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Indiana University Bloomington

Center for Brand Leadership

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An International Success: Heredia’s Global Career

Omar Heredia MBA'11

Omar Heredia

“They taught me early on that it’s not just about sending in a resume and waiting for an interview. You must work on your relationships with alumni at national and global companies and follow up with people you speak with.”

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Omar Heredia worked in Mexico City in a specialty many would envy—wines and spirits. He worked for Maxiumm, a company whose portfolio includes Jim Beam and Maker’s Mark. But Heredia wanted a career beyond Mexico and knew there were more opportunities in the U.S. and global markets.

“A marketer needs to think globally,” he says. “I needed to study outside of Mexico and Kelley’s rankings caught my eye.”

The Kelley School of Business’s specialized marketing academy and environment of collaborative learning impressed Heredia. He left Mexico City and moved to Bloomington, Ind.

From his first day in the Consumer Marketing Academy, he noticed one difference between Mexico’s job search mentality and Kelley’s: the importance of building relationships.

“They taught me early on that it’s not just about sending in a resume and waiting for an interview,” he says. “You must work on your relationships with alumni at national and global companies and follow up with people you speak with.”

From his first semester, Heredia had the chance to meet with representatives from the world’s biggest and best-known brands. Company treks to New York City and the San Francisco Bay area introduced him to brand managers all over the country.

On a trip to New York City, Heredia visited the company that would eventually hire him as an intern and then a full-time employee: Colgate-Palmolive.

Heredia felt prepared for his summer internship with Colgate because of marketing projects he’d completed with a team of fellow Kelley students in the Consumer Marketing Academy. He sought out professors for advice and feedback.

“The faculty here is so willing to help you,” he says. “They won’t solve your problems, but instead they’ll guide you to solutions, giving you useful tools to make your own decisions. They go beyond teaching you only in the classroom.”

At the end of the summer, Colgate-Palmolive offered him a job. He completed the second year of his MBA, kept in contact with Colgate, and is prepared to start his full-time job.

Heredia thought he’d return to Mexico City after school in the U.S. But opportunities in America’s largest city appealed to him.

“I don’t need to go back to Mexico now,” he says. “I need to go where the opportunities are. That’s the U.S., and for me specifically, New York City.”

No matter where he works, Heredia values what he has learned at Kelley. What he knows for sure, he says, is the importance of understanding your audience.

“I value the consumer. At the end of the day, you need to understand the consumer before you try to sell them something. This career is about people and what matters to them.”

Published April 11, 2011