital Campaigns Executive
News UK
- Full campaign management from briefing to post-campaign analysis. - Creative strategy - Development of support material for different teams - Creation of workflows and processes to facilitate cross-team work - Analytical self-starter experienced in leveraging data and insights to develop positioning and marketing plans - Brief development and project management - Support on email marketing activities
- UM LONDONJOB
- Account Mgr6M
Account Manager
UM London
As an Account Manager, I was part of the Mattel team, coordinated 12 European markets and developed central strategies for Uno, Scrabble, and Hot Wheels. In tandem, I've led the development of Mattel's analytics dashboard, which covered most of the digital activations for multiple Mattel brands, across the EMEA region, solving some historic tension points and improving the quality of the data and the user experience. Main actions: - Coordinate multiple tech partners - Being the bridge between the tech developers and the client - Assess data quality and accuracy - Assess and revise user experience and interface - Regular check-ins with the client and relevant parties to manage expectations -…
- Account Executive2Y
Account Executive
UM London
At UM, I have worked across different accounts, B2B and B2C, in several markets, such as the UK, Ireland, Spain, France, Germany and the US, Always with a focus on excellent client service and with high client exposure, I've had the opportunity to develop my knowledge of strategic campaign planning, reporting, insights development, digital media, and social media, being praised on my can-do attitude and problem-solving skills, as well as on my storytelling and visual abilities. I have volunteered to work on MediaTrust projects with charities such as KeshetUK and StrongMen.
- LSO ST. LUKE'SJOB
- Steward1Y 11M
Steward
LSO St. Luke's
- GUILDHALL SCHOOL OF MUSIC & DRAMAJOB
- Library Student Assistant1Y 3M
Library Student Assistant
Guildhall School of Music & Drama
- WIGMORE HALLJOB
- Front of House Usher7M
Front of House Usher
Wigmore Hall
- COSJOB
- Sales Assistant2Y 2M
Sales Assistant
COS
- FUNNYHOW?JOB
- Designer Trainee2M
Designer Trainee
FunnyHow?
In this internship, I had the chance to work on my Photoshop, Illustrator, After Effects, InDesign and Premiere skills, client presentations and social content. FunnyHow gave me the opportunity to experience the fast-paced environment of an Advertising Agency and gave me space to challenge myself and to be helpful in delivering projects to well-known accounts. Brands Worked: Desperados, Campari, Aperol, Fuzia, Tanqueray, Carolans, Vileda and Strongbow.
- INDITEXJOB
- Cashier and Sales Assistant9M
Cashier and Sales Assistant at Zara Home
Inditex
While working at Zara Home I developed several skills like customer attention, personal assistance, attention to detail, fast paced work, and team spirit.
- Job: LSO St. Luke's — Steward · 2017-01 – 2018-12 · 1y 11mo
- Job: FunnyHow? — Designer Trainee · 2015-05 – 2015-07 · 2 mo — In this internship, I had the chance to work on my Photoshop, Illustrator, After Effects, InDesign and Premiere skills, client presentations and social content. FunnyHow gave me the opportunity to experience the fast-paced environment of an Advertising Agency and gave me space to challenge myself and to be helpful in delivering projects to well-known accounts. Brands Worked: Desperados, Campari, Aperol, Fuzia, Tanqueray, Carolans, Vileda and Strongbow.
- Job: News UK — Digital Campaigns Executive · 2021-07 – 2021-12 · 5 mo — - Full campaign management from briefing to post-campaign analysis. - Creative strategy - Development of support material for different teams - Creation of workflows and processes to facilitate cross-team work - Analytical self-starter experienced in leveraging data and insights to develop positioning and marketing plans - Brief development and project management - Support on email marketing activities
- Job: COS — Sales Assistant · 2016-08 – 2018-10 · 2y 2mo
- Job: Guildhall School of Music & Drama — Library Student Assistant · 2017-09 – 2018-12 · 1y 3mo
- Job: Inditex — Cashier and Sales Assistant at Zara Home · 2014-07 – 2015-04 · 9 mo — While working at Zara Home I developed several skills like customer attention, personal assistance, attention to detail, fast paced work, and team spirit.
- Job: The Times — GTM Lead · 2026-05 – present · 3 mo
- Job: The Times — App Marketing Manager (The Times) · 2023-08 – 2025-05 · 1y 9mo
- Job: The Times — Digital Campaigns Manager - Editorial, NBV and Value · 2022-12 – 2023-09 · 9 mo
- Job: Wigmore Hall — Front of House Usher · 2018-05 – 2018-12 · 7 mo
- Job: The Times — Senior App Growth Manager (The Times) · 2025-04 – 2026-05 · 1y 1mo — - Led full-funnel user acquisition and engagement strategies, integrating paid ads, App Store optimisation (ASO), and CRM channels to drive scalable app growth. - Spearheaded the GTM strategy for The Times flagship app relaunch, aligning positioning, messaging, and creative across product, marketing, and editorial for a high-impact market entry. - Managed the implementation of new growth tech, enabling flexible subscription experiments and dynamic paywall strategies to optimise monetisation and conversion. - Acted as a cross-functional lead, translating complex technical requirements into actionable growth strategies between engineering, product, and marketing teams. - Championed a data…
- Job: UM London — Account Executive · 2018-12 – 2020-12 · 2y — At UM, I have worked across different accounts, B2B and B2C, in several markets, such as the UK, Ireland, Spain, France, Germany and the US, Always with a focus on excellent client service and with high client exposure, I've had the opportunity to develop my knowledge of strategic campaign planning, reporting, insights development, digital media, and social media, being praised on my can-do attitude and problem-solving skills, as well as on my storytelling and visual abilities. I have volunteered to work on MediaTrust projects with charities such as KeshetUK and StrongMen.
- Job: Simplesmente Vegan — Founder, Content Creator and Designer · 2018-09 – 2022-03 · 3y 6mo — Instagram channel to promote the Veganism lifestyle. The aim is to help people to move towards a vegan lifestyle by providing accurate and revised health information, recipes and tips, in an easy to read and direct format. Since September 2018, we gathered more than 15k followers, mostly organically.
- Job: The Times — Digital Campaigns Manager - Travel · 2021-12 – 2022-11 · 11 mo
- Job: UM London — Account Manager · 2021-01 – 2021-07 · 6 mo — As an Account Manager, I was part of the Mattel team, coordinated 12 European markets and developed central strategies for Uno, Scrabble, and Hot Wheels. In tandem, I've led the development of Mattel's analytics dashboard, which covered most of the digital activations for multiple Mattel brands, across the EMEA region, solving some historic tension points and improving the quality of the data and the user experience. Main actions: - Coordinate multiple tech partners - Being the bridge between the tech developers and the client - Assess data quality and accuracy - Assess and revise user experience and interface - Regular check-ins with the client and relevant parties to manage expectations -…
- School: Escola Superior de Comunicação Social — Bachelor's degree, Adverting and Marketing
- School: Escola Secundária Pinheiro e Rosa
- School: Guildhall School of Music & Drama — BMus, Vocal Studies
Skills
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