Get to know: Claudia Pertierra
Group Director for Brand Engagement for Bacardí
The Bacardi S.H.E Summit is an empowering one-day networking experience that highlights discussions regarding gender equality, raising children, financial empowerment, and disrupting our world for good. This year we’re proud to have one of our very own, Claudia Pertierra, Group Director for Brand Engagement for Bacardi, joining a panel to discuss what it means to “Be Bold. Be Brave. Be You.” We were able to catch up with her to give us some insight on what it’s like to be a woman in leadership within our industry.
TEAM is a proud sponsor of the Bacardi S.H.E. Summit, which will take place on Sept 13th, 2018 in Fort Lauderdale, FL.
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What does your morning routine look like?
Woke up, fell out of bed, dragged a comb across my head…wonder how many will get that reference! All joking aside, my morning routine is not glamorous. Up at 6:30 AM to get myself together (this includes make up!) then run to make breakfast and lunch for the kiddos. Get them ready and out the door by 8:05 AM. School drop off and then off to work! By 9 am, I sometimes feel as if I have put in a full day!
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What’s your favorite thing to do outside of work?
I love to be active and am constantly searching for ways to remain fit! I discovered Yoga and can say it’s my favorite activity outside of spending time with my family. I love a good puzzle, willing to sacrifice sleep to finish one! Collectively, the Pertierra clan loves to travel, especially on active vacations including hiking, skiing, surfing, river rafting.
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Name the last book you read.
I always like to have a fun read and a serious read. My last fun read was Chamber of Secrets (Harry Potter is big in our house) and my serious read was Inward by Yung Pueblo. I highly recommend it!
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What is your favorite (Bacardi related) drink to indulge in?
Tough to say and definitely depends on the mood/occasion but I am a tequila girl, the Cazadores Spicy margarita is always a great idea!
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What is the best and worst decision you’ve ever made?
Best decision I ever made was saying yes to marrying my husband Alex. Worst was getting bangs, it was instant regret.
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What do you think is the most significant barrier to female leadership?
Awareness and general education. There’s been so much progress made but there’s still work to be done. Breaking down stereotypes of a female leader is a great start.
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What woman inspires you and why?
I am inspired by both men and women who give the best of themselves daily, who are kind, who support one another, who despite adversity or tough conditions, are giving and present to those around them. I also admire so many terrific women, Emmeline Pankhurst, Mother Teresa, JK Rowling to name a few.
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What do you think will be the biggest challenge for the generation of women behind you?
I’d like to think that the next generation of women (my daughter included!) won’t have this topic on their radar. That their gender won’t define their success. We have a responsibility today to ensure we are raising our sons & daughters to strive for the best, work hard and excel thanks to their dedication, talent and knowledge and that respecting each other is a great form of collaboration.
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What’s one leadership lesson you’ve learned in your career?
Always keep your word. Integrity is everything.
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What’s the biggest lesson you’ve learned working at TEAM as a woman in leadership?
Interestingly enough, I cannot recall a time/moment where my being a woman impacted my role as a leader. I have been blessed with an incredible leadership group at TEAM that has stood behind me 100% and supported my development. One of the main reasons why I love working at TEAM is the strong support I feel every day and knowing there are no limits to what I can accomplish with my team. I’d like to think that I as a manager of both men and women, I am giving the same opportunities to both and empowering each to excel by providing the support and mentoring they need. My greatest satisfaction stems from my team’s success
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How have you balanced being a mother and a leader in your industry?
In 2009, I had the wonderful opportunity to take a break from work and dedicate myself to raising our two children. It was such a gift to be with them and I realize, an incredible blessing. After five years, I decided it was time to get back in the game. But it was a daily struggle. Lots of guilt and intense juggling. Eventually I realized that I wasn’t being fair to myself, work or my family. I consciously made the decision to be fully present and give my best whether I was at home or at work. I carved out time for myself to do the things I love and I quickly saw the impact that small decision made. I’m not saying it is easy, there’s always a logistical challenge to solve, but having the peace of mind that all aspects of my life are somewhat in balance, is the best medicine. I am also fully aware of what my deal breakers are, what I am not willing to sacrifice and that is a great daily compass for me.
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What’s one piece of advice you would give to other women in leadership?
Be unwavering – nobody wants a flaky leader.
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What advice would you give men, to help more women lead?
Don’t make any assumptions. Just because a woman is a mother doesn’t mean she is not willing to take the promotion which requires late hours, more travel. Let them be the one to decide. You may be pleasantly surprised!
Claudia Pertierra is an award-winning marketer with over 13 years of experience in the consumer goods industry. She joined TEAM Enterprises in 2014 and currently serves as the Group Director of the Brand Engagement department. Claudia and her team work tirelessly across the Bacardi portfolio, helping brands develop disruptive and innovative consumer experiential programs to support key brand initiatives.
Prior to TEAM, Claudia began her thriving marketing career at Bacardi USA, where she held various roles across the portfolio – launching M&R Prosecco, Tequilas, and Flavored Rum Line Extensions. Post Bacardi, Claudia earned her wings at Red Bull leading the collegiate and consumer sampling initiatives for the Southeast before moving on to an Account Director role at Diageo Latin America and Caribbean where she managed Johnnie Walker, Zacapa. She also gained valuable experience as a Marketing Consultant at Heineken, and Hispanic advertising experiencing managing clients like American Airlines and Smucker’s.
Claudia resides in sunny Miami with her husband of 15 years, and two children. When she’s not in the office thinking up fresh new ideas for her brands, you can catch her finding her Zen on a yoga mat almost every day of the week!