From Juice to Gen Z: CMO Ariela Nerubay Talks Jumex Hard, Odwalla’s Revival and Leading with Cultural Insight
…You have to continuously educate yourself. You can’t grow if you’re stagnant. I’m a professor as well as a CMO because I believe I can’t teach what I don’t know. Every new generation comes with different questions and challenges, and that forces me to keep learning, researching, and updating my skill set. Staying current is essential…
I had the pleasure of talking with Ariela Nerubay. Ariela is a Mexican-born marketing executive whose career has spanned the media, retail, and consumer goods industries, with a particular emphasis on multicultural strategy, brand development, and the evolving role of marketing in social impact. She serves as Chief Marketing Officer at Grupo Jumex, USA where she is leading efforts to extend the legacy Latin American beverage brand into customer segments and product categories.
Her recent work at Jumex reflects a blend of brand heritage and innovation. One of her key projects is the launch of Jumex Hard, the company’s first alcoholic beverage — an attempt to reimagine a nostalgic juice brand through an adult lens. The challenge, she has said, lies in balancing the brand’s family-oriented roots with new consumer expectations in the alcoholic beverage category. A parallel initiative under her leadership involves the revival of the Odwalla brand, focusing on clean-label formulations and emotional consumer connections, particularly among Millennials and Gen Z.
In recent years, Nerubay has also expanded into authorship and advocacy. Her 2024 award winning book,” Not Pausing, Redefining Women After Forty” aims to shift cultural narratives around menopause and create a community space for women over 40. The book, which has garnered several awards and strong sales on digital platforms, is part of a larger platform she is building to address the educational and social gaps in how society approaches aging and gender.
A graduate of Universidad Iberoamericana in Mexico City, Nerubay also holds an MBA from California State University, Long Beach, and has completed two executive education programs at Harvard Business School, and most recently half a dozen courses at Cornell. She lives in Long Beach, California, with her family, and remains an outspoken advocate for humane immigration reform, greater inclusion in corporate leadership, and consumer-centric marketing strategies that account for cultural nuance.
Yitzi: Ariela, it’s so nice to meet you. Before we dive in deep, our readers would love to learn about your personal origin story. Can you share the story of your childhood and how you grew up?
Ariela: Oh my goodness. I grew up in Mexico City, a wonderful place to grow up. My parents came from — well, I always used to hear they came from Russia and Poland, but apparently, they were actually from Ukraine. It’s interesting how, as you grow up, you start to really learn about your origins.
Growing up in a community that was very European and literally nestled in the heart of Mexico City was amazing because I became very bilingual and bicultural. That way of living really shaped me. When I moved to the U.S., I started calling myself an “EEAL.” I made up that acronym — Eastern European American Latina — because I feel like that mix really defines me. I’m very much a Latina in how I was raised, with the values of the society I was part of, but my belief system comes from my heritage and religious background.
Then coming to America, I adopted a lot of the American way of life and its practicality. So, I’m kind of this interesting blend of multiculturalism. And I think because of that, I ended up becoming the person I am today — focusing on multicultural marketing, teaching it, and trying to create spaces where people respect one another’s origins.
That’s why I really like your question. My origin story is about embracing differences, being understanding of them, and showing respect for where people come from.
So, going back to my story — Mexico City, which was a wonderful place to grow up, filled with rich culture, color, music, and food. All of that helped shape who I am today. I miss it, I really do. There’s a lot about Mexico that I miss, especially the sense of community. There, it’s not just about you as an individual — it’s about the village that surrounds you.
I think in America, things tend to be a bit more self-centered, while many cultures outside the U.S. are more collective in nature. I’m definitely one of those people who connects with that collective mindset.
Yitzi: So, tell us the next chapter. What’s the story behind your successful career as a CMO?
Ariela: So, I’ve always believed in smart work — not just hard work, but smart work. I think it’s really about putting your time where it’s impactful and meaningful. A lot of my friends started their careers at the same time and in the same places I did, but many of them spent so much time working really hard without getting to where they wanted to be.
