Interview with Jorge Casimiro, Executive Assistant to the President - Latin America Group, The Coca-Cola Company

BrownHEN interviewed Jorge Casimiro, Brown '98, Executive Assistant to the President - Latin America Group, The Coca-Cola Company, Mexico City, Mexico.

1. Jorge, you have a senior position at Coca-Cola. Do you feel you have much opportunity to be entrepreneurial?

Absolutely! There are always opportunities to be entrepreneurial.  Being entrepreneurial is a mindset, a way of being and a way of acting, regardless of the size of the enterprise or the position you occupy. The moment you allow yourself to think a certain situation won’t allow you to be entrepreneurial is the moment you start limiting yourself.

2. Your responsibilities include the entire Latin American region. What are the pitfalls a citizen of the United States faces in working internationally?

My parents were born in Cuba, so I had a pretty international upbringing that has helped me tremendously; and my time at Brown only added to that. In general terms, I wouldn’t say that there are any pitfalls for U.S. citizens working in Latin America. The pitfalls exist when one–regardless of nationality–is unwilling to understand different cultures and different mindsets, thus limiting oneself from working within those contexts to meet goals and objectives. 

3. How do you learn the cultural nuances in the various countries Coca-Cola works?

Obviously language is a big plus. However, the most important thing to do is to listen and engage—whether it’s the taxi driver taking you from the airport to the hotel or the country operations manager walking you through the latest business plan. Keep an open mind, be respectful and ask questions. Allow that natural curiosity we all have to come out, without worrying about what people will think.  This understanding, aside from enriching you personally, will provide you with keen business insights into that market.

4. The U.S. market seems to be moving away from carbonated drinks. Is the same true in Latin America? How do you forecast trends in people's taste?

Sparkling beverages continue to grow and represent a tremendous opportunity for The Coca-Cola Company worldwide. On top of that, the entire nonalcoholic ready-to-drink market is also growing. In fact, The Coca-Cola Company’s worldwide volume grew 6% in each of the first three quarters of 2007, and Latin America volume grew 7%, 9% and 9%, respectively, in those same three quarters.

Forecasting consumer preferences, tastes and trends is at the heart of our commitment to offer consumers the beverages they want, when they want it and how they want it, all in a responsible way. Obviously, a lot of research is involved, but we don’t limit ourselves to just research. We also take time to listen and establish a relationship with consumers; it’s this relationship that has helped us become the world’s largest beverage company that today is #1 in sparkling beverages (with four of the world's top five nonalcoholic sparkling brands, including Diet Coke/Coke Light, Fanta and Sprite), #1 in juice and juice drinks, #1 in coffees, #1 in teas, #2 in sports drinks, and #3 in bottled water.

5. You were a highly respected leader on the Brown campus. Do you feel that experience is valuable to you now?

Highly respected? Wow, thanks! I think the lessons I learned as a campus leader had to do with listening to many different opinions and taking action. And by listening, I don’t mean waiting for people to come talk to me; I mean identifying who you need to talk to and really engaging them. The other part, action, is also critical. You can’t be afraid to make decisions (just make sure they’re smart ones), and you really can’t be afraid to check yourself on past decisions and adjust as necessary. 

6. You seem to be relatively young for the responsibilities you hold. Do you feel your youth is a problem in dealing with other managers?

I’ve been lucky in that The Coca-Cola Company has a firm commitment to developing its employees to their full potential and to removing barriers that get in the way. My current assignment is my fourth since I joined the company in 2001 and my second as part of the Latin America Group. At every step, I’ve had tremendous support, have worked my brains out and have learned a great deal— earning some grey hairs along the way.

7. Is most of the company business conducted in English? Do you recommend that Brown students learn a language in college?

In Latin America, most business is conducted in Spanish, Portuguese (Brazil) and English in that order. However, everyone has a working level of English in order to interact with our headquarters in Atlanta and with colleagues around the world.

I would definitely recommend learning a second (or even third) language in college, but I would also add that it’s not about learning the language per se.  Learning another language opens your mind to another way of thinking, another culture and other experiences. Even though you may not master the language itself, the process will enrich you both personally and professionally. 

8.  What are your tips for coping with air travel?

Try not to work on the flight unless you really have to—read a book or watch a movie. Make sure to get a good night’s sleep the night before and during the trip. Drink vitaminwater and, if vitaminwater is not available, make sure to take your vitamins and keep hydrated with plenty of water. Honestly, exercise is very helpful (the few times I’ve actually exercised on travel). 

Also, make sure not to spend all your time in an office or hotel room. Even if it’s just 30 minutes, go out and explore a bit.

9. What are the top five qualities you would ascribe to an entrepreneur?
• Creativity and an open mind
• Discipline and focus
• Fun
• Responsible
• Not afraid to get your hands dirty

I find many people have some of these qualities.  However, when you find someone that has all of them at once, hire him or her!

10. Would you speak about fear as a motivation or hindrance toward accomplishment? How has that played a factor in your path, if any?

Hindrance. No question. However, I’d be lying if I said it’s never played a factor in my life because we’re all human. I think the key is recognizing fear when it rears its ugly head and then making sure not to make decisions or act based solely on fear.

11. As you know, the entrepreneur’s path is filled with trials and errors, and also failures. What’s a valuable insight for entrepreneurs to keep in mind when they’re experiencing setbacks?

There’s always more than one way.  We all tend to get stuck in certain patterns of thought and action; but when you’re experiencing a setback, I think it’s important to step back, look at the situation from different angles and consider different alternatives and solutions.

12. What is the latest insight (about life, work, play) that you picked up and would like to share with BrownHEN?

I’ve been married for almost two years now and it’s amazing how much my life has changed (for the better). I guess the insight is that, just like marketplace dynamics are always changing and shifting, your life and your priorities are always evolving. In the same way that business should be nimble and responsive to these market forces, so should you. 

Your priorities when you begin your career as a 20-something are different from when you start a family or from when your metabolism starts slowing down or from when you begin thinking about retirement I think most of us tend to get stuck trying to make these transitions from one phase of life to another.

From a business perspective, the need to identify these personal and professional changes is critical because if your priorities aren’t matching your actions (or vice versa), you’re not contributing your full potential.

13. Who are the three individuals who have influenced your development significantly?

My family, definitely. As immigrants who arrived to the US with literally nothing, they instilled in me a strong work ethic, a responsibility to family and community and a sense of self. And they haven’t just influenced (past tense) my development, they continue to do so everyday. 

My wife, Elizabeth, is another. I’ve found that having a partner who offers unconditional support (and puts up with all the other “stuff”) makes all the difference in the world both inside and outside the workplace.

Collectively, I’d also say the Coca-Cola system. Whether it’s the support and advice of my friends and colleagues, the unique perspective of stewarding the world’s favorite brands in more than 200 countries, or the incredible satisfaction of working for an enterprise that is truly committed to the communities it serves, Coca-Cola has definitely influenced who I am as a professional and as a person.

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