Tob Castañeda

Growth Marketing Head

Smart Communications

Tob leads the marketing of owned digital products at Smart Communications, the largest telco in the Philippines. Before returning to Smart in 2021, he laid the groundwork for the digital transformation of local and multinational advertising agencies, handling clients such as Selecta-Unilever, Nestlé, and Toyota. He is committed to crafting customer-centric marketing solutions using data and creativity.
Aside from his advertising management degree from DLSU Manila, he took digital marketing and UX design courses at the Yale School of Management and the Georgia Institute of Technology. In his free time, he enjoys backpacking and outdoor sports. When he’s not out on an adventure, he’s busy catching ’em all as a dedicated Pokémon Trainer.