For me, I’ve always been very intentional about how I spend my time. I kind of see my day broken into a four-quadrant grid: high effort, high impact; high effort, low impact; low effort, low impact; and low effort, high impact. I try to stay on the side where the impact is. I want to make an impact. I don’t mind working really hard if the outcome matters. And if it’s low effort with high impact — that’s a no-brainer.
But I cut out or set aside a lot of activities, relationships, or work that don’t lead to the impact I want to make. I think by staying focused on impact, I’ve been able to show my bosses and colleagues that they can count on me. When I take on a project, it gets done on time, on budget, and it gets done right — because I focus all my energy on what really matters.
Yitzi: You probably have some amazing stories from your very textured and fascinating career. Can you share with our readers one or two stories that most stand out in your mind from your professional life?
Ariela: Wow. Okay. So actually — oh my god — so many. Let me think which one I want to pick. I think crisis management has really been front and center over the past decade. How you show up in moments of crisis really shows what you’re made of.
One instance that comes to mind is during COVID, and I’m sure a lot of people have stories about that time because it tested us on so many different levels. For me, it was especially hard because I’m asthmatic, and I’ve always been terrified of anything related to my lungs. So it was a tough time health-wise, but also mentally — dealing with the unknown and the stress that came with it.
At the time, I worked for a very conservative company that only shut down for the two months of the official lockdown. The moment that was lifted, we were brought back to the office — no vaccines, no real protections or clear guidelines at first. Eventually it became, “Okay, wear your mask and keep your distance,” but at the start, it was chaos.
The way I handled it was by finding a space that felt authentic to me and to my concerns. I set up my workspace and structured my tasks in a way that didn’t interfere with how leadership wanted to handle things but still worked for me personally. I still showed up to the office, but I conducted all my meetings online and made it very clear that social distancing was important to me.
I think it’s so important that when you’re in a work environment with values that differ from your own, you still set boundaries. You have to be brave enough to be the only one in the room wearing a mask. And when I say that, I don’t just mean during COVID. Being the only one in the room wearing a mask can apply to life in general.
If you’re the only one doing something different — standing out — you’re making a statement that says, “I have a belief system that’s different from everyone else here.” And while I’m showing up and respecting everyone else, I also have to respect myself. I have to stick to what matters to me, find that balance between fitting in and staying true to who I am.
So, I’d say the biggest challenge I’ve experienced at work was being the only one in the room wearing the mask — literally and metaphorically. Even after COVID, I’ve often found myself still wearing that invisible mask, leading my life authentically and believing in causes that aren’t always popular. But I continue to stand up for what I believe in, while still being respectful to those who don’t see things the same way.
That mindset applies to customer service, operations and management, corporate culture — all of it. I always stand for what I believe is right, but I do it with respect for others and for the different values they bring to the table. And through it all, I stay true and authentic to who I am.
Yitzi: It’s been said that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake that you made when you were first starting as a CMO, or as a journalist, or in another part of your career — and the lesson you learned from it?
Ariela: Yeah, actually, I have a pretty recent one. One of the values I hold most dear is humility — being able to accept that I’m not always right. And I think when you’re a CMO and you’ve worked your way to the top after decades in your career, it’s really easy to start thinking you’re the only one with the right answer.
Right now, we’re gearing up to launch a new product that’s meant to replace a consumer ritual that’s been around for a very long time. When I first saw the product, which was recommended by corporate, I had some concerns. I thought, “Wait a minute — there’s a whole ritual around how people use this type of product, and you’re trying to replace it with something that’s more efficient?” I believed that by focusing on efficiency, we were taking away the charm of that ritual.
So I pushed back. I said, “Look, I know you want to invest in this, but I don’t think we’ve done enough research. I personally don’t think it’s going to resonate. Would you let me test it with consumers, get their feedback, and see how they engage with it?”
Honestly, I went into the research thinking, “Yeah, this isn’t going to work.” But then we held the focus groups — and the results completely surprised me. Consumers were actually really excited about the product. That ritual I was so concerned about? Turns out they weren’t doing it because they loved it, but because they didn’t have other options. This new product gave them a fresh, better way of doing things.
What I loved about the whole experience was the process of being willing to test my assumptions. I came in thinking I was right, but once I found out I was wrong, I also uncovered a bunch of ways we could improve the product even further. Consumers said, “We love it, we prefer it — but here are a few things that could make it even better.”
