Carlos J. Viramontes began his business career in 1980 as a sales manager for Anheuser-Busch. Shortly after being hired he relocated to Albuquerque, N.M. for nearly 3 years. He took the company from a 10 percent share of market to 30 percent during his time in Albuquerque that ended in 1984. Once back in Los Angeles he joined the sales team as a special field markets manager for 13 states. The position eventually became the geographic marketing manager over the Pacific/Western region. He was responsible for the Hispanic advertising and public relations activities and budget. In this position he organized the brewery’s largest grass roots soccer sponsorship with the Southern California Soccer Coaches’ Association involving hundreds of teams across California and the Southwest. He also managed one of the largest Mexican talent concert series in a partnership Frias Entertainment including talent ranging from Vicente Fernandez to Los Tigres del Norte. Cinco de Mayo promotions grew after Viramontes’ guidance of Anheuser-Busch’s marketing campaigns. Since then Cinco de Mayo has become the second largest (to the Super Bowl) promotional holidays on the Budweiser calendar. Relationships with grocers, buyers and wholesalers grew when Viramontes became a key account manager in 1996. The majority of his accounts were independently owned chain supermarkets, such as El Tapatio and Vallarta Markets, located in densely Hispanic populated areas.
His personal involvement with the Latino consumer evolved when Viramontes became the community relations manager in 2008 where he also oversaw key relationships with non-profit organizations. Over 60 wholesaler relationships were under his oversight in California, Arizona and Nevada.
Viramontes left Anheuser-Busch shortly after the company was sold to the Belgian-Brazilian company Inbev in December of 2008. He founded Viramontes Marketing Communications, Inc. in April 2009. VMC currently has a growing list of satisfied clients.
Viramontes is a 1977 graduate of Loyola Marymount University with a B.A. in Business Administration. He married Priscilla Rojas in 1983 and they have two children, a daughter who has obtained a graduate degree from USC, and a college bound son.
The Viramontes Family of four resides in Downey, California.
Viramontes was born in Jerez, Zacatecas, Mexico on Dec. 22, 1954 and became a naturalized U.S. Citizen in 1979.
Community Involvement- List of Memberships and Associations
- Loyola Marymount University, Mexican American Alumni Association, 1977 –present, class captain ‘77
- Recent member, U.S.C. Latino Alumni Association Board Member since 2010
- Board Chair, Mexican American Opportunity Foundation, on board since 1984
- Mexican American Grocers Association, advisory panel member, 1984 – present
- Involvement with TELACU Industries and colleague of founder David C. Lizarraga
- Founding member of the Pepperdine Hispanic Community Advisory Committee, 1997
Clorox Hispanic Advisory panel, 2009 to present