Carlos Arambula

Strategist, One Ninth & Co-founder of MarcasUSA

Carlos brings over two decades in the domestic, U.S. Hispanic, and international marketing arenas on both sides of the brand – client and agency.

Carlos began his career in public relations working on crisis management and political campaigns. In the early 90’s, he made a move to work on the emerging U.S. Hispanic market where he was disappointed at the lack of research resources and data available for strategic development. More alarming to him was the decade old axioms being utilized as doctrine on Hispanic market approaches that failed to properly recognize the characteristics of the fluid and growing segment.

After some years in which he dramatically improved the marketing efforts and returns of clients, Carlos returned to work in the mainstream consumer market with global network agencies that eventually lead him to international work on category and brand development in developing markets.

He returned to domestic marketing efforts after he joined a CPG client with a regional brand to national presence and winner of national recognitions for new product development.  He also began applying emerging market techniques to the growing and now well-researched domestic Hispanic consumer market, where he launched OTC pharmaceutical products targeting Hispanic consumers to national distribution and sustained growth.

Currently Carlos is VP of Hispanic Consumer Marketing for R&R Partners, the agency better known for the “What happens here, stays here” Las Vegas campaign, where he is responsible for domestic Hispanic and Latin American consumer markets.

Carlos is very well versed in brand-building based on years of developing regional, national and international brands across cultural, language, and geographic boundaries while maintaining brand integrity. He has led the work on several well known brands, including Toyota Motors, M&M/Mars, Kia Motors, Burger King, Gruma’s Maseca, Unilever’s Ragu, Pepsi Cola’s soft drinks, Texaco’s Havoline, the family of InterContinental Hotels, and the Fluid Milk Board’s “Got Milk?” campaign.

Carlos is a graduate of the University of Southern California with a degree in History with a Psychology emphasis, while his left-brain also indulged in the W. Edward Deming’s philosophies taught by the Industrial & Systems Engineering department.

  • Posted on: 06/05/2017

    Will virtual reality become the ultimate retail training tool?

    If it's good enough to train the military on more complicated issues, it should be good enough for retailers.If consumers interact with a new sales associate and get a similar level of experience as an experienced sales associate it will pay dividends in satisfaction and retention of consumers and employers.
  • Posted on: 06/05/2017

    Does store operations have a seat at the digital transformation table?

    Customers need to see, hear and feel one singular perspective from retail brands. Anytime contact with the retailer appears disjointed between online and brick & mortar to a consumer, you risk appearing dated, tired, and out-of-touch with consumer demands.Physical stores should be able to move fast enough, or at the same speed as online retail functions if they are included in planning. At this stage, if operations is not part of the digital commerce discussion, the retailer is at a disadvantage.
  • Posted on: 06/01/2017

    Should Amazon buy Macy’s?

    I fail to see where Macy's and Amazon converge. If Amazon needs a brick & mortar location, there are other retail chains that can be purchased that can offer the physical functions that Amazon might need. Do they really need physical locations?
  • Posted on: 05/31/2017

    Is ‘Building the New Blue’ the right plan to complete Best Buy’s transformation?

    It appears Best Buy is on the right track and with technology evolving at the current rate, it needs to be a permanent mode.When consumers can hold most of your departments in one device (TV, music, movies, video games, and so forth) it is very impressive that Best Buy has succeeded. However, Best Buy can't become a phone company. They need to strengthen their role in the appliance category and other products not available on a smartphone.
  • Posted on: 05/30/2017

    Why is Target investing in a mattress direct seller?

    For all retailers, whether online or brick & mortar, it's evolve and differentiate or die. Different retailers have different challenges and there is not a one size fits all solution.A relationship between Casper and Target provides Target another category to feature and sell to its consumer base and provides Casper a showroom where folks can experience the tangible product and eliminate purchase barriers.As a consumer, I like the Target approach because it ultimately makes shopping more convenient. As a marketer, I think it helps Target retain consumers and get a bigger share of the consumer dollar.
  • Posted on: 05/05/2017

    Will retailers get cut out by consumers in the future economy?

    I believe retail "as we currently know it" will evolve and that includes direct-to-consumer. How can retailers avoid disappearing? Evolve.We are already seeing national retailers that failed to respond to consumer interactions and expectations fading into history and becoming cautionary tales.
  • Posted on: 05/01/2017

    How can small retailers avoid the seven reasons most fail?

