Rethinking Ethnic & Modern Retail Marketing with Ariela Nerubay, EVP & Chief Marketing Officer at LA Based Curacao Retail
Something different on the podcast for this episode: Meet Ariela Nerubay, EVP & Chief Marketing Officer at Curacao retail stores, a fellow 2024 ReThink Retail Top Retail Expert and leader in ethnic and modern marketing strategies and tactics. You might not recognize the LA-based retail stores she leads, but the insights, challenges and opportunities translate well on the mic and across the border.
- Curacao website: https://icuracao.com/
- Instagram: @icuracao_usa
- Twitter (X): @icuracao
- Facebook: CuracaoUSA
- TikTok: @curacaousa
About Ariela
As the EVP and Chief Marketing Officer at Curacao retail stores, Ariela Nerubay has
been instrumental in driving the company's business strategy, brand positioning, and
online expansion efforts. Since joining, the company has experienced an impressive 10-
30% YoY growth in both customers and sales. Over the past five years, Ariela has led
the charge in repositioning the Curacao brand and expanding its target audience,
resulting in the attraction of new customer segments and increased scalability.
Ariela's efforts have included designing programs aimed at improving customer
experiences, streamlining creative production processes, and promoting a culture that
prioritizes customer-centricity, data-driven decision-making, and agility. Drawing from
her extensive experience in entertainment, startups, and retail, Ariela has played a
pivotal role in transforming Curacao from a traditional retailer to a digital-forward brand.
Currently, Ariela is focused on designing and implementing Curacao's marketing
technology stack, which aims to provide hyper-personalized customer experiences
through first-party data enrichment. Additionally, she has created and leads the
company's first Customer Advocacy Group, which is dedicated to evaluating and
improving both on and offline customer journeys. Ariela also serves as the leader of
Curacao's Community Foundation.
With over 20 years of experience in marketing, Ariela is an award-winning executive
who specializes in targeting the multicultural consumer. She has worked with several
esteemed brands, including Wal-Mart, Comcast, Allstate, Univision Communications,
The Walt Disney Company, Fox Studios, and Sony Pictures. During her tenure at these
companies, Ariela has been responsible for spearheading marketing efforts aimed at
reaching the U.S. Hispanic customer.
In addition to her role as CMO at Curacao, Ariela also serves as an adjunct professor at
USC's Marshall School of Business and Annenberg School of Communication and
Journalism. She is also a member of the Board of Trustees at the Boys and Girls of
America, where she is involved in the Impact and Youth of the Year Committees.
Prior to joining Curacao, Ariela served as Vice President of Multicultural Marketing at
The Walt Disney Studios, where she led the multicultural strategy for several films
including the re-launch of the Star Wars franchise. She also spent 12 years at Univision
Communications, where she held multiple senior executive positions, including General
Manager of Univision Cable Networks. In this role, she built the marketing department
from scratch and was responsible for leading channel distribution sales, public relations,
advertising sales promotions, B2C and B2B advertising, and marketing efforts for five
Spanish language music and movie cable networks.
Under Ariela's leadership, her marketing departments received more than 24 industry
awards, including NAMIC's (National Association for Multi-Ethnicity in Communication)
Excellence in Multicultural Marketing Awards, The Cablefaxies, and CTAM's (Cable and
Telecommunications Association of Marketers) Golden Palm and CTAM Mark Award.
Ariela herself has been recognized for her work with a "Luminary" award by the National
Association for Multi-Ethnicity in Communication, a "Successful Latinas in Business
Award" in the Media and Communications category by the National Latina
Businesswomen Association and was selected as one of the Most Influential Minorities
in Cable by Cable Fax Magazine.
Before joining Univision, Ariela worked for six years on the agency side of U.S. Hispanic
advertising and PR efforts for several Fortune 500 companies, including Miller Brewing
Company, Allstate Insurance, Washington Mutual Bank, Comcast, Adelphia, Cox,
Charter, Time Warner, and HBO. Prior to that, she served as a marketing specialist for
Wal-Mart headquarters in Mexico City, where she was a member of the team that
launched Walmart's first private label credit card in Mexico.
Ariela's broad expertise encompasses the entire marketing landscape, from client and
agency to media.
Ariela lives with her husband and three daughters in Long Beach, California.
About Michael
Michael is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and media entrepreneur. He has been on the front lines of retail industry change for his entire career. He has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Secure conference with leaders from The Gap and Kroger talking about violence in retail stores, keynotes on the state & future of retail in Orlando and Halifax, and at the 2023 Canadian GroceryConnex conference, hosting the CEOs of Walmart Canada, Longo's and Save-On-Foods Canada. Michael brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.
Michael also produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in North America, Remarkable Retail,
Canada's top retail industry podcast; the Voice of Retail; Canada's top food industry and the top Canadian-produced management independent podcasts in the country, The Food Professor, with Dr. Sylvain Charlebois.
Rethink Retail has recognized Michael as one of the top global retail influencers for the fourth year in a row, Coresight Research has named Michael a Retail AI Influencer, and you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.
Available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state of the retail industry in Canada and the U.S., and the future of retail.
Fler avsnitt från "The Voice of Retail"
Missa inte ett avsnitt av “The Voice of Retail” och prenumerera på det i GetPodcast-appen.