{"id":2512,"date":"2025-08-08T10:20:41","date_gmt":"2025-08-08T10:20:41","guid":{"rendered":"https:\/\/overlineconsulting.com\/?post_type=insight&p=2512"},"modified":"2025-08-08T10:25:23","modified_gmt":"2025-08-08T10:25:23","slug":"data-diversity-and-disruption-ariela-nerubay-cmo-of-grupo-jumex-unpacks-her-playbook-for-driving-brand-growth","status":"publish","type":"insight","link":"https:\/\/overlineconsulting.com\/insight\/data-diversity-and-disruption-ariela-nerubay-cmo-of-grupo-jumex-unpacks-her-playbook-for-driving-brand-growth\/","title":{"rendered":"Data, Diversity, and Disruption: Ariela Nerubay, CMO of Grupo Jumex, Unpacks Her Playbook for Driving Brand Growth"},"content":{"rendered":"\n
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\n Data, Diversity, and Disruption: Ariela Nerubay, CMO of Grupo Jumex, Unpacks Her Playbook for Driving Brand Growth <\/h1>\n \n
\n By: <\/strong>Viviana Toro, Head of Marketing <\/div>\n \n <\/div>\n <\/div>\n\n \n <\/div>\n \n <\/section>\n\n\n\n\n\n\n

In an era of cultural complexity, digital lives, and rapidly evolving consumer expectations, legacy brands face a critical challenge: how to innovate without compromising their core values. <\/p>\n\n\n\n

On this episode of the Time for a Reset Marketing Podcast<\/em>, host Tiffany Wilburn, Global Marketing Strategy Practice Lead at Overline, sits down with Ariela Nerubay, Grupo Jumex’s CMO, to explore what it takes to align a heritage brand for modern, multicultural audiences while remaining authentic to its legacy.<\/p>\n\n\n\n

Ariela brings over 20 years of experience at powerhouse brands such as Walmart, Disney, and Fox Studios. Now at Grupo Jumex, one of Latin America\u2019s most iconic beverage companies, she\u2019s applying that expertise to help the brand connect with new generations while honoring its core consumers.<\/p>\n\n\n\n

Marketing Beyond Industry: A Passion for Cultural Connection<\/strong><\/h3>\n\n\n\n

Ariela kicks off the conversation by emphasizing that her passion isn\u2019t tied to any one industry, it\u2019s about the art and science of marketing itself<\/em>. Specifically, she\u2019s driven by segmentation, cultural nuance, and helping consumers feel seen and heard<\/em>. <\/p>\n\n\n\n

Today\u2019s younger audiences crave brands that invite them into something bigger than a transaction. They want co-creation, and they want community.<\/p>\n\n\n\n

That belief drives her \u201cAuthentic Cultural Connection Framework,\u201d which guides Jumex\u2019s marketing across segments and platforms. The goal? <\/p>\n\n\n\n

To ensure that every consumer interaction is meaningful, personalized, and grounded in respect for individual identity and culture. It\u2019s not about marketing to demographics, it\u2019s about engaging real people with rich, multifaceted lives.<\/p>\n\n\n\n

From Childhood Favorite to Adult Beverage: Evolving the Jumex Brand<\/strong><\/h3>\n\n\n\n

One of the standout stories from the episode is how Ariela has overseen Jumex\u2019s evolution from a nostalgic childhood drink into a versatile brand that appeals to adult consumers, especially Gen Z.<\/p>\n\n\n\n

This evolution was not accidental. It began with strategic product innovation, including trendy slim cans and the introduction of alcoholic variants to match the evolving tastes of a new generation. To support the relaunch, Jumex leveraged influencer marketing and TikTok, resulting in over 12 million online interactions within just four months.<\/p>\n\n\n\n

But what makes this success story particularly compelling is the balance Ariela strikes between innovation and legacy. \u201cYou never alienate your core customer,\u201d she says. \u201cThey\u2019re the ones who\u2019ve followed you, who serve your product at their tables.\u201d Every step of the evolution preserved the brand\u2019s authenticity and cultural resonance with its loyal base.<\/p>\n\n\n\n

The Power of First-Party Data \u2014 When Done Right<\/strong><\/h3>\n\n\n\n

Another major challenge, and opportunity, Ariela tackled was Jumex\u2019s underutilized \u201cdata lake.\u201d Like many CPG companies, Jumex had access to massive amounts of first-party data, but the data was \u201cdirty,\u201d unused, and disconnected from marketing strategy.<\/p>\n\n\n\n

