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Cleveland, Ohio
United States

American Marketing Association - Cleveland Chapter. The premier association for marketers in Northeast Ohio.

Blog Archive

As part of our effort to keep you up-to-date on the latest marketing trends, we've gathered insights from thought leaders in Cleveland and across the nation on the Cleveland AMA blog.

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Member of the Month: Jorge Solorio

Cleveland AMA

What is your position?
I have been with Lubrizol for 15 years and I am the Americas Market Manager for Corzan®, a Global Market Leader Brand for a piping systems that handles corrosive and chemical fluids.

What type of marketing does your company focus on?
Our in-house marketing division specializes in creating primary demand and insuring brand market leadership in North America for Corzan®.  In addition, we are expanding our product line in emerging markets in Latin America. Within the last decade, we have successfully introduce and earned the number one brand leadership position in Mexico, Chile, Peru, Panama, Colombia and Brazil.

We create market segment specific marketing collateral in English, Spanish and Portuguese and participate in trade shows. Beyond the products marketing promotion, Lubrizol’s CPVC compounds give More Inside™ with every system because they are backed by our R&D and technical expertise and global capabilities. Our people, including dedicated piping systems consultants, provide science and support for every pipe and fitting, delivering quality and confidence for every project. Billions of feet of our CPVC piping systems have been installed globally – in established markets such as North America and Europe, fast-growing economies such as Brazil, Peru, Chile, Colombia China and India, and emerging markets in Africa and Asia.

How long have you represented your company at the AMA?
I joined the Cleveland AMA chapter on August 2015.

What are three interesting facts about your company?
The Lubrizol Corporation, a Berkshire Hathaway company, is a technology-driven global company. We combine complex specialty chemicals to optimize the quality, performance and value of our customers' products while reducing their environmental impact.

We know that Lubrizol isn't a common household name to most people outside from Cleveland, Ohio. So it might surprise you that our products and technologies are in things you use every day - quite likely on surfaces and in fluids in the vehicles you drive, in the shampoos and soaps you use, in a medicine you take, in the clothes you wear and in electronic devices and plumbing systems in your home

Lubrizol is an innovator and world leader in chlorinated polyvinyl chloride (CPVC) resins and compounds for plumbing, fire sprinkler systems and industrial piping. Our high-performance, low-combustibility CPVC technology is also used in a variety of specialty applications. We go to market under three primary brands: FlowGuard Gold® pipe and fittings, BlazeMaster® fire sprinkler systems and Corzan® industrial systems.

Any new and/or exciting projects that you would like to comment on?
Currently, we are currently conducting market research in the Power Generation application segment and will follow with an entrance strategy and marketing collateral by the end 2Q16. 

Also, we are building a new content management platform to help us stay focus and consistent in our branding efforts and to better communicate to internal stakeholders. 

Why did you join the AMA?
I joined the AMA to network with local marketing professionals and interchange marketing best practices. In addition, my interest is to attract best in class talent, ideas, and specialty marketing services.

How do you engage with the AMA (Volunteer, events, etc)?
I often attend local speakers, mixers events and AMA webinars.   I am looking forward to being an active AMA member in 2016.

What is rewarding about your experience as an AMA member?
The ability to reach out to our marketing membership to bounce ideas, it has help me stay current with the marketing trends and improve our team performance.  I also enjoy helping others fine tune their own current marketing efforts.      

What are three interesting facts about you?
1.      Native from San Diego, California.
2.      Fluent in English, Spanish and conversational Portuguese.
3.      Enjoy hiking our metro parks and have trained Martial Arts since 1980.