Carlos Arambula

About

Brand and growth marketer with experience spanning global CPG and corporate brands through to healthcare/pharma and financial services. Known for consumer-insight-led repositioning and measurable, digital-first acquisition (notably CTV), plus executing U.S. market entry and scaling distribution into major retailers and pharmacies within months.

Key Strengths

• Led global brand repositioning for Pedigree across regions, balancing global consistency with local market threats (science brands) and shifting consumer sentiment
• Strong consumer-insight-driven messaging pivots (e.g., Pedigree to emotionally resonant 'every dog is a champion')
• Built U.S. market entry strategy for Bedoyecta, reframing away from 'vitamin' associations to 'recharge to 100%' based on research
• Demonstrated rapid, broad distribution wins (Walmart, Target, Kmart, top national pharmacies, club stores, Amazon within 6 months)
• Data-driven acquisition channel scaling using CTV with measurable impact (reported ~40% of daily verified visits and ~11% average daily conversions for Rize CU over recent period)
• Practical attribution systems across channels (influencer coupon codes; tracking visits, sales, repeat/ancillary purchases)
• Cost optimization in influencer programs by tying rewards to attributable performance and reducing product comping/sponsorship waste
• End-to-end brand consistency frameworks covering every touchpoint (customer service scripts, sales talking points, packaging, vehicles, corporate values)

Reference Highlights

• Excellent at creating, building, and evolving brands
• Strong brand positioning capability
• Curious
• Creative
• Strong intuition
• Analytical
• Critical thinker
• Data-driven; loves data and information
• Turns data into actionable insights
• Strategic in competitive markets
• Very hands-on end-to-end (ideation through execution)
• Big-picture oriented while task-focused
• Effective team leader and collaborator
• Appreciates cross-functional dependencies for successful launches
• Successfully launched and expanded a multilingual campaign leveraging brand heritage
• Led multiple line extensions and new product development initiatives
• Exceptional leader compared to other agency executives
• Highly strategic and insight-driven
• Analytical and fact-based decision-making
• Strong at adapting positioning while maintaining brand consistency
• Delivered highly successful in-market results above expectations
• Produced award-winning, highly memorable advertising
• Natural curiosity and strong drive for business success
• Excellent listener; open to others’ input
• Enthusiastic idea contributor; builds on current thinking
• Thorough in evaluating channels and audience fit
• Closes decisions and moves forward when needed
• Strong post-implementation learning orientation
• Hands-on executor in addition to leading teams
• Excellent communication skills
• Strong team-building and relationship-building
• Good judgment and prioritization (knows what to chase vs. not)
• Earned high respect from client teams and senior management
• Acts as an accelerator; makes the whole greater than the sum of the parts
• Pleasant to work with; positive team presence
• Brings clarity when projects drift
• Strong at aligning teams around the key customer insight
• Strategic foresight on where acquisition is heading
• Proactive in identifying emerging channels early (CTV)
• Pairs strategy with hands-on execution
• Moves quickly to get tests live
• Independent operator who doesn’t wait for others to execute
• Consistently converts experiments into usable learning
• Steady and clear with leadership
• Keeps discussions focused on decisions over debate
• Builds trust quickly
• Listens first and clarifies fast
• Communicates in a way that reduces friction

Experience

Education

Awards

• PR News 2023 Platinum Award Winner for new product introduction

Skills

Languages

Memberships

• Western States American Advertising Association (Minority Advertising Training (MAT)) - Board of Directors Vice President