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2018 40 Under 40: Hugo Sanchez, 36

Director of marketing, O’Reilly Automotive Inc.

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After graduating from Drury University magna cum laude with a degree in psychology, Hugo Sanchez uses his understanding of the human brain to influence customer loyalty. Prior to becoming director of marketing at O’Reilly Automotive Inc., Sanchez led the design and information technology teams in developing and launching the national retailer’s first customer loyalty program. Now with millions of users, the program’s data is used to target specific demographics through behavioral economics to increase purchase frequency and engagement. Sanchez also was charged with standardizing the company’s communications with Spanish-speaking clients. The marketing department also has made the O’Reilly brand among the top radio advertisers in the country, helping to get the auto parts jingle stuck in consumers’ heads.

What is your theme song? “The Avengers” theme song.

When did you realize you had grown up? Right after I decided to move to Springfield in 2003 from Houston, Texas, to further my professional career at O’Reilly Auto Parts. It was my first time moving out on my own and moving into an apartment by myself.  

What’s your most treasured possession? The experiences I’ve had with friends and family over the years – like being able to attend a Super Bowl or going on a Disney cruise with my family. And my 1969 Chevy C10.

What did you learn the hard way? Always listen to mom’s advice.

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