Zeeba Automotive

Lead the Fleet Operations and Remarketing divisions, overseeing all aspects of P&L, budgeting, strategic planning, operational processes, and technology integration. Report directly to the CEO.

Chief Operating Officer

Interim Chief Operating Officer

Zeeba is a fleet management company that helps you deliver what's next because to us, Every Mile Matters™

With a variety of solutions including electric vehicles, cargo vans, box trucks, and more, Zeeba is dedicated to providing automotive solutions for businesses of all sizes from local shops and small businesses, to large corporate enterprise clients.

Directed the strategic evaluation and management of Zeeba's vehicle procurement and remarketing cycles. Analyzed unit economics to assess vehicle operating profit, net profit performance, and future cash flow implications. Developed residual value forecasts to optimize vehicle cycles, trim configurations, and market pricing strategies. Collaborated with OEM stakeholders to negotiate vehicle incentives and new vehicle allocations. Led fleet strategy meetings with senior executives and the sales/business development teams to align supply and sales strategies with financial goals and operational execution. Established fleet performance KPIs and reporting systems to enhance profitability by increasing utilization, reducing unit costs, and boosting remarketing gains. Reported directly to the Chief Financial Officer.

Vice President, Fleet Strategy

GO car subscription

Go Subscription is an automotive subscription startup with a focus on being cheaper and easier than the traditional dealership car buying experience.

Recruited to join GO in its initial stages of development. Oversaw daily operations of Go Subscription’s fleet in six states covering eight markets. Responsible for fleet planning, forecasting, vendor relations, fleet analytics, and resolution of fleet-related customer inquiries and escalations. Aligned business strategy and operational execution through defined processes, vendor management, and KPI reporting. Partnered with Analytics, and Marketing teams to develop tactical marketing strategies based on supply and demand. Led Fleet Operations team’s strategic direction and daily activities. Supported Customer Experience team with fleet reporting data and customer escalation resolution. Reported directly to Chief Operating Officer.
•	Developed vehicle acquisition linear optimization model to help in decision support.
•	Secured network of vendors to support vehicle acquisition, delivery, maintenance, remarketing, and reconditioning.
•	Defined operations KPIs and processes around company goals and objectives, leading to 17% utilization improvement YoY.

Vice President, Fleet Operations 

Amazon

Amazon Logistics is a division of Amazon.com, Inc. 

Recruited to shape and direct the supply chain vision and operating strategy for fleet of 8,000+ custom delivery and step vans deployed to Amazon’s Delivery Service Partner (DSP) affiliates annually. Orchestrated matrixed teams of internal partners in Legal, Product Management, Change Management, and other departments in strategic planning and acceptance of stripped chassis vehicles from manufacturer Ford Motor Company, upfitting by production partner Utilimaster, and delivery to DSP affiliates. Built and managed strategic supply chain plans, network supply routes, product innovations, KPIs, and service performance.
•	Built an agile Fleet group that reduced delivery cycle from 43 to 28 days (-34%). Streamlined production planning, titling, and registration, and deployed hub-based network supply chain that accelerated entry into service.
•	Product managed custom delivery van from initial concept to go-live in 7 months. Liaised across 32 Amazon teams and vendors to ideate design, put into production, build SOPs and training, and integrate into corporate fleet.

Senior Program Manager - Global Fleet and Products

Hertz

Hertz Global Holdings Inc., is a car rental company with international locations in 150 countries worldwide, and which also owns and operates Thrifty Car Rental and Dollar Rent A Car.

Directed the strategic roadmap, operations, evolution, and support for enterprise CMS (Contribution Management System) revenue management system core pricing and demand application, as internal bridge and partner to Hertz’s Yield, Pricing, Analytics, and Business teams. Drove configuration of optimization engine, identification of future technology needs, system enhancements, escalation resolution, user training, and creation of system KPIs, performance analytics, and executive reporting. Oversaw Manager of Systems Support and solutions vendor. Report directly to Vice President, Revenue Management.

Director, Revenue Management - Systems & Development

Promoted to lead the revenue management strategy and vision for Hertz’s full brand portfolio across channels in the company’s largest region, producing over $1B in total revenues from 23 airports and additional off-airport locations in California, Washington, Oregon, Alaska, and Hawaii. Directed an organization of three Team Leads and four Analysts driving demand via optimization of pricing and supply, forecasting, strategic planning, and tactical yield execution and analysis of booking patterns, supply, peak demand, market constraints, yield exceptions, and competitive sets.
•	Redesigned interview process and hiring strategy for all new candidates being considered for the Hertz revenue management organization, resulting in more quality hires and less employee churn for the organization.
•	Developed three Managers, and multiple Team Leads into elevated roles, the most in the organization.

Director, Revenue Management - West Coast Operations

I initially led pricing and supply optimization strategies and demand generation activities across Hertz’s brand portfolio for two zones consisting of 16 airport locations in Southern California, Las Vegas, and Hawaii, and representing $650M+ in revenues; this was expanded to cover the $900M West Coast region in 2017. I led a team of six collaborating on design and implementation of solutions, influencing demand via forecasts, analysis, strategic planning, and tactical yield execution.

