Carlos Arambula

VP of Marketing, FluidLogic

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: 12/07/2022

    Are ads causing shoppers to lose faith in Amazon search results?

    It's a shopping site. Advertising and competition are par for the course.
  • Posted on: 12/07/2022

    Aldi UK vs. Lidl (Germany) match up in the RetailWire Christmas Commercial Challenge

    They are very different commercials. One is about the brand, the other is a retail message. Aldi's brings the branding with memorable characters from previous years. There's an established connection with consumers; if they continue with this concept, it will become a Christmas tradition. Lidl's spot is interesting and relevant to consumers. Lidl does an excellent job of offering consumers the relaxed and joyful season we all want. However, it misses badly in branding and the occasion. Change the logos and it can be anyone's spot. Change the wardrobe and it can be an easter spot.
  • Posted on: 12/07/2022

    Will persistent theft compel Walmart to raise prices or close stores?

    Large retail stores are organized chaos; there are many variables and only a few of them are in control of the store. Reducing prices is Walmart's consumer promise -- it needs to be a constant, so that's a given. In regards to theft prevention, I believe the industry will deliver best practices since the theft increase is not unique to Walmart, and it's already forcing some retailers to take drastic measures.
  • Posted on: 10/10/2022

    ‘Special day’ promotions can give retailers the distinction they need

    Promotions that feel customized to the consumer will always lead to higher returns simply because of the targeted nature of the discount. Couple the practice with loyalty programs to increase the perception of exclusivity and grow your core consumer loyalty along with their shopping baskets.
  • Posted on: 09/16/2022

    Were Crazy Eddie’s commercials pure genius or insanely awful?

    The often imitated, but hardly replicated approach stopped working decades ago. The crowded, shouting persona also represented a retail location that's crowded, disorganized, with past year's electronic models, and dishonest. The ads were memorable because of the chaotic nature of their content, but ultimately they became more memorable than effective.
  • Posted on: 09/02/2022

    Will Americans get started earlier or later this year on their Christmas shopping?

    I don't know if it will be an early or later issue. I believe it will be a longer holiday shopping season based on the unknown variables of the coming months. Manufacturers are still having supply issues, and a substantial volume of consumers in several categories have completely changed their shopping behavior. Promotions always plays a role in shopping behavior and is one variably the manufacturer and retailer can control. My recommendation is to include contingencies in your holiday plans and adjust as needed.
  • Posted on: 08/17/2022

    Have restaurant meals become a better deal than food from grocery stores?

    I believe consumers will shift more disposable income to restaurants and not just because it can be a better deal. The pandemic has shifted our consumer behavior, and since more customers have used restaurant food delivery systems in the last three years than ever before, it is now part of our culture. Convenience is a big motivation in delivery and take-out, so long as restaurants are able to meet customers' expectations, they can mitigate price increases.
  • Posted on: 08/17/2022

    Should The Body Shop be mobilizing voters?

    The campaign is organic to Body Shop's brand so it makes sense. Other brands with similar attributes can get away with similar campaigns. Ultimately, it's encouraging young people to vote, not directing who to vote for, so I don't think this is controversial at all. Today's youth is more engaged in activism, even if it's passive engagement, so Body Shop's messaging is going to get attention and engagement.
  • 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.

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