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>> My name is Eugene Santos.

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I graduated from Marshall
School of Business in 2007.

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And I am a manager for a company called 3M,
specifically their subsidiary called Meguiar's.

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We do car washes and shampoos.

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You've probably heard of our
competitors: Turtle Wax, Armor-All.

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I am the manager for our social media,
eCommerce and Hispanic strategy.

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So as you know, Facebook, Twitter, LinkedIn,
Instagram are ways of communicating socially,

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so I am responsible for the
way that our company reaches

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out to our fans, because we are very fan-based.

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We're a car enthusiast brand, so guys

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that love cars love Meguiar's,
so we are a latched-out brand.

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So it is my responsibility to make sure
that we're talking to our fans in the way

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that we want to communicate with
them via those different avenues.

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Hispanic is something that's very
interesting, because people think it's as simple

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as translating information, and it's
not; it's more about trans-creating,

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which means making it more
relevant to that consumer segment.

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So there's 50 million Hispanics in the
U.S., a majority of them are U.S. born,

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so they toggle between Spanish and English,

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between the American culture
and the Latino/Hispanic culture.

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So my job is to find the way to
communicate to them that excites them,

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not only in their own language, whether
that be in English or in Spanish,

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but in the cultural-relevant way that
makes them excited about our products.

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Well, no day is -- there's no
such thing as a typical day.

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So my day may start with me looking at the
emails that had come in the night before,

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and then setting my tasks for my social media
posts that are going to happen for the day,

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and then go run into another meeting about
strategy about programs or contests or events

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that are going to happen
for the rest of the week.

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And then getting ready for, let's say, the
launch of our new products, or how we're going

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to do some advertising, whether it be TV, radio
or social in different parts of the country.

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So really there is no typical day,
which is what I love about my job.

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But I really, really love
about my job is that it's --

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I'm a car guy and we're selling to car guys.

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So it's easy when you have fun at your job,

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and it's easy when it's a
product that you yourself as well.