My team and I improved year-over-year financial performance within key markets through a disciplined focus on planning and execution, and generated strategic increases at key branches by leveraging the whole Hertz brand portfolio. I spearheaded some key reporting enhancements, implemented a structured team performance development process, and created a department training program that improved leadership supply. In addition, I provided weekly executive assessments on market and economic conditions and business reviews.

Manager, Revenue Management ♦ West Coast ♦ Southern California, Las Vegas & Hawaii

After joining the organization as a Senior Analyst in Revenue Management, I was elevated to a Team Lead, where I drove revenue growth through pricing and yield analysis, forecasting, and demand planning for a 4-state region with both airport and off-airport locations. This entailed collaborating with in-market leaders, stakeholders, and operators to deliver market assessments and align revenue management strategies.

In these roles, I reversed a market share loss in some strategic markets, revitalizing demand through the successful execution of pricing strategies in discount channels and by bringing increased accuracy to the advance supply planning process. Additionally, I maximized peak capacity utilization in one of our strategic seasonal markets through the implementation of automated pricing processes for the company's off-airport location, and through collaboration with the Analytics team to enable real-time adjustments to competitor rates.

Team Lead, Revenue Management ♦ Washington, Oregon & Alaska ♦ Senior Analyst

Enterprise Holdings

Enterprise Holdings and its affiliates – Enterprise Rent-A-Car, Alamo, National Car Rental, and other subsidiaries – offer extensive car rental, car sharing, truck rental, fleet management, retail car sales, and other transportation services.

In this capacity I directed the strategic planning, acquisition, logistics, and delivery of fleet vehicles in a two-state region, where I oversaw a cross-functional team of 3 Logistics Supervisors and Coordinators, in addition to 100 part-time drivers and other field staff. Analyzed vehicle trim configuration and fleet mix economics using guidebooks, like NADA and Black Book, and historical data to assist in decision support and fleet planning of vehicle buys. I managed budgets, established the vendor network, procured vehicles, negotiated with over-the-road and rail vehicle transportation providers, and resolved logistics issues.

I managed a major annual spend on the procurement of fleet vehicles and logistics transportation, negotiating favorable vehicle pricing through the development of a regional dealer network and auction programs. I optimized vehicle utilization, minimized holding costs, and maximized rental pricing and yield through collaboration on fleet strategy and inventory management with Vice President and Region Managers. In addition I communicated with the corporate revenue management team on pricing and yield strategy for airport and off-airport locations.  A couple of my key wins in this role consist of streamlining the new vehicle integration process in Vermont through the establishment of an in-state car dealer network;  and coaching and developing high performing team members into roles of increased responsibility.

Regional Vehicle Acquisition Manager – Upstate New York & Vermont ♦ Strategic Logistics Planning

I was appointed to manage fleet acquisitions for a newly created region, and I led team planning, procurement, and delivery of vehicles for all Enterprise locations around the region.

As Regional Vehicle Acquisition Manager, I established a new strategic vehicle acquisition organization, which entailed hiring a 35-person logistics team, building out all operational processes, and establishing a strategic dealer network to enable rapid, cost-effective inventory management. Led fleet analysis of fleet mix, cap cost, residual values, and unit economics. I led regional training on fleet inventory placement and yield performance management, working with 
area managers to influence inventory utilization and drive revenues.

Regional Vehicle Acquisition Manager – Hudson Valley, NY ♦ Procurement Strategy Execution

I was promoted by regional leadership to oversee the logistics and distribution of the rental fleet in Upstate New York and Vermont. I directed and coached a team of 50 part time drivers coordinating vehicle delivery to branches, managed a pool of transportation vendors, analyzed vehicle utilization, and influenced fleet logistics and inventory utilization.

In this capacity I developed a comprehensive region vehicle distribution plans in support of branch locations, and guided the regional transportation function through period of substantial growth, more than doubling size of team and successfully scaling the operation to ensure customer satisfaction during a period of highly increased inventory demand.

Regional Logistics Supervisor – Upstate New York & Vermont

I co-managed business-to-business sales and customer service in the largest rental office within region, generating revenues through strategic corporate account relationship management and the development of new accounts, and managed performance of branch KPIs.

I provided extensive one-on-one and group training for new branch employees in Enterprise’s Management Training Program, delivering education on sales, marketing, and day-to-day operations.

Assistant Branch Manager – Albany, NY

Hi, I’m Aaron Castilla — a fleet, revenue management, and analytics professional with 23+ years of experience in the car rental and fleet management industries, including leadership roles at Enterprise, Hertz, and Amazon.

Throughout my career, I’ve built a reputation for turning complex data into actionable strategies that drive efficiency, innovation, and growth. I’m passionate about helping organizations make smarter decisions by leveraging analytics, and I love mentoring teams to reach their full potential.

🎓 I hold an MS in Business Analytics from the Wake Forest University School of Business, and I’m certified in Tableau, SQL, Excel, and Airline Revenue Management. Whether it’s optimizing fleet operations, leading cross-functional teams, or digging into data to uncover opportunities, I’m always focused on delivering results and continuously learning.

Let’s connect if you’re passionate about data, leadership, or transforming operations through analytics!

Never let your fear of failure become greater than your drive to succeed.

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