Eduardo Casas: Vice President of Mexican Brands, Heineken USA
By Anique Gonzalez
''My destiny was the beer business. My father worked for a beer company for 20 years in Colombia, which really has nothing to do with the fact that I ended up in the beer business, but that's why I say somehow my destiny was genetically driven,'' Eduardo Casas quipped.
Act Now! Activate a FREE three days trial to MarketingCrossing.com, because you know how important it is to know about all the jobs.
From a professional perspective, the link between Casas, vice president of Mexican brands for Heineken USA, and the beer industry began while attending Northern Illinois University. As vice president of the inter-fraternity compound, he created an event for which he was able to obtain a beer sponsor. The brewery was so pleased with the outcome of the event that they hired Casas as their college representative. After two successful years, he changed his major to marketing and ultimately took a job with the brewery when he graduated.
Before joining Heineken USA, Casas held various positions that dotted the preeminent corporate landscape. “The uniqueness of my career is that I think it is well balanced…I’ve always managed my career in a way that when I take on a new job, I’m always thinking about how that job is going to prepare me for the following job,” Casas explained.
This unparalleled foresight has allowed Casas to become a well-rounded and effective marketer, as he has gained valuable insight into numerous facets of the field with each new job. Gradually building upon what was learned in a previous position, Casas developed a great understanding of the operational side of the business at Strohl’s, brand and consumer marketing while with Coca Cola, niche and influencer marketing while at Nike, and how best to develop business and marketing strategies aimed at the Hispanic market while with Miller Brewing Company. “Each company, the way they function and how they focus their efforts, has been different, and as a result, I think that has allowed me to have a well-balanced experience.”
However, it was not this alone that helped shape his views of the field. In addition to the great companies for which he has worked, Casas also counts former colleagues as those who have influenced him and aided his growth as a marketer. Bonnie Garcia, Coca Cola and Charlie Frenette, Miller, for example, are among those who Casas now considers influential mentors.
While Frenette is credited with teaching Casas how to effectively collaborate with upper management while developing business strategies, Garcia gave him the opportunity to make decisions without fear of negative consequences. Casas explained, “If you’re going to grow in this business, you have to think outside of the box, and thinking outside the box sometimes means managing risk. She [Garcia] was good about encouraging that kind of thinking and supporting it.”
Frenette and Garcia both allowed Casas to progress, while gently nudging him in the appropriate direction. Fortunate enough to have received such support in his career, Casas expressed concern for the inexperienced marketers of the future. “In corporate America, there are few mentors left because there’s so much movement within the senior ranks, and as a result, there’s really not a lot of relationships or deep relationships that you can say are mentor-type relationships.”
Q. What do you like to do in your free time? Any odd hobbies/interests? A. As a father with young kids, I like to spend as much time as I can with them. Secondly, I have a passion for certain sports, soccer and golf, either as a spectator or participating in those sports. Then reading-reading periodicals like Harvard Business Review, marketing books, books about new techniques, information about what’s going on in the marketplace, consumer trends. And then a little politics on the side.
Q. What was the last CD you listened to? A. I’m listening to a book by Deepak Chopra; he’s a motivational speaker on self-development, self improvement. And I love African music.
Q. Throughout your lifetime, what movie have you watched the most? A. Patton. I just admire the fact that he was a man with a great deal of passion, and he had great instincts about how he led his people. He had the kind of charisma that generated passion for what he was about and what he wanted to accomplish.
Q. What is your favorite flavor of ice cream? A. Raspberry.
Q. If you had an extra hour in the day, what would you spend it doing? A. Playing with my kids.
In the end, though, what ultimately determines success has nothing to do with what companies a marketer happens to work for or who he or she may or may not have been influenced by. The biggest determinant of success is whether the marketer in question is pursuing a career in an industry that he or she is passionate about.
According to Casas, marketing is about understanding the consumer and making decisions based on that understanding. So if you are a member of the consumer base that you are attempting to target, understanding them becomes much easier. This allows you, the marketer, to transfer those insights into effective business strategies. Conversely, if you are not familiar with your consumer, then it is highly unlikely that you will understand the role of your brand, the brand’s positioning, or what information should be leveraged in order to be successful with that brand’s target market.
