Carlos Arambula

VP Marketing & Business Development, Estrella Brands

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 working on the cpg, automotive, entertainment and retail categories. With a marketing philosophy refined in developing emerging markets, Carlos applies the techniques to the fast-evolving U.S. consumer environment where the consumer is reached through a myriad of methods, has become more discerning of their choices and often mimics emerging market behavior.

Currently Carlos works with Estrella Brands, an OTC pharma company he co-founded.

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

  • Posted on: 08/15/2022

    Is inflation the biggest back-to-school story?

    I would agree that BTS is an essential category, and it's somewhat immune to inflationary pressures because a child's BTS change according to age/grade -- so there's no annual comparison. Technology has changed the way children learn and directly affected the BTS shopping experience. I anticipate a more dramatic change in the horizon as adoption of new practices grows.
  • Posted on: 07/19/2022

    Will Toys“R”Us kids help Macy’s have a very merry Christmas?

    There is a lack of shopping destinations for toys, so I believe it is very likely customers will shop at Macy's for toys. The convenience of mall shopping coupled with the nostalgia of visiting the big box toy store during the holidays will be a big draw.
  • Posted on: 07/14/2022

    When did Walgreens’ associates become the contraceptive police?

    "Screen applicants"? Isn't it called a job interview? If the applicant is unable to perform the required job duties, select another applicant.
  • Posted on: 06/22/2022

    Will Walmart become the go-to shopping destination for cord cutters?

    The Walmart and Roku partnership might change the way Walmart customers shop, but this is far from an "early adopter" issue changing American consumers' habits. This feels like playing catch-up.
  • Posted on: 06/22/2022

    Study: Flexible scheduling challenges are keeping store managers up at night

    It's one of several variables that will affect retention. The pandemic and loss of employment brought new candidates into retail that were not available before. The maturity and discipline will be an asset to retail managers if they recognize the need for a flexible work schedule. Moreover, it might help them retain them after the economy picks up and their non-retail jobs become an option once more.
  • Posted on: 03/29/2022

    Nike heads to the wholesale exits

    Nike as a global super brand occupies a unique space, and it's simply taking control of the brand's narrative by disrupting its relationship with consumers before another entity -- or consumer behavior, does it for them. Very few brands live in that unique space and fewer have the variables that would allow them this type of "reset."
  • Posted on: 03/29/2022

    Is Target and Levi’s expanding partnership a win-win?

    It is a competitive win for Target and Levi’s. Even if the “department store jean” brand equity decreases for Levi’s, the brand benefits from the increased number of eyes and available shopping destinations. It’s a competitive category, and a venerable brand that already owns space in the consumer’s mind, needs to remind consumers it has always been there for them.
  • Posted on: 01/04/2022

    Omicron threatens to mess retail up

    Retailers have been operating over two years with the pandemic and in my part of the country, Los Angeles, they appear to be adjusting well to the ever evolving threat. Moreover, consumers have adopted the technology, behavior, and in-store safety rules that curtail the risks of in-person shopping. However, all these measures are only effective if consumers and retail employees follow pandemic protocols in all of their public and personal behavior. The retail industry can be the pathfinder in navigating pandemic safety, but ultimately it's the community that bears the responsibility.
  • Posted on: 01/03/2022

    Are Nike’s Member Days loyalty’s future?

    Loyalty programs that seamlessly integrate to consumers behavior and habits are the future. Nike had a unique consumer cohort in place with sneaker heads, and they have tapped into the culture and provide an asset to the established behavior of a consumer group.
  • Posted on: 12/22/2021

    Should Nordstrom spin off Nordstrom Rack?

    The article lists reasons why activist shareholders want to spin off Rack but it misses the consumer perspective. How do consumers view Nordstrom Rack vs Nordstrom? How do consumers view the Rack vs TJX Cos., Ross Stores and Burlington Stores? Are core consumers the same at the Rack and the aforementioned off-price retailers? I agree that something has to be done when sales are down, but I doubt the answer is to become indistinguishable from all the other dedicated off-brand retailers.
  • Posted on: 12/22/2021

    Kraft offers reimbursements for cream cheese stockouts

    It's a very clever promotion to change the narrative on a negative brand experience for consumers. When circumstances, regardless of cause, adversely affect a brand, the last thing marketers should do is remain silent. Control the narrative, empathize with consumers and bring them along in the road to recovery.
  • Posted on: 12/07/2021

    Dollar General’s Popshelf expansion shifts into high gear

    It’s smart positioning with broad appeal and a potential game changer in consumer purchase behavior of holiday décor. It is also a concept that’s relatively simple to imitate, so I understand the ramped-up launch is needed to protect the brand and establish a wide footprint. Moreover, the footprint, along with proper social and digital marketing will be critical to appeal to mass merchandiser costumers.
  • Posted on: 11/12/2021

    Will Americans give the gift of nothing this holiday?

    Yes and no. Yes because for the foreseeable future, the holiday season will not be business as usual. Our lifestyles have changed, priorities, social occasions, and even gift giving occasions. So, if the retail business model, the point of difference and reason to be in the consumer's life has not been modified to meet the current reality, the retailer should be concerned. And no, retailers should not be concerned if they have been paying attention to consumers. It's a great opportunity to utilize more e-commerce, new gift giving ideas, or capitalize on all the emerging consumer's needs or wants.
  • Posted on: 11/11/2021

    Do retailers get how social holiday shopping has become?

    At this stage, "keeping up" with social and digital marketing indicates you are way behind. All data demonstrates that profitable consumers -- those with the longest purchasing life -- favor digital and social influences to initiate a purchase. The purchasing cycle begins at the customer's screen, and if a retailer wants to persuade consumers to visit their store and consider purchasing, they need to engage the consumer at the beginning of the purchase funnel (customer's screen) and stay with them all through the stages of the funnel, which is overwhelmingly digital. "Digital first" should be the strategy of the majority of retail categories. It's the backbone of contemporary marketing plans and it allows for innovation not possible in the past. Retailers need to provide sales associates with the tools to sell digitally beyond brick & mortar locations and allow them to become influencers in the purchase funnel.
  • Posted on: 11/10/2021

    Retailers want more time to comply with COVID-19 vaccine and testing protocols

    No and no. The pandemic is not new and is far from over, and it is precisely due to the expected surge in holiday traffic and labor shortages that we need safety rules. It's not a legal or political issue, it's a work health and safety issue. At this stage in the course of the COVID pandemic, retailers know or should know of the risk exposure to their employees if health and safety precautions are not followed. Would lawsuits from employees exposed to COVID at the workplace be a more compelling reason for following ETS?

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