LeslieCastillo
The whole funnel,led by one person.
Control and order?That is my middle name.
8+ years turning strategy, creative and paid media into one system that performs. I lead it end to end, from the first idea to the final number.
Give me a day, an R&B playlist and some motivation$,and I am all the way in.
I put that obsession with order to work for you. I will stick my nose into what is mine, and into what is not, and we will almost always turn up a few areas of improvement nobody else flagged.
One operator,the whole funnel.
Most marketers own a slice. I run the machine the way it is actually built: set up the systems first, make the product, then put it in market. And I obsess over one thing throughout, that every piece has a clear job to do.
Strategy and Operations
The foundation. Pipelines, tracking and attribution, forecasting and budgets, and the team coordination that makes the work repeatable.
AI Creative and Content
Then the product. Static and video ads, UGC, mockups and avatars, on an AI pipeline with the human direction and QA to run it at volume.
Paid Social and Performance
Then into market. Meta campaigns from structure to scale: creative testing, performance analysis, and the diagnosis of what holds results back.
Eight years,every seat.
I did not arrive at full funnel from a single lane.
I grew into it through social, content, design, account coordination and performance.
Social media, from the ground up
Started managing social media while at university, from small local businesses all the way to a city government's branding. That range early on is where the versatility came from.
Community, content, design
Worked across the seats as community manager, content creator, social media manager and graphic designer, studying how audiences behave and building a fresh, digestible style that never loses the message.
Creative and account coordination
Coordinated copywriting, design and account management for brands in beauty, footwear, health, legal and real estate. The person who kept creative, strategy and delivery moving together.
Performance creative, mastered in a niche
Scaled fast on a supplement brand for adults 40+, across liver support, hormonal balance, metabolism, energy and wellness. Learned Meta ads inside out and the best tools to build them, moving from Canva and rough mockups to Figma, then to AI for far more realistic content. Always testing the angles and hooks that win here, from curiosity to advertorial.
Full funnel marketing specialist
Own the acquisition machine from idea to number: paid social, performance creative, tracking, forecasting and team operations. I carry those angles, curiosity, advertorial and more, into other verticals to build Meta ads that perform, with AI built into every stage under human direction.
My real specialty: what marketing achieves through visual identity, from the hook to the final creative.
ResultsI have moved.
Eight markets, one system.
The same way of working, applied to very different audiences and offers.
Health & supplements
Functional drinks
Footwear & ecommerce
Performance lead gen
Agencies
Legal & real estate
Education & media
Public sector
The craft behindthe campaigns.
Static ads, UGC and short form video across functional drinks, supplements and performance offers. I diversify the content the way a real test calls for it: problem and solution, testimonials, comparison charts, curiosity and advertorial.
and supplements
Kilo Grupe, Sensa, Cardio.Health, Klinio and a German supplement brand for adults 40+. I know the angles, the hooks and what makes someone in this market stop and buy.
This is just a taste. The full portfoliois one click away.
View full portfolio → 104 pieces across 6 brands · videos, UGC and statics, filterableA stalled project, owned end to end.
I joined a pay per call affiliate operation on Meta in a brutally competitive niche. The pipeline was half defined, volume was near zero, and process lived in meetings that went nowhere. The team read it as a lost cause, and believed letting AI run on its own was the edge.
I did not stay in one lane. I took the whole project from idea to number and grew from advertising project management into marketing coordinator and project lead for the team.
The edge was never AI left alone. It was defining the processes precisely and keeping a human filter, people who direct the AI through data, decisions and clear direction.
Refined the naming conventions, built custom skills, set up the project in Upwork, and used Claude Code to build my own central project: one place that knows the whole operation and keeps track of everything, so the team stopped working from scattered data.
With ownership of forecasting and budgets, a tooling migration and process redesign cut monthly operating cost by about 28% while output went up.
What I run,end to end.
The stack I actually work in, grouped by where it sits in the funnel, from making the creative to measuring the result.
Creative and Design
AI and Production
Ads and Tracking
Management and Ops
What I bringto the table.
Three specialties at the core, the full funnel around them.
Creative Direction
SpecialtyI start from the hook and the offer, and keep a catalog of hooks and grabbers so what we scale next is based on data, not a guess. A strong eye for visual identity is how I execute it.
AI Pipelines and SOPs
SpecialtyDesigning the AI production system itself: custom skills, prompt standards and QA gates, with a human directing it. I use Claude and Claude Code to consolidate it into one source of truth.
Project Management
SpecialtyOwning a project from idea to number: scope, timelines, budget and the team that delivers it. On my flagship I grew into project lead and pulled a half built pipeline into one system.
Strategy and Forecasting
Budgets, OPEX and break even models, vertical benchmarks, and full funnel proposals from acquisition to owned list to monetization.
Diagnosis and Optimization
Finding the real bottleneck instead of blaming the creative. I separate landing, placement and attribution problems with data, and have audited a brand across five Latin American markets.
Paid Media and Tracking
Structured creative testing on Meta, a performance read across CTR, CPC and conversion, plus ad level attribution and compliant domain setups.
In theirown words.
Leslie was superb! Both helpful and independent delivering what we needed for one of our clients who wanted a few social media posts too. Did a great job on the graphics, impressive work!
Leslie is a great content manager, very knowledgeable, and a valuable team player. All expectations were met daily and her deliverables were always above expectations.
Leslie is a great person to work with. She has a great eye for design and it is open for improvements.
Highly professional! Excellent communication throughout! Will definitely hire again for future projects.
Excellent translator/proofreader. Fast turnarounds, and great communication. It was a pleasure to have Leslie in our team!
Great to work with, good quality deliverables, always on time. Will work with Leslie again for sure.
Top Rated Plus on Upwork, with 14 client reviews. Read them all → · Brands delivered for: Kilo Grupe, Sensa, Klinio, Alpenglo Digital, Bronoir, Get Better, Ortipcon.
Build something that performs.
Open to direct clients and projects on Upwork. If you are weighing creative, media and operations as separate hires, I am the one who connects them.
lccastillop@gmail.com