Eugene is a Marketing Specialist/Manager with Meguiar, the automotive care division of 3M. Eugene specifically oversees the company’s social media, eCommerce, and Hispanic outreach strategy. Eugene’s successful outreach to the Hispanic community has led Meguiar’s parent company, 3M, to replicate his outreach in their other subdivisions.
Transcript
>> My name is Eugene Santos. I graduated from Marshall School of Business in 2007. And I am a manager for a company called 3M, specifically their subsidiary called Meguiar's. We do car washes and shampoos. You've probably heard of our competitors: Turtle Wax, Armor-All. I am the manager for our social media, eCommerce and Hispanic strategy. So as you know, Facebook, Twitter, LinkedIn, Instagram are ways of communicating socially, so I am responsible for the way that our company reaches out to our fans, because we are very fan-based. We're a car enthusiast brand, so guys that love cars love Meguiar's, so we are a latched-out brand. So it is my responsibility to make sure that we're talking to our fans in the way that we want to communicate with them via those different avenues. Hispanic is something that's very interesting, because people think it's as simple as translating information, and it's not; it's more about trans-creating, which means making it more relevant to that consumer segment. So there's 50 million Hispanics in the U.S., a majority of them are U.S. born, so they toggle between Spanish and English, between the American culture and the Latino/Hispanic culture. So my job is to find the way to communicate to them that excites them, not only in their own language, whether that be in English or in Spanish, but in the cultural-relevant way that makes them excited about our products. Well, no day is -- there's no such thing as a typical day. So my day may start with me looking at the emails that had come in the night before, and then setting my tasks for my social media posts that are going to happen for the day, and then go run into another meeting about strategy about programs or contests or events that are going to happen for the rest of the week. And then getting ready for, let's say, the launch of our new products, or how we're going to do some advertising, whether it be TV, radio or social in different parts of the country. So really there is no typical day, which is what I love about my job. But I really, really love about my job is that it's -- I'm a car guy and we're selling to car guys. So it's easy when you have fun at your job, and it's easy when it's a product that you yourself as well.
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