Private mentorship · Brand strategy · Creative leadership
Work with Feliza Castro.
Offering a fresh perspective.
An original idea deserves more than encouragement. It deserves a plan.
Whether you’re building your first business or leading an established company, there comes a moment when experience needs a fresh pair of eyes. I work with emerging entrepreneurs ready to turn ambition into a business, and accomplished founders and executives ready to make their next move. Together, we sharpen the vision, challenge familiar assumptions, and build brands with a distinct voice and a presence that commands attention.
Feliza’s approach
From Concept to Realization.
No need to have it all figured out. We start with the questions that matter most, give your work clear direction, and guide you toward success.
Find the idea.
Identify the real opportunity, the people you serve, and what makes your perspective distinct.
Give it direction.
Shape your positioning, your message, and the priorities that deserve your attention.
Make your move.
Leave with a practical plan, clear next steps, and a way to measure your progress.
YOU CHOOSE THE PATH. I’LL LEAD THE WAY.
Where Ambition Meets Execution.
Private Mentorship
Start precisely where you are. Feliza will map out where you’re going.
Launching a business or stepping into a new arena means facing decisions and challenges you have likely never encountered before.
Private mentorship with Feliza bridges that gap by offering direct access to an experienced founder, an unfiltered space to ask questions, and clear, actionable next steps.
Whether you are building your first company, navigating a career evolution, or stepping into an executive leadership role, Feliza can help you figure it out.
Clarity & Confidence
For the moment when you have ideas, doubts, and no clear place to begin. A focused conversation to help you choose your next move.
Starting at$250 / session
- One 60-minute private virtual session
- Clarify one goal, decision, or recurring obstacle
- A written action summary with achievable next steps
Career & Leadership
For professionals stepping into leadership, considering a change, or learning to communicate their value with confidence.
Starting at$650 / package
- Two 60-minute private virtual sessions
- Map your strengths, transferable skills, and priorities
- Prepare for one important career or leadership conversation
Focus & Follow-Through
For people balancing ambition with a full life who want workable routines, clearer boundaries, and accountability.
Starting at$750 / month
- Two 60-minute private virtual sessions per month
- A practical plan for time, priorities, and personal goals
- One email check-in between sessions
Mentorship focuses on goals, decisions, routines, and professional development. It is not therapy or mental health treatment.
ARCHITECTING THE NEXT PARADIGM
Where elite vision meets commercial reality.
For select founders, senior executives, and enterprise brands requiring an uncompromising outside perspective. Consider me your guide to contemporary brand direction and fractional creative leadership.
From legacy brand modernizations to high-impact market launches, we bridge the gap between creative ambition and flawless execution. Every alliance is structured around sharp deliverables, clear timelines, and undeniable market impact.
Fractional Creative Leadership
Part-time senior creative direction for a growing business that needs consistent leadership without a full-time executive appointment.
Starting at$3,500 / month
- Up to 12 hours of advisory and creative leadership per month
- Brand and campaign priorities, team direction, and review
- A monthly leadership meeting and written progress summary
Go-to-Market Review & Roadmap
A defined strategy engagement for a business preparing to launch an offer, enter a market, or rethink its approach.
Starting at$5,000 / project
- Review of one offer, audience, and market, with up to three stakeholder interviews
- Competitor and positioning review; documented assumptions and launch risks
- A 90-day launch roadmap, channel priorities, and measurement plan
- A findings presentation and one revision round
The Brand Blueprint
A comprehensive strategic foundation for one brand, connecting its purpose, positioning, voice, and creative direction.
Starting at$10,000 / project
- Discovery workshop and review of your audience and competition
- Positioning, brand story, messaging framework, and voice guide
- Visual direction mood board and creative briefs for your design team
- A rollout roadmap, handoff presentation, and two revision rounds
Starting fees are in USD. Scope, timing, and payment terms are confirmed in a written proposal before booking. Design production, logo files, website development, paid media, and travel are separately scoped and priced. Business reviews assess strategy and planning; they are not financial audits, legal advice, or guarantees of revenue.
