‘Yes you can’: Coca-Cola marketing VP urges UNG students to persevere

From left: Udis Calderon, LSA vice president; Alba Castillo; Beatriz Martinez, LSA president; and Libbia Jimenez, LSA adviser. (Photo courtesy Udis Calderon)

In honor of Hispanic Heritage Month, the Latino Student Association and Multicultural Student Affairs at UNG hosted a special guest speaker on Oct. 3. The two clubs invited Alba Castillo, vice president of Coca-Cola’s North American customer marketing, to speak about her professional experiences at the company.

Castillo opened the presentation by giving students some insight into her personal journey to success in America. She rose from humble beginnings in Colombia in a time when drug cartel violence was rampant.

Castillo moved from Colombia to Miami as a teenager, in 1988. Her move to the United States was fueled by a need to escape violence in her country and seek higher education.

“The beauty of this country is that it doesn’t matter who you know or what you have. What matters is your desire and resilience because the opportunities are there for the taking,” Castillo said.

Castillo congratulated UNG for gathering such a large group of Latinos for one event. As an immigrant herself, she relates to the background and struggles of an immigrant student.

“I always think that an immigrant is someone who is grateful for the country and opportunities they’ve been given there,” Castillo said.

Castillo received her Bachelor of Science from Florida International University and an MBA from Georgia State University. She had to conquer many financial and personal obstacles to finish her education; however, she told the students to stay focused no matter what.

“It took me five years to get my associate degree because I didn’t have the money to take more classes. I was only taking two classes a semester while working two jobs to pay for school,” Castillo said.

After graduating and working a few steady jobs, she entered the Coca-Cola Company via a low-level job. She will be celebrating 20 years at Coca-Cola in 2019.

“Today I am the VP of customer marketing in North America and I am responsible for 700 customers and I have a team of 25,” Castillo said.

She advised students to follow her “three Cs” plan for career success. The three Cs stand for courage, for believing in yourself even when difficulties rise; curiosity, for exposing yourself to new opportunities and people; and collaboration, for connecting and working with others well.

“You can accomplish things by yourself, but you can do great things with the right people,” Castillo said.

When encouraging the Latino student body, she repeated the phrase “si se puede,” or “yes you can.” Castillo used the saying in reference to the strength immigrant and Hispanic students have that will help them conquer any struggles.

“Education is access to opportunities. I urge all students to stay focused and motivated,” Castillo said.