Over the course of seven years, Ariela led a comprehensive modernization of the company\u2019s data infrastructure. Her team turned the polluted data lake into a revenue-generating asset by integrating AI, enriching data sets, and building powerful segmentation engines for email and loyalty programs. <\/p>\n\n\n\n

The results? <\/p>\n\n\n\n

Sharper targeting, more relevant campaigns, and exponential performance improvements. This digital hygiene highlights a vital truth for today\u2019s marketers: It\u2019s not just about having data. It\u2019s about organizing, enriching, and activating<\/em> it in a way that delivers value to both the brand and the consumer.<\/p>\n\n\n\n

Cross-Cultural Brand Expansion: Speak Their Language, Literally<\/strong><\/h3>\n\n\n\n

As Jumex expanded from a Hispanic-focused brand to the broader mainstream market, Ariela implemented a Cross-Cultural Brand Expansion Framework. The idea is simple in theory but powerful in execution: Stay consistent in brand values and messaging, but adapt the delivery method<\/em> to meet diverse audiences where they are.<\/p>\n\n\n\n

This involves understanding how different communities evolve linguistically, economically, and geographically, and then adjusting marketing strategies accordingly. It also means being intentional about how the brand shows up in multiple languages, regions, and platforms.<\/p>\n\n\n\n

The result? <\/p>\n\n\n\n

Jumex is growing beyond its original niche without losing the authenticity that made it beloved in the first place. And it\u2019s doing so in a way that respects the complexity and beauty of multicultural identity.<\/p>\n\n\n\n

Real-World Marketing: Get Out from Behind the Desk<\/strong><\/h3>\n\n\n\n

While data and digital tools are essential, Ariela is quick to point out that they can\u2019t replace human interaction.<\/p>\n\n\n\n

In a digital age, marketers can fall into the trap of relying solely on dashboards and metrics. However, some insights only emerge from being in the field,<\/em> observing how products are bought and used, listening to customer stories, and analyzing cultural patterns in real-life situations. Ariela encourages her team to spend time in stores, talk to real consumers, and reconnect with the human side of marketing.<\/p>\n\n\n\n

This blend of digital sophistication and human empathy is what enables Jumex to build campaigns that perform and resonate with their audience. <\/p>\n\n\n\n

Key Takeaways for Modern Marketers<\/strong><\/h3>\n\n\n\n

Ariela Nerubay\u2019s leadership offers a compelling model for brand marketers facing disruption, fragmentation, and changing consumer dynamics. Her approach blends technology with cultural sensitivity, strategy with soul, and data with real-world empathy.<\/p>\n\n\n\n

Here are a few takeaways from the episode:<\/p>\n\n\n\n

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  • Authenticity is non-negotiable.<\/strong> Consumers can sense when brands are just checking boxes.
    <\/li>\n\n\n\n
  • Modernize your data, don\u2019t just collect it.<\/strong> Clean, enriched, and AI-activated data fuels smarter, more informed decisions.
    <\/li>\n\n\n\n
  • Your core customer is your compass.<\/strong> Innovation should never come at the cost of loyalty.
    <\/li>\n\n\n\n
  • Cultural nuance drives connection.<\/strong> One-size-fits-all messaging is a thing of the past.
    <\/li>\n\n\n\n
  • Nothing replaces real-world insights.<\/strong> The best data often comes from conversations, not spreadsheets.
    <\/li>\n<\/ul>\n\n\n\n

    Tune In and Align Your Brand Strategy<\/strong><\/h3>\n\n\n\n

    If you\u2019re a marketer navigating evolution at a legacy brand, multicultural segmentation, or first-party data activation, this episode is packed with insights you won\u2019t want to miss.<\/p>\n","protected":false},"author":7,"featured_media":0,"template":"","meta":{"_acf_changed":false,"content-type":""},"insight-type":[10],"class_list":["post-2512","insight","type-insight","status-publish","hentry","insight-type-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/overlineconsulting.com\/wp-json\/wp\/v2\/insight\/2512","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/overlineconsulting.com\/wp-json\/wp\/v2\/insight"}],"about":[{"href":"https:\/\/overlineconsulting.com\/wp-json\/wp\/v2\/types\/insight"}],"author":[{"embeddable":true,"href":"https:\/\/overlineconsulting.com\/wp-json\/wp\/v2\/users\/7"}],"wp:attachment":[{"href":"https:\/\/overlineconsulting.com\/wp-json\/wp\/v2\/media?parent=2512"}],"wp:term":[{"taxonomy":"insight-type","embeddable":true,"href":"https:\/\/overlineconsulting.com\/wp-json\/wp\/v2\/insight-type?post=2512"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}