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_usaTwitter (X): @icuracaoFacebook: CuracaoUSATikTok: @curacaousaAbout ArielaAs the EVP and Chief Marketing Officer at Curacao retail stores, Ariela Nerubay hasbeen instrumental in driving the company's business strategy, brand positioning, andonline 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 ledthe 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 customerexperiences, streamlining creative production processes, and promoting a culture thatprioritizes customer-centricity, data-driven decision-making, and agility. Drawing fromher extensive experience in entertainment, startups, and retail, Ariela has played apivotal role in transforming Curacao from a traditional retailer to a digital-forward brand.Currently, Ariela is focused on designing and implementing Curacao's marketingtechnology stack, which aims to provide hyper-personalized customer experiencesthrough first-party data enrichment. Additionally, she has created and leads thecompany's first Customer Advocacy Group, which is dedicated to evaluating andimproving both on and offline customer journeys. Ariela also serves as the leader ofCuracao's Community Foundation.With over 20 years of experience in marketing, Ariela is an award-winning executivewho specializes in targeting the multicultural consumer. She has worked with severalesteemed brands, including Wal-Mart, Comcast, Allstate, Univision Communications,The Walt Disney Company, Fox Studios, and Sony Pictures. During her tenure at thesecompanies, Ariela has been responsible for spearheading marketing efforts aimed atreaching the U.S. Hispanic customer.In addition to her role as CMO at Curacao, Ariela also serves as an adjunct professor atUSC's Marshall School of Business and Annenberg School of Communication andJournalism. She is also a member of the Board of Trustees at the Boys and Girls ofAmerica, 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 atThe Walt Disney Studios, where she led the multicultural strategy for several filmsincluding the re-launch of the Star Wars franchise. She also spent 12 years at UnivisionCommunications, where she held multiple senior executive positions, including GeneralManager of Univision Cable Networks. In this role, she built the marketing departmentfrom scratch and was responsible for leading channel distribution sales, public relations,advertising sales promotions, B2C and B2B advertising, and marketing efforts for fiveSpanish language music and movie cable networks.Under Ariela's leadership, her marketing departments received more than 24 industryawards, including NAMIC's (National Association for Multi-Ethnicity in Communication)Excellence in Multicultural Marketing Awards, The Cablefaxies, and CTAM's (Cable andTelecommunications Association of Marketers) Golden Palm and CTAM Mark Award.Ariela herself has been recognized for her work with a "Luminary" award by the NationalAssociation for Multi-Ethnicity in Communication, a "Successful Latinas in BusinessAward" in the Media and Communications category by the National LatinaBusinesswomen Association and was selected as one of the Most Influential Minoritiesin Cable by Cable Fax Magazine.Before joining Univision, Ariela worked for six years on the agency side of U.S. Hispanicadvertising and PR efforts for several Fortune 500 companies, including Miller BrewingCompany, Allstate Insurance, Washington Mutual Bank, Comcast, Adelphia, Cox,Charter, Time Warner, and HBO. Prior to that, she served as a marketing specialist forWal-Mart headquarters in Mexico City, where she was a member of the team thatlaunched Walmart's first private label credit card in Mexico.Ariela's broad expertise encompasses the entire marketing landscape, from client andagency to media.Ariela lives with her husband and three daughters in Long Beach, California.
Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career. Michael 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 Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.Rethink Retail has recognized Michael as one of the top global retail experts for the fourth year in a row, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.