Ariela Nerubay is an award-winning marketing executive with a 25+ year career focused on multicultural consumers. She has led marketing efforts for renowned brands such as Univision Communications, Grupo Televisa, The Walt Disney Studios, Comcast, and Allstate, targeting U.S. Hispanic and multicultural audiences. In addition to her role as CMO, Ariela is an adjunct professor at USC’s Marshall School of Business and the Annenberg School for Communication and Journalism. She also serves on the Board of Advisors for Glober AI, a SaaS platform that leverages the power of LLMs and proprietary models to adapt content to segmentation nuances.
Recently, in an exclusive interview with Digital First Magazine, Ariela shared her professional trajectory, insights on diversity and inclusion, personal hobbies and interests, future plans, words of wisdom, and much more. The following excerpts are taken from the interview.
Hi Ariela. What inspired you to pursue a career in marketing? How did you get your start in this industry?
Marketing has been a passion of mine for as long as I can remember. I’ve always admired iconic brands like Coca-Cola and Disney, whose names alone evoke strong emotions in people. Marketing is the art of shaping an idea in consumers’ minds—defining what a brand is and how it makes them feel when they use, wear, or drink it. Brands can become so powerful that people use them to communicate their own identities and boost their confidence. I’m fascinated by the psychology behind brand building and how it influences people’s perceptions and attitudes.
What do you love the most about your current role?
I am a brand builder and rebuilder. As a CMO, I work with brands aiming to expand into new markets, re-build, reposition, or modernize legacy brands, or even create new ones from scratch, turning them into recognized household names. I love mapping out the brand journey—from the initial concept to the final desired outcome: brand love.
What are the three major trends you foresee in your industry in the next 12 months?
First, AI will be a critical tool for increasing productivity and efficiency. It will allow for the creation of customer personas to test ideas, concepts, products, and creative materials without needing real-world research participants. Second, social media will continue to be the go-to vehicle for reaching scalable micro-segments. Finally, we will see a shift away from mainstream, total-market strategies towards culturally relevant, hyper-personalized segmentation approaches informed by zero-party data.
Can you please tell us about your book? What made you choose this topic?
As a brand marketer, I love challenges, especially when it involves rebranding a controversial subject. Menopause is a life stage that desperately needs rebranding—from something surrounded by shame and silence to one of reinvention and continued growth. My book’s final chapter proposes a new name for menopause, with a rationale and a live link for readers to voice their support for the new term.
What are your thoughts on diversity and inclusion in your field? How important is it to have authentic conversations with leaders, professionals, and changemakers to create more acceptance across the globe?
As a diverse, multicultural marketer, I am a strong advocate for diversity and inclusion in every field. As I tell my students, DEI is not just a “nice to have”—it’s a corporate necessity that drives innovation. Diversity of thought sparks new ideas, products, and perspectives. A lack of diversity in leadership stifles creativity and progress.
Is there a particular person you are grateful for who helped get you to where you are?
I am grateful to all the amazing mentors who have supported me throughout my career. They’ve sponsored, referred, educated, empowered, inspired, and believed in me. It’s not just one person—there are dozens of people who have played a role in my journey, and I’m deeply grateful to each of them.
What does the term “authentic leadership” mean to you?
Authentic leadership means showing up as your true self. It’s about not having to think twice before sharing your thoughts out of fear of being judged. It involves honoring your background, uniqueness, and journey to offer your company, staff, and colleagues the best of who you are, while making a positive impact.
What are some of your passions outside of work? What do you like to do in your time off?
I love nature—it’s healing for me. I often retreat to the mountains, where I spend hours in silence, soaking in the beauty and magnificence of the natural world. Boating is another passion. Despite not knowing anything about it, I bought a boat and taught myself how to navigate it. Now, I go out to the lake every summer.
What is your biggest goal? Where do you see yourself in 5 years?
I’m currently preparing to transition into board service. My goal is to join a couple of corporate or private boards, where I can contribute by offering strategic oversight and guidance, helping drive growth and create shareholder value, rather than focusing on day-to-day operations.
What advice would you give to someone considering a career in marketing or who has just entered the field?
If you want to become a CMO, focus on building the largest toolkit possible. Don’t specialize too early—expose yourself to every facet of marketing. Work for a small ad agency to learn every aspect of advertising, spend time at a PR agency, and eventually move to the brand side. The broader your experience, the more valuable you’ll become. Don’t stay at one company for more than five years, and always keep your business connections active—your network is your net worth.