Hispanic Business at PepsiCo with Esperanza Teasdale
Play • 54 min

On this 243rd episode of "Marketing Today," host Alan Hart speaks with Esperanza Teasdale, vice president and general manager of the Hispanic Business Unit for Pepsico Beverages North America. Teasdale is responsible for the overall strategy, engagement, and sales for a Hispanic business unit that brings in over $2 billion per year.

We start our conversation with Teasdale's experience from growing up with two parents that had both immigrated to the US from Ecuador in search of a better life. Since they both had demanding blue-collar jobs, Teasdale "grew up as a latch key kid," taking herself to and from school as a child, essentially responsible for herself. Teasdale then discusses her engineering education, spending time in manufacturing environments after graduation until attaining her MBA and ultimately moving onto sales. Once Teasdale realized that the sales sector wasn't for her, she moved to marketing.

We then dive into the Hispanic business unit and the "untapped potential" that led to its creation. Now and into the future, Teasdale and her team are focused on multicultural marketing, as "everything we do should be multicultural because that is the fabric of our country." Teasdale takes us through the helping hands she received throughout her career as a result of her willingness to be vulnerable. "You don't have to wait for someone to ask you to take a seat; you can take it yourself." Lastly, we discuss the opportunity that marketers have today to think differently about their previously rejected ideas because "the world today is different than it was before!"


Highlights from this week's "Marketing Today":

  • As the daughter of immigrants, Esperanza greatly appreciates the sacrifices that her parents made to have a better life. 1:37
  • Esperanza's parents came from the hot ecosystem of Ecuador to the cold winter in the US. 2:30
  • Equality is something that everyone is trying to achieve in today's world, especially with all that has gone on this year. 3:22
  • There were times when Esperanza's parents were injured or sick, and no money came in the door. 3:54
  • After studying engineering in her undergrad in college, Esperanza spent quite a bit of time in a manufacturing environment. 6:58
  • Esperanza's company paid for her MBA, after which she had her choice of path, ultimately choosing marketing. 7:48
  • The Hispanic Business Unit at PepsiCo was created to tap into the previously untapped Hispanic sector. 10:36
  • Multicultural marketing has gone through a revolution that parallels the makeup of our country. 12:29
  • There is no one-size-fits-all in the melting pot that is the US, even within each culture. 13:13
  • P&G has shown to be a champion of diversity and inclusion by driving cultural relevance through its advertising. 16:03
  • Heading into the future, we need to be more culturally relevant, and the Hispanic Unit is an example of what the marketing industry should look like. 19:10
  • The chaos and uncertainty of 2020 caused PepsiCo to pause during the initial breakout of COVID. 22:10
  • Esperanza and her team made sure to study the effects of COVID on the habits of Hispanic consumers. 22:50
  • The Hispanic population has shown resilience in its journey to get to the US and this helped maintain optimism in the face of chaos. 24:37
  • To promote passionate multicultural youth's ability to vote, PepsiCo launched its Unmute Your Voice Campaign. 26:12
  • Esperanza's team is focused on leaning into the communities that need the most help as it enters 2021. 28:06
  • 2020 has shown Americans to be empathetic, looking for ways to help however they can. 29:30
  • PepsiCo finds itself in so many households in the US that the decision to make a bold message brings a lot of risk. 32:41
  • Esperanza takes responsibility in her role as a Latina executive to bring others along to change their paths for the better. 35:06
  • The ability to show up, take action without someone asking, and put yourself out there will bring the greatest rewards. 38:30
  • Throughout her career, Esperanza has received advice and help from high-level executives to be successful. 39:15
  • The experience of losing both of her parents, while devastating, taught Esperanza a lot about herself and her family history. 42:10
  • Esperanza feels a responsibility to be empathetic to the motivations behind the actions of the people around her. 44:15
  • Looking back, Esperanza would encourage herself to take the offered hands of anyone that had done her wrong. 46:01
  • The Mastercard Initiative created a card that allowed anyone that is transgender to have their true identity on the card. 48:35
  • For those marketers with a fixed mindset, current times offer the opportunity to think about things differently. 50:52


Resources Mentioned:


Subscribe to the podcast:
Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

Connect with the Guest:

Connect with Marketing Today and Alan Hart:


Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Today in Digital Marketing
Today in Digital Marketing
Tod Maffin
How I Added 50% TikTok Following Overnight (No, Really.)
A clever candy promotion ties personalities to playlists… is the next great marketing opportunity already on your phone? More people buying online means more bricks and mortar businesses failing… and how I increased by TikTok following by 50% literally overnight. The method is shockingly simple. *Get the entire show content, with links and images, as a daily email newsletter! Subscribe at* *TodayInDigital.com/newsletter* ( http://todayindigital.com/newsletter ) MORE: * NEW! *Podcast Perks* ( https://todayindigital.com/perks ) *:* Exclusive Deals for Listeners * *Advertising:* Perks ( http://todayindigital.com/promote ) (free!) • Ads ( https://www.notion.so/Regular-Ads-5d515627e2bb4964b37a9f30cc301bcf ) • Classifieds ( https://www.notion.so/Classified-Ads-74ea9f745f184c8a8baea9cc6bc82260 ) • Brand Takeovers ( https://www.notion.so/Brand-Takeover-Package-7cfd410676644e589fe469f14ccf5f28 ) * Join Our Free Slack Community ( http://todayindigital.com/slack ) * Get this as a daily email newsletter ( http://todayindigital.com/newsletter ) * Enjoying the show? Please rate and review ( http://ratethispodcast.com/today ) us! * Leave a Voicemail ( http://todayindigital.com/voicemail ) * Follow Tod: Twitter ( http://twitter.com/todmaffin ) • LinkedIn ( http://linkedin.com/in/todmaffin ) • TikTok ( http://tiktok.com/@todmaffin ) (daily digital marketing tips) Today in Digital Marketing is hosted by Tod Maffin ( http://todmaffin.com/ ) and produced by engageQ digital ( https://engageq.com ). Subscribe at https://TodayInDigital.com ( http://todayindigital.com/ ) or wherever you get your podcasts. (Theme music by Mark Blevis ( http://markblevis.com/ ). All other music licensed by Source Audio.) Privacy & Opt-Out: https://redcircle.com/privacy
6 min
How I Built It
How I Built It
Joe Casabona
How to be an Effective Podcast Guest with Kristin Molenaar
Going on podcasts can be a great opportunity for small business owners. You’re getting in front of a new audience to tell your story and show your expertise. But did you know there’s a whole other avenue you can explore? Kristin Molenaar does, and she tell us all about it! Plus, in Build Something More, she walks us through forming your podcast pitch. (more…) View on separate page Transcript Joe: Hey everybody, and welcome to Episode 207 of How I Build It, the podcast that asks, How did you build that? Today my guest is… I’m so terrible because I just asked you how to pronounce your last name. Kristin Molenaar. Kristin: You got it. Molenaar. Joe: Excellent. Excellent. I’m excited to be talking to Kristin Molenaar. She is the founder of YesBoss. And we’re going to be talking about why being a podcast guest is ineffective for many entrepreneurs. But before we get into that, I do want to tell you that today’s episode is brought to you by three fantastic sponsors: Mindsize, Restrict Content Pro, and TextExpander. You will be hearing about those fine folks later in the episode. Right now. Let’s bring on our guests. Kristin, how are you? Kristin: Hey, I’m doing well. How are you? Joe: I am doing fantastically. Like I said, I’m really excited to talk about this. Because I do feel like for a long time I didn’t take advantage of the fact well enough that I was going on other people’s podcasts and trying to build my audience, things like that. I know that a lot of my guests, this is a platform for them. Basically, what we’re trading here is you are giving me some of your time so I can create good content and I am putting you in front of my audience. So I want you to have people get in touch with you and stuff like that. So hopefully, this will be a good reference for future guests on this podcast and others. But before we get into that—I just said ‘before we get into that’ like three times—I want you to tell people who you are and what you do. Kristin: I run a company called YesBoss. We’re a podcast booking agency, essentially. So we help mostly service-based entrepreneurs, so online service providers, we help them get booked on podcasts so they can generate more leads in just an hour a week. My zone of genius is talking. I like to talk for a living, and we help other clients who like to do that exact same thing. Joe: That’s fantastic. And I’ve got to say you do a good job. I get lots of guest pitches each day and I have a pretty strong litmus test for if I’m going to respond or not or if I’m going to accept the guest or not. And you pass not once but twice or thrice, I think at this point. Kristin: A testament to our service, huh? Thank you for that. Joe: Absolutely. Because you get the pitches and it’s like, “Hi (name), I’m person…” And then like five paragraphs about why they’re so great. And I’m just like, “I don’t want you to just… I want to bring value to my listeners.” I