In episode 440 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Ariela Nerubay, chief marketing officer and digital transformation evangelist 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).
Ariela Nerubay is chief marketing officer responsible for business strategy, brand positioning and online expansion efforts for Curacao retail stores. For the past five years, she has led Curacao’s brand repositioning and target expansion efforts that scaled the business by attracting new customer segments. She designed programs to deliver better customer experiences, streamlined creative production processes to reduce friction and cost, and championed a culture that’s customer-centric, data-driven, and agile. Leveraging her 25-plus years of experience across entertainment, startups, and retail, Nerubay has helped transform Curacao from a traditional retailer to a digital-forward brand. She’s also adjunct professor at USC’s Marshall School of Business and Annenberg School of Communication and Journalism and serves on the Board of Trustees Pacific Region for the Boys and Girls Clubs of America, where she’s a member of the Impact and Youth of the Year Committees.
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