Castro Marketing Chief Discusses Brand Renewal and Future of Marketing
Translated & summarized from Ice by baba
Shiran Winter Siboni, Castro's Chief Marketing Officer, detailed her career path and approach to revitalizing the iconic Israeli fashion brand. She emphasized the importance of intuition, cultural understanding, and strategic use of technology in modern marketing. Siboni also praised fellow entrepreneur Noy Has for her innovative work with the Noy HaSadeh brand. Outside of work, Siboni enjoys family time and simple pleasures.
The story in 6 lines · by baba
- Shiran Winter Siboni is the Chief Marketing Officer of the Israeli fashion brand Castro.
- She has extensive experience launching and managing international brands in Israel.
- Siboni is leading a renewal process for Castro, focusing on brand identity and customer connection.
- She believes future marketers need intuition, cultural awareness, and tech proficiency.
- Siboni admires entrepreneur Noy Has for her successful branding of Noy HaSadeh.
- She finds personal fulfillment in family, nature, and home-cooked meals.
Shiran Winter Siboni, the Chief Marketing Officer of Castro, shared insights into her career and the evolving landscape of marketing in Israel. In an interview with ICE, Siboni discussed the challenges of leading a long-established fashion brand, the integration of AI in marketing, and her personal interests.
Siboni, 42, who lives in Tel Aviv and is married with two children, began her career two decades ago in large-scale productions. She then moved into client management at leading Israeli PR firms. For six years, she served as the Marketing and Communications Manager at City Time Group, overseeing international brands like Pandora, Furla, and Parfois, including their launches in Israel. She also led the establishment and marketing setup for JD Sports in Israel for about four years.
For the past two years at Castro, Siboni has been responsible for the marketing strategy, playing a key role in the renewal of the iconic Israeli fashion brand. She views this role as a personal and professional mission to shape the brand's next chapter, focusing on refining its identity and brand language across all touchpoints, from ambassadors and campaigns to the customer experience in-store and online. She emphasized the importance of building a brand that resonates emotionally with people.
When discussing the next generation of marketers, Siboni stressed the need for curiosity, intuition, and personal taste, alongside a deep understanding of people and cultural shifts. She advocates for marketers to engage with culture and develop independent perspectives, while also mastering data, technology, and AI tools. Crucially, she believes in empowering them to make decisions, take calculated risks, and possess strong opinions.
Siboni also praised Noy Has, the entrepreneur behind the brand Noy HaSadeh, for transforming the fruit and vegetable category into a desirable brand with a clear identity and sophisticated visual language. She admires Has's blend of personal vision, values, and modern marketing strategy, including influencer collaborations and strong digital presence.
Outside of her professional life, Siboni expressed an interest in therapeutic fields, possibly establishing a therapeutic horseback riding farm, and highlighted her lifelong fascination with people and animals. She finds fulfillment in simple pleasures like family time, good conversations, nature, and home-cooked meals.