don’t remember exactly what you said in your email but I read it and I was like, “I think this will be insanely valuable for both me and my listener.” Kristin: Well, I’m excited. There’s definitely a formula there. There’s definitely a lot of testing we’ve done to those pitches. So I’m so glad to hear your thoughts on it. Thank you so much. Joe: Absolutely. And thank you for taking the time. I feel like you’ve listened to the show and you knew exactly what I want to talk about. So, you don’t have to say whether you have or not, but it felt that way at least. So you are a podcast booking agency. There is definitely a lot of value in that. So maybe before we get into the main thing that we’re talking about, why should more entrepreneurs go on podcasts? Kristin: I would say that it’s like the simplest sales funnel I’ve ever built in my whole entire life. I feel like as entrepreneurs, you know, especially if you’re an entrepreneur that has ever been on Facebook, you’re gonna be hit with a lot of messages about how to do all the things. And I think what took me a while to really learn because when I first started in this entrepreneurial journey I was floundering for 14 months, and then I found a rhythm that really worked. What I really found is it all boils down to having a sales funnel that hits a few checkmarks. So at the top of that sales funnel is, how are you getting visible? How are you attracting those people? How are you then nurturing those people, selling those people, and retaining those people? So that’s just this basic sales funnel strategy. And there’s all these ways to do that. There’s ads, there’s social media platforms. There’s all these top level things to get new audience attraction, then there’s all these ways to nurture your clients, you know, email lists or people that are on your social media. How are you retaining those existing people and selling? So there’s all these different ways to do this. What I have found though is… I stumbled upon this honestly. When I started doing podcast guesting myself, what I realized is I was getting in front of new people and attracting new people, and forming relationships with a new person. So specifically the podcast host. And what happened afterwards was people were coming to me to ask about my services and they had already been pre-sold. Because the nature of a podcast episode is that you are building that trust factor really rapidly, you are attracting. You’re the nurturing by really sharing all of your genius on that episode. Like you already said at the beginning of this episode, you bring on guests, and you want to highlight all the ways that they know how to do what they do. So you’re providing a platform for me to talk to you about how smart I am. I mean, if you want to put it that way. Joe: Yeah, absolutely. That’s exactly what it is. Kristin: And by the end of the episode, you know how to work with me, you know who in your network to tell to work with me. And then as a ripple effect, so I see this as a secondary thing, as the secondary thing, your audience and the people that are listening to the podcast also know that. So I’ve just been kind of blown away at how effective and fun it’s been. Joe: That’s incredible. I love a lot of what you said there. I mean, if longtime listeners of the show will know I’ve said no trust a million times on this podcast. Because it’s so important. It’s why I teach people how to start their own podcasts to grow their business because it’s an easy way… not an easy way but it’s a fast way to convince people that you are likeable and trustworthy. And people invite me into their headphones every week. So they feel like they know me. And it’s a strong bond. So, when I have a guest on the show, I’m saying I trust this person enough to give them the platform of listeners I have teach me something. I learn something from every single one of my guests. So I love what you said there about how this is the simplest sales funnel you’ve ever built in your life. How do you figure out what shows you should go on? Kristin: I think this is a really good question. I think I’ve got to start it by saying this. I think that most people see podcasts guesting in one of two ways. They see it as a traditional marketing strategy. And that marketing strategy says, “Find the podcast with the biggest audience that you can attract and go there.” And then the other people see this as traditional PR strategy. And the PR strategy says, “Get on the podcast with the biggest name recognition so you can leverage that authority on your website, your social media presence,” all those places. For me, I see it a bit differently. For me, I have realized that being a profitable podcast guest has more to do with relationships than it does marketing and PR strategies. So when I’m looking at what podcasts I want to be on… You know, I looked at you, Joe, I…
46 min
More episodes
Clear search
Close search
Google apps
Main menu