    Marketing is critical. Most boutique retailers don't conduct pre and post launch marketing. They don't recognize if the location (the RTA) actually makes sense, if there is a large enough need to sustain a bricks & mortar location and which are the core products consumers seek.Once the doors are opened, some retailers expect customers to find them without any promotions, they expect traffic via serendipity.In contemporary times, it's not difficult, or expensive to communicate with target consumers -- especially if you are a niche product. Failure to know and communicate with your RTA consumers will only lead to your demise.
  • Posted on: 04/03/2017

    Should retailers take a public stance on social issues?

    Brands should have a position on social issues, but not in politics. I don't believe support for the environment, for children's well-being, or senior care will create legitimate controversy.The social issue has to be organic to the brand and it can't be lip service. Millennials and Zillennials do pay attention to a company's social conscience and will reward it for it.
  • Posted on: 03/08/2017

    Are chains cannibalizing their own in-store sales with e-commerce?

    I believe cannibalization is the wrong definition. It really should be looked as evolution of the shopping experience. Analysis will tell retailers how to best allocate resources and service their consumers.Accenture's "2017 Global Consumer Shopping Survey" concluded that generation Z consumers will switch majority of purchases to retailers that provide the newest digital tools and channels.Perhaps retail leaders need to change their perspective on online and social media presence and evolve with the consumers.
  • Posted on: 03/08/2017

    Will Dick’s Sporting Goods win by cutting SKUs?

    Any action is better than maintaining a status quo that's just not working. However, the downside is significant.It appears Dick's is throwing up a white flag in the sporting goods category and conceding specialization to online retailers. Sports apparel is not a competitive differentiation -- apparel is available everywhere. So how is Dick's going to be different from the sporting goods section at Target or Walmart?Also, how long before some of the strategic partners realize online sales and promotions are a more profitable venue for them?
  • Posted on: 03/06/2017

    Is raising membership fees getting riskier for Costco?

    Costco members will tolerate the fee increase so long as the consumer experience improves or doesn't change.It's a brand that reminds me of Disneyland. Regardless of the park entry increases, consumers keep attending in record numbers due to the consistency and innovation of products.The only threats Costco has are consumer confidence (economy) and competitive pressure from other box stores.
  • Posted on: 02/10/2017

    Is personalization better appreciated online or in stores?

    It makes perfectly good sense. Consumers are very concerned about privacy and somehow an algorithm appears less invasive than another human. I don't think this will change, and I anticipate that "location" tracker will gain acceptance as they learn of the potential benefits.
  • Posted on: 02/10/2017

    Did President Trump go too far with his Nordstrom tweet?

    I believe Trump has politicized a business decision. Consumers who know this will not listen to any critiques on the Nordstrom decision. Consumers who don't know and believe Ivanka was treated unfairly were obviously not purchasing the brand at Nordstrom.I don't think trade groups need to get involved. Nordstrom handled the issue very well and given the amount of daily controversial statements by Trump, this will be obscured by some equally scandalous statement.
  • Posted on: 02/08/2017

    How good is ‘close enough’ when it comes to in-store inventory?

    I believe the consumer has a different expectation on inventory control and management than industry folks. A gift card in lieu of the failure to deliver on the retailer promise is not ideal, but it mitigates potential frustration and disappointment.Consumers will understand that human elements (like proper input of damage and display models) will wreak havoc on inventory systems. Perhaps adding a human element to address mistakes, such as having a retail associate place a call to the customer as soon as they learn of the inventory problems, will not only satisfy the customer, but also provide the retailer the ability to upsell or provide an alternative product.
  • Posted on: 02/07/2017

    Will consumers buy a new vision for Abercrombie & Fitch?

    It will not fix all that ails A&F but it's a good beginning. The A&F brand is firmly entrenched in a life stage of an audience; age instead of lifestyle.The cohort that made it a fashionable brand has moved on; they have aged into other brands. The new generation occupying the space has different values and A&F's failure to evolve made the fashion brand passé.The changes should encourage trial of the brand from a new audience and if done correctly, breathe life into a tired fashion brand.

Contact Carlos