INTERVIEW WITH CARLA CORDERO, HEAD OF THE MTN CHILE SUBSIDIARY  

The strategy of distributing Montana Color products through subsidiaries has also reached Chilean market, and Carla Cordero is in charge of the infrastructure that brings MTN products to the Latin American country.   
 
In this interview, we find out Carla's work, learn about the peculiarities of selling our products in Chile as well as some reflections on a human level: her main motivations and the personal enrichment that her work entails.  

Could you sum up what your work consists of? 

My job involved leading the fantastic team of people that we work with to make sure that our products get preference and are available in the largest number of points of sale possible throughout the country. 

The Montana Colors subsidiary in Chile was set up three years ago. From your perspective, what aspects have been improved thanks to this new market strategy? 

I believe that having subsidiaries gives us the ability to provide a better service to our main customers in the region. We can get closer to our customers with better response times in all areas that you can think of. 

Do you know if the same pattern has occurred at the other Montana Colors subsidiaries such as Australia, Germany and Brazil? 

Until now, I’ve only been in contact with the Latin American subsidiaries: Brazil, Colombia, Peru and Mexico. And yes, the evolution is the same as they have experienced. It's a relationship we're starting to build so I’ll be able to tell you more details soon.

Let's talk about your experience in the world of aerosols. You used to work at another spray paint brand, right? What is your specialty in spray can science? 

I don’t consider myself an expert in anything, I think that every day I learn more in all areas, however, I think I’m strongest when generating sales strategies with our main customers like Homecenter and Sodimac so that our products are available to the end consumer. I’ve been able to pitch Montana aerosols successfully as a solution in the area of DIY. 

For obvious reasons, Montana Colors in Latin America cannot compete on price against more accessible local brands, but on the other hand, it offers the best quality in the market. Would you agree? 

Indeed, we have the best spray paint product. This has undoubtedly been the most significant point that has allowed us to open doors and continue to grow, despite having a higher price compared to our competitors. I know that there are people who are willing to pay for our aerosols because, in my opinion, they are unique.  Other cans have good characteristics, but painting with Montana is an experience that other spray paints can’t offer. 

Which sectors generate the highest demand for the brand? 

Since we have the Homecenters network, the greatest demand for our products comes from DIY consumers, at least here in Chile. But graffiti artists here also use our paint a lot. 

What role do you think our marketing has played in building a name in the Latin American market? 

It has been fundamental, given that the high quality of product doesn’t sell itself. Marketing allows us to communicate the different characteristics and benefits of each range of spray paints that we offer to end consumers. 

What kind of contact have you had with graffiti throughout your career working with spray paint? 

From my responsibilities at Montana Colors, I’ve begun to have contact with the world of graffiti. Before joining Montana, I only knew what I’d seen in the streets. Here in Chile, the metro stations have very nice murals, they say they are some of the most beautiful in the world thanks to the art we have in them. My contact was strictly as a spectator.  
 
Today my contact with graffiti is commercial, artists contact us to carry out projects. My desire to learn more from the Montana community, which is my favorite part, does not cease. 

Can you tell us about the role that the Montana Shop Santiago plays within Montana Colors Chile? 

The Montana Shop Santiago delivers our product directly to the B2C consumer. We, on the other hand, deliver the product through distributors. So I could say that, together with shop, we can cater to all the needs of the local market.  
 
We form a very good team, plus Juan Pablo has always been very open with us. He was the one who first brought Montana to Chile so for matters related to graffiti, I always go to him. 

Do you use or have you used Montana Colors products? 

Of course! I use them not only to test new products we carry, but also to improve my practice and be able to be a better ambassador for Montana Colors at Chile. Mi favorite is the 94, I love its tones, how easy it is to paint with. At first I wasn’t very good at painting, but with the 94 I fell completely in love with spray painting. 

What do you like most about working for Montana? 

The people in general. I know that the team behind everything is very caring, very intelligent; I admire them all. Everyone knows what they're talking about, from marketing to logistics. What I like the most is that I learn at every meeting, from new contacts to people who know the brand too.  
 
I’d never been asked for my sweatshirts or stickers in stores. I love that people love the brand, that makes me love it more. I feel proud working here. What’s more, Olga always listens to me and asks for my opinion. I believe that everyone's voice is valued. That is my favorite part, that we all go in search of the same goals and respect each other. 

What would be your motto? 

Well, in Chile there are five people in the back office doing all the work, and more than 15 salespeople. We have a lot of work and move a huge machine, so when I have to present the group, I always say: “the team is small, but it’s the best!” 

Visit the MTN Chile website here. For all the latest from the subsidiary, follow MTN Chile on Instagram here. 
 

Get to know the MTN Shop Santiago with an interview and store playlist here.