Carlos ArambulaStrategist, 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.