Carlos Arambula

Strategist, 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: 11/14/2018

    Why do Millennials love private label groceries so much?

    Millennials like to explore and find hidden gems all the time, including shopping. The private label category lends itself to exploration and moreover to a social media post. There's no need to promote private label outside of the grocery store or online. That would eliminate the attraction to Millennials.
  • Posted on: 11/14/2018

    Is 7-Eleven using ICE to get rid of troublesome franchisees?

    If the report is correct, yes 7-Eleven has gone too far. At this stage it appears to be a strained relationship, and the only way to gain trust and fix the problem will be to remove Mr. DePinto from 7-Eleven. It appears that in the eyes of the franchisees, Mr. DePinto personifies all that is wrong. Without franchise buy-in, there are no corporate mandates, and this type of disfunction will only be solved by removing the head. The issue is not that the corporation is demanding, that's usually more the norm than the exception, the issue is leadership style and enforcement methods.
  • Posted on: 10/18/2018

    LabCorp deal brings blood testing to Walgreens’ pharmacies

    Definitively. Come in for the ancillary services of flu-shot or lab work (conveniently called-in by your physician) and stay for the HBC, OTC medicine and more importantly the prescription drugs. Mail order prescription drug companies are crowding the category. Retail pharmacies have to adapt or die.
  • Posted on: 10/15/2018

    Will J.C. Penney’s new private brand connect with Instagram-savvy moms?

    This reminds me of folks planning viral campaigns when the nature of a viral campaign is that it can't be planned. It's like adding after-market spoilers to an economy car and expecting it to be faster. It doesn't matter how good the spoilers are if the car lacks the horsepower.
  • Posted on: 09/21/2018

    Nike expects sales to take off with launch on

    While the trade is extremely conscious of Amazon and being a "different" distribution channel, to the millions of online shoppers it's simply another retail option. To Nike it's a low risk, high benefit proposal. With the neighborhood sports specialty store disappearing Nike is controlling its product distribution to brand loyal consumers. A visit any of the large chain sports stores offers multiple brands but limited choices on the models available. Amazon and allows Nike to offer wider selection of the brand's models and more feasible than opening more brick & mortar brand stores.
  • Posted on: 09/19/2018

    Tuft & Needle and Native knew their first products fell short

    I'm surprised anyone launched with a less-than-optimum product in the direct-to-consumer distribution channel. DTC consumers have different expectations than brick-and-mortar consumers -- a higher quality product at a better price, and they are also more willing to provide feedback to the manufacturer. The immediate communications with consumers allowed them to address deficiencies in products that would not have been possible in brick-and-mortar channels and communicate the improvements to their consumers. The immediate interaction with DTC channel consumers saved their brands, created brand ambassadors and saved the company considerable money and time.
  • Posted on: 09/18/2018

    Will competition force all grocers to offer free store pickup?

    When the consumer demand free in-store pick up it will happen. However, the concept has to become widely accepted and practiced -- and consumers are not there yet. There are other competitive and more visible pressure points that will precede free in-store pick up. At this early stage, it's quite possible that a small fee for pick-up becomes the norm instead.
  • Posted on: 09/17/2018

    Walmart expands test of giant automated grocery kiosk

    It's a complement to the consumer's retail experience. The need for convenience will always be a significant factor in the consumer's decision of retailer and Walmart's kiosk concept appears to further address that need with the grocery kiosk. I don't believe it will compete with home delivery since it satisfies a different consumer need and appeal beyond home delivery.
  • Posted on: 07/27/2018

    Having little luck with Millennials, J.C. Penney refocuses on middle-age women

    I think losing sight of their core consumer was one of many of the factors that hurt its business. The company failed to evolve for decades and when it began to react to changes in the consumer marketplace the slightest error was amplified and it just compounded to the list of errors. J.C. Penney needs to carefully look at their "emerging consumer." Is it really emerging or is it a remaining consumer base? Is it enough to sustain the business? There was a reason why it chose to amplify its consumer target. Retreating to the base consumer that wasn't responding to them anymore is not a smart move.
  • Posted on: 07/24/2018

    Chick-fil-A to pilot meal kit market test in ATL

    I think Chick-fil-A is very smart in targeting a mealtime space that's currently occupied by the grocery store deli. This is the last-minute "I haven't prepared dinner" space. While any meal kit company has to build their brand and the category, it's a short distance to the category by a QSR with a well-defined and trusted brand. I would expect a national roll-out. Meal kit companies have struggled to develop their business -- for Chick-fil-A it will just be an extension of their brand.
  • Posted on: 07/23/2018

    McDonald’s offers free fries for mobile orders

    It's critical for QSR to establish mobile ordering. McDonald's has spent a lot of effort in streamlining their order system with Kiosk at the store, mobile ordering, and uber-deliery. It's not just an operational issue, the Millennial and Zillennial consumer favors mobile and other systems designed to save time. The benefits might not be immediate, but it will pay large dividends sooner than later.
  • Posted on: 06/29/2018

    Will Amazon’s PillPack acquisition disrupt the retail pharmacy business?

    Amazon will definitively be a disruptor. The proof of a similar concept already exists in Express Scripts and Amazon appears to have significantly improved on the brand promise and presents reasons for consumers to buy. Unlike Express Scripts, Amazon presents benefits to the patient instead of the insurance company. There are millions of patients with chronic illnesses who see their doctors often, or have quick access to medical expertise, that they will not miss the pharmacist (or the pharmacy clerk who is usually the main contact at brick and mortar pharmacies). In regards to the benefits managers, it will not affect the consumers since it will be behind the scenes for the patient and if Amazon manages it smoothly, it will remain mostly behind the scenes.
  • Posted on: 06/28/2018

    Toy City pop-ups look to fill the gap left by Toys ‘R’ Us

    I understand Party City expanding into additional offerings with a business model that works for them, but I question the move into the space of an outdated concept abandoned by Toys "R" Us.
  • Posted on: 06/27/2018

    Former CEO wants to bring Toys ‘R’ Us back from the dead

    The space has been left empty, so it's possible for Toys "R" Us to fill it again. However, aside from the debt burden, the brand has to redefine itself. The toy category, purchasing behavior and "playtime" has quickly evolved while the TRU concept remained relatively stagnant. Jerry Storch needs to define the brand from the bottom up -- start with a blank page, with a target-consumer centric perspective.
  • Posted on: 06/26/2018

    Analyst: Prime perk could eventually double customers at Whole Foods

    I do see the cross promotion between Amazon Prime and Whole foods to increase traffice to the store. Prime users are bargain hunters and a substantial discount at the grocer will encourage exploration, especially from Millennials. I don't see impediments, only challenges in appealing to two distinct consumer segments wtih the same brand and how to evolve without loosing the core Whole Foods consumer. Ultimately, the two consumer segments do share some characteristics, some threads that can be utilized benefit both Amazon and Whole Foods.

Contact Carlos

  • Apply to be a BrainTrust Panelist

  • Please briefly describe your qualifications — specifically, your expertise and experience in the retail industry.
  • By submitting this form, I give you permission to forward my contact information to designated members of the RetailWire staff.

    See RetailWire's privacy policy for more information about what data we collect and how it is used.