>> 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.