In episode 440 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Ariela Nerubay, executive vice president and chief marketing officer at Curacao, a department store chain and retail lender that services underserved U.S. communities on the West Coast. Listen in as Nerubay provides an overview of the company (0:50), discusses the services and products provided by Curacao (2:15), details its high-touch in-store customer experience (4:05), and offer insights into her role within the company and professional background (5:45). She also discusses Curacao's loyalty program (7:25) as well as its digital presence and marketing efforts (8:40).
In addition, Nerubay discusses Curacao's brick-and-mortar expansion and experiential store strategies (10:35), potential future store locations as its customer base grows (14:30), and how authentic customer connection manifests itself throughout the business (16:35). Lastly, she shares advice for other brands that want to create a community with their customers (20:45), identifies the business opportunities that she's most excited about this year (21:45), and explains Curacao's mission to empower its customer community (23:05).
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 percent 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. 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. 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.