So while it may be that Casas ended up in the beer business because of some type of genetic predisposition, it is his talent and passion for the industry that have kept him there.
MarketingCrossing Fact #206: You have a better chance of landing the job you want if you use MarketingCrossing because there are fewer qualified candidates with whom you are competing.
Anna , Brentwood, TN
MarketingCrossing is a fantastic website, and provides a lot of opportunities.
Malika , Houston, TX
The newswires on MarketingCrossing is the best thing about the site. I like to read them regularly.
Laurie , Dallas, TX
MarketingCrossing provides an excellent service. I have recommended the website to many people.
Sarah , Irving, TX
I am really pleased with the number of jobs and the quality of jobs on MarketingCrossing.
Kevin , Charleston, WV
MarketingCrossing is very easy to navigate. It is one of the simplest and at the same time most comprehensive site I have visited.
To compare MarketingCrossing with other job sites
Show Everyone What You Are Capable Of: Take Action and Investigate Jobs on 50,000+ Websites Instantly
Get immediate results in your job search: Discover marketing jobs from over 50,000 websites on MarketingCrossing. It is not logical for you to be confined to marketing jobs on one website when you can have the exciting experience of searching over 50,000 websites at once.
You are focused on living in the present and not the future: Do not wait for the ideal marketing jobs to come to you; instead, find them right now. Observe, be practical, take action and get results today.
Director of Web Marketing United States-ME-Waterville
Thomas College is seeking a Director of Web Marketing to improve the overall impact and effectiveness of the College's web marketing strategy with ...
Even with the economic recession, one should never stop trying to find a decent employment and stay on it. However challenging it can be, there will always be ways to get a job in whatever industry or set of skills one has. This holds true for any kind of job, and this certainly holds true when one is trying to search marketing job in these trying ...
EmploymentCrossing and its services are very impressive. I am grateful to the customer service representatives as they were very helpful. I would definitely recommend the website to my friends.
Aaron , Denver, CO
MarketingCrossing has a search engine that is really fast. It saves a lot of time.
Joe , Laguna Beach, CA
EmploymentCrossing is a very useful site. I will definitely use the site again should I need to find another job. The features of the site, such as the searches and email alerts, work very well. Fortunately, I found a job! Thank you EmploymentCrossing!
See Every Marketing Job We Can Find on the Internet!
Unlike other sites, MarketingCrossing works for you and does not charge employers to post jobs and actually goes out and researches jobs for you. The jobs you see are the jobs we find for you and not the ones employers are paying us to post.
Show Everyone What You Are Capable Of: Take Action and Investigate Jobs on 50,000+ Websites Instantly
Get immediate results in your job search: Discover marketing jobs from over 50,000 websites on MarketingCrossing. It is not logical for you to be confined to marketing jobs on one website when you can have the exciting experience of searching over 50,000 websites at once.
See all the jobs in your profession on the Internet in one place. Your powers of observation and people skills will all pay off when you can view:
Marketing jobs from every company employer career webpage we can find.
Marketing jobs from every professional marketing firm career page we can find.
Marketing jobs from every job board we can find.
Marketing jobs from every newspaper classified ad we can find.
Marketing jobs from every specialized marketing publication we can find.
Marketing jobs from every federal, state and local government career page we can find.
Marketing jobs from every public interest, nonprofit and other career page we can find.
Tell us where to send your access instructions:
Today at MarketingCrossing
2,225 - Jobs found in last 24 Hours13,644 - Jobs found in last 7 Days42,003 - Total Jobs Found
Your privacy is guaranteed. We will never give out, lease, or sell your personal information.
MarketingCrossing - #1 Job Aggregation and Private Job-Opening Research Service — The Most Quality Jobs Anywhere
MarketingCrossing is the first job consolidation service in the employment industry to seek to include every job that exists and not charge employers to post jobs on its site.
MarketingCrossing uses sophisticated technology and manual work to comb employer websites and other job boards for jobs and bring them all to its site.
