Luis E.

Castellanos Aldana
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P.O. Box 530106, San Diego, California 92153
(915) 227-3175 / lc84ed08@westpost.net
Chief Commercial Officer / VP Sales & Marketing / Director E-commerce
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P&L Responsibility / Sales & Marketing Leadership / Strategic Planning / Start-u
ps / Travel & Air Transportation Services / Consumer Services / E-commerce
Executive and Recognized Travel Industry Leader: I have been fortunate to work m
ost of my career in executive and C-level positions, which have allowed me to in
teract with many organizations in the industry. I have been member of the boards
of JEC/IATA Mexico, the Worlwide Independent Travel Network (WIN), in the UK, G
enesisTDS, in Toronto, and the Mexican Association of Travel Agents (AMAV), of w
hich I have been VP several times.
Entrepreneurial Experience - Start-ups: I have participated more than once in su
ccessful start-ups where I have build small and medium-size companies. I have a
track record of increasing sales, reducing costs and streamlining operations in
a wide range of situations.
Proven record Across All Major Corporate Functions: I am skilled in all areas o
f executive management, including developing operations, building premier distri
bution networks, creating innovative advertising, and expanding into new industr
ies and markets. I posses richly varied P&L experience and I have consistently e
xceeded company objectives.
International Experience: Having lived and worked in Mexico most of my life, I h
ave a significant experience in Mexican, US Hispanic and Latin American markets.
Languages: English, Spanish (native) and French (conversational).
Selected Achievements & Skills
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Changed the airline ticket distribution paradigm in Mexico. Hired as VP Sales &
Marketing, I designed and executed the Marketing Plan -based on E-commerce, inno
vative promotions and traditional distribution channels- which allowed Avolar to
reach one million passengers/year and $125 million/year in sales in its second
year of operations, with no advertising.
Revamped five independent travel agencies into a national consortium. As Co-foun
der and CEO of this start-up Franchise System, I designed and executed the Busin
ess Plan that allowed Exytur to be considered travel agency #1 (out of Mexico Ci
ty) by TAESA, Mexicana and Aeromexico with almost 50 Regional Partners and 250 o
utlets.
Lowered the costs of communication and information systems to less than half. As
CEO of Exytur, I developed UlterNet, a subsidiary in charge of its IT departmen
t, that deployed a WAN connected to the Internet, Sabre and Worldspan, with VoIP
capabilities, 150 points of presence and more that 100 external clients.
Skills: Special visual and design taste / Effective at organizing labor / Astute
researcher / In-depth IT knowledge / Perfectionist / Enterprising / dynamic / R
isk taker / Innovator/imaginative / Visionary / Tactician/strategic thinker / Dr
ive out-of-box thinking / Consistently find new alternatives / Highly competitiv
e / Conceptual thinker / Hands on / Versatile / Troubleshooter / Sense of humor
/ Resourceful.
Career Overview / Entrepreneurial Experience
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Plexodus Promotora de Comunicacin Global / Mexico CCO/CIO 2009-present
Avolar Aerolneas VP Sales & Marketing of First Mexican Low Cost Airline 2005-2
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Exytur Travel Services CEO/CIO of this Mexican Travel Agency Franchise System
1995-2004
UlterNet Founder and CEO of this Exyturs Subsidiary/Regional ISP 1997-2004
Excursiones y Turismo Marketing Manager & Director / Mexico 1988-1995
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MIS University of Phoenix (expected 2011), BArch Universidad de Guadalajara,
Marketing Diploma ITESM, Top Management Diploma ITESM, CTC IATA.