Amy Eslami is driven. The multicultural marketing manager for BACARDI USA, received some valuable advice long ago, “Know what you want and go after it. Be confident, believe in yourself and never give up,” and it’s what keeps her motivated and on strategy.
And, she has a long-term vision for her career goals, which she uses as a road map to reach her final destination — success.
“I am the liaison between BACARDI USA’s marketing brand teams and the local sales teams in my division. I work collectively with the sales teams to build on the national marketing platforms and bring them to life in the local markets. [It’s important for me to establish] customer loyalty and market share by implementing innovative marketing programs that connect, engage and speak to the multicultural consumer,” she explains.
How does she do it and stay ahead of the competition?
“Social platforms such as Facebook and Twitter enable us to reach very specific subsets of people based on their personal preferences and interests. Many of our brands have Facebook profiles, which have allowed us to target our multicultural consumers and create strategies based on addressing individual interests.
“Know your audience. Marketing efforts should be subjective — we understand you, not objective — we observe you. This is the key to marketing success,” she continued.
Eslami is often on the road traveling between key marketing regions in her division — Georgia, Michigan and Tennessee. Quite often, she heads south to the corporate office in Miami, and north to their divisional office in Boston.
But the trip that had her beaming is the one she took in August to France, where she visited the Grey Goose vodka distillery. She describes it as “an amazing experience.” –yvette caslin