Experience Behind the Perspective
Three enterprises. Three locations each.
From fashion trade shows to industry foundations, I have spent the last decade proving that scaling a brand is an art form. Three separate times, I have taken a single business concept and expanded it into a three-location enterprise. Different industries, completely different rules. But the core remains identical: a meticulous eye for curation, a deep understanding of human trust, and the executive precision required to build empires from scratch.
01 / Retail instinct
Double Up
Manager & Buyer · Expansion Contributor
Always a tastemaker with an innate ability to capture the cultural zeitgeist, the fashion industry naturally drew Feliza in. At Double Up, she managed the original Birmingham flagship, spearheaded the buying strategy, and became an indispensable catalyst in expanding the brand into Ferndale and East Lansing.
Feliza was the visionary on the trade show floors, spotting tomorrow’s movements and curating the precise merchandise that defined the brand’s aesthetic.
That rare fusion of curation and sharp commercial instinct naturally propelled her into an elite wholesale position in Los Angeles, representing premier, high-demand streetwear labels. Commanding a massive territory spanning California, Arizona, Colorado, Las Vegas, and Dallas, Feliza took to the road to place emerging brands directly in front of the region’s top retailers.
A track record built on pure grit and unmatched vision, she engineered a career around knowing exactly what people would desire before they ever knew it themselves.
Birmingham · Ferndale · East Lansing
02 / Industry pioneer
The Healing Clinic
Founder & Owner
While the rest of the market waited to see how the landscape would shift, Feliza acted by founding The Healing Clinic as the very first compliant operational business under the Illinois Medical Cannabis Pilot Program.
Feliza synchronized her launch perfectly with the opening of state applications, constructing an enterprise that demystified a complex new law for the patients who needed it most.
What ignited as a single Chicago clinic rapidly scaled into a powerhouse three-location footprint, seamlessly integrating medical certification, deep compliance education, and patient advocacy.
Before a single dispensary ever opened its doors or a single crop was harvested, Feliza had already engineered the human infrastructure and consumer foundation that made the entire state industry viable. As a single mother, Feliza built the business against the odds, then carried its patient-first mission beyond the clinic—educating organizations including the AIDS Foundation and Epilepsy Foundation, alongside community groups throughout Illinois, on cannabis’s potential benefits.
Chicago · Highland Park · Flossmoor
03 / Creative leadership
Green Rose Dispensaries
Founding Member · Operating Owner · Chief Creative Officer
As a founding member, one of three operating owners, and Chief Creative Officer, Feliza built Green Rose Dispensaries from the ground up, while carrying heavy lifting of the business far beyond her title. Bringing a seasoned retailer’s eye to high-volume purchasing, she spearheaded the commercial strategies that successfully expanded the business into a thriving three-store footprint.
Feliza stood as the chief architect of the customer journey, ensuring that every touchpoint felt deeply considered, stylized, and intentional. She single-handedly masterminded and executed high level experiential events, while personally designing the custom marketing and promotional assets that brought them to life. By engineering innovative vendor promotions that accelerated product movement and kept inventory fluid, she kept retail sales fresh and customer curiosity high.
From the brand’s critical first impression to the sensory energy pulsing inside each location, Feliza seamlessly connected elite creative direction with daily, high-stakes operations, forging a definitive dispensary brand defined by style, substance, and an unmistakable point of view.
River North · Lincolnwood · Harwood Heights
Good branding makes a promise. Experience teaches you how to build the business behind it.
Bookings & inquiries
Tell me what you want to build.
Share a little about your business, your next decision, or the audience you hope to reach. Include your preferred service and timing so we can determine whether the engagement is a good fit.
Please inquire at least two weeks ahead of your preferred date. Availability and bookings are confirmed individually.
Send an inquiry.
Tell me where you are now and what you would like to do next.