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Chief Marketing Officer

Marketing & Sales

I create clarity from complexity. I turn ambiguity into purpose. I elevate teammates. I leave businesses better than I find them. 

I'm an accomplished, entrepreneur-minded executive and award-winning accelerator of lifestyle brands. Highly creative, global brand builder for B2C and B2B organizations seeking growth in omni-channel retail. Influential leader and collaborator, effective at creating cross-functional efficiencies and inspiring teams to success. Dynamic sales and marketing expert skilled at crafting traditional and non-traditional go-to-market strategies, integrated marketing campaigns and sustainable business practices at scale.

The world's first smart bicycle helmet that integrates front and rear lights, hard brake, and turn signals into a single cohesive whole. www.lumoshelmet.co

Led the transformation of the Takeya hydration business (23% increase in sales), increased shareholder value and grew EBITDA 110% YOY. Manager of OEM customers - LULULEMON, ADIDAS, TITLEIST and LIFETIME FITNESS.
• Restructured sales organization including hiring/firing agencies and reps; implemented sales and marketing strategies that created new distribution opportunities in excess of $30M; Sales lead for TARGET, BEST BUY, NORDSTROM, BARNES & NOBLE, TJ MAX, HOMEGOODS, MARSHALLS
• Delivered 30% year over year growth at TARGET; improved gross margin to 48%; created product innovation engine to achieve 4X growth at TARGET (3 years)
• DIGITAL MARKETING - increased ROAS 200%; improved SEO 45%; achieved 60K monthly unique visits; grew database 71%; improved conversion rate by 215%
• ECOMMERCE - increased web sales by more than 225%; grew total Ecommerce (including AMAZON) business by more than 90% in 10 months
• Crafted authentic brand strategy to reach "hydration enthusiasts"; served as chief creative architect for brand refresh; conducted search/hired creative agency - achieved 30% reduction in annual expense

Chief Brand Officer

Brand strategy, digital marketing and ecommerce for emerging lifestyle brands. www.arellanobrandco.com

Managing Director 

Led international cross-functional go-to-market teams, drove the
execution of sales and marketing plans that increased sales 14% YOY. Served as new business leader to key accounts in specialty surf, premium boutiques and department stores including URBAN OUTFITTERS, CITADIUM, BEAMS and AMERICAN RAG.
• Led the global rebrand (identity, imagery, media strategy) that reinvigorated Globe at core retail
• Implemented Center of Excellence resource team for global marketing and creative; rolled out and educated global team members in NA, APAC, EMEA on protocol and procedure for new marketing operations
• Managed and directed global creative teams including a mix of internal staff, external photographers, videographers, editors and creative agencies
• Served as Executive Producer for Surfer Poll Movie of the Year - Strange Rumblings in Shangri-La; Managed event teams and production staff for 25 international film premieres - including the World Premiere at the U.S. Open
• Owned NA multi-channel sales and marketing plans - increased sales 14% YOY
•  Spearheaded the development and launch of a fully optimized global website, doubled unique visits to 40K+
•   Executed targeted lead generation campaigns on FACEBOOK and INSTAGRAM; generated 20K+ leads
•   Implemented CRM, audience segmentation and customer lifecycle management to nurture 100K database
•   Grew social media followership 300%+

Vice President Global Marketing

Agency of Record for Incase three consecutive years. Served as creative marketing director responsible for the ideation, planning and execution of brand building marketing campaigns for clients in action sports, consumer electronics, apparel and fashion, . Select Clients: NIKE, RED BULL, ROXY, GIANT BICYCLES, TOYOTA, MTV
INCASE
• Senior marketer responsible for driving the exponential growth of contemporary fashion and active lifestyle markets, $10M in revenue.
• Directed digital sales collateral and seasonal presentations for APPLE, BEST BUY, and TARGET resulting in 25% greater on-wall representation than the nearest competitor; worth $80M+ in revenue.
• Established and implemented retail display and merchandising programs for APRs, contemporary majors, collegiate, and specialty retailers including NORDSTROM, BARNEY'S NEW YORK, COLETTE, and UNITED ARROWS
worth $15M+ in revenue.
• Directed the digital development, growth and maintenance of Incase social community initiatives resulting in 150% increase in followership.

Co-Founder | Managing Director

Promoted to drive the global repositioning of $825M industry best bicycle manufacturer within premium road and mountain bike categories. Additionally tasked to create program initiatives to reach the burgeoning market of recreational women riders. Global marketing leader responsible for worldwide marketing strategies and implementation of $7M annual budget. Managed global and regional teams of 15+ cross functional members.

Head of Global Marketing

Find out detailed information about Sam Arellano, Chief Marketing Officer in Los Angeles, CA

Sam Arellano: Chief Marketing Officer in Los Angeles, CA

Sam Arellano