So, it wasn’t necessarily a mistake in execution, but more of a mistaken perception. And the biggest takeaway for me was how important it is to stay open, to stay humble, and to be willing to say publicly, “I’m glad I was wrong.” I’m glad we validated the idea, and now we have a product that’s not only going to be successful, but is also better because of that learning process.
Yitzi: We love hearing stories where somebody who’s a bit further ahead opens up a door or creates an opportunity and that changes somebody’s career trajectory. Can you share a story where either someone did that for you at the beginning of your career, or where you did that for someone else?
Ariela: Absolutely. Well — both, actually. I’ve always been really blessed to have amazing people — especially men, I have to say — who’ve opened doors for me, mentored me, and trusted me. That trust put me in positions of power and opportunity, which has allowed me to do the same for others.
I’ve always been very intentional about elevating women in the workplace, along with minorities and diverse voices — the people who are often “the mask wearers in the room,” those who stand out for being different.
There’s one particular story that stands out, and it’s pretty recent. There was a woman who had been the assistant to the president of the company for several years. She hadn’t really found a path forward into a career, but through working with her, she mentioned that she had an interest in marketing. She said, “I would love to help you — can I just support you in any way?”
What really struck me was that she raised her hand. She offered to use her own time to explore a new potential career path. So, I started giving her marketing initiatives and small projects. She would come back with incredible ideas — creative, thoughtful, and full of insight. It became clear that she had so much to offer, talent that no one else had noticed.
After about a year of working with her and seeing how capable she was, I went to the president and said, “I want your assistant.” He was shocked and said, “What? Nobody takes my assistant!” And I said, “Well, I’m going to — because she’s smart, she’s capable, and I believe in her potential.”
It sent a few shockwaves through the company — after all, I was literally taking the president’s right hand — but he agreed. I took her under my wing, trained her, mentored her, and promoted her. Within four years, she completely took off. She landed a role at an amazing company and is now leading teams.
The day she left, she told me I was the person who changed everything for her — that I had pulled her out of a secretarial role with no real future and helped her build an actual career.
That’s just one story, but there are many others. I think I have an eye for talent, and I love discovering those hidden gems — people no one else is looking at, but I see them. I pay attention.
Yitzi: It’s a beautiful story. What has been the most challenging role you’ve taken on and why?
Ariela: Oof. The most challenging role… I have to say, it’s the one I’m in now. I used to think my previous role was the toughest — dealing with media backlash, consumer backlash, and handling crisis management on a daily basis. That was definitely intense.
But now that I’m at Jumex, this role has taken things to another level. We’re a small team, but we’re incredibly powerful because the pipeline of innovation — new products, new initiatives — is massive. With very limited resources, limited time, and really high expectations, I’d say this is one of the biggest challenges I’ve taken on in my career.
It’s tough because of the sheer volume of work that needs to get done just to meet our goals. But at the same time, working with a beloved brand like Jumex makes it so much more rewarding. These products we’re bringing to market are getting embraced quickly, and as a marketer, that’s a dream. It makes the job easier when you’re working with a brand that has strong equity and emotional connection with its consumers — when it goes beyond just a transaction.
That’s the kind of marketer I am. I believe in building relationships — whether it’s with customers, employees, associates, vendors, or partners. To me, it’s all about connection. I always say, my goal is to be hired out of my job. If I’ve done my job well, you shouldn’t have to spend a dime on marketing, because I’ve built a brand that lives in the heart and mind of the consumer.
If we’re still spending a lot on advertising, it means the brand isn’t fully there yet. For me, success is when the brand speaks for itself — when people think of it first without even needing to see an ad.
Yitzi: That’s brilliant. So can you give us some specifics about the exciting new projects you’re working on? Whatever you’re allowed to share, tell us.
Ariela: Yeah! So, the first big project I started working on back in September is the launch of Jumex Hard, which is Jumex’s first alcoholic beverage.
What makes this project so interesting — and challenging — is that Jumex is such a deeply rooted family brand. If you grew up in Mexico or in Latin America, Jumex was likely the juice sitting on your table at breakfast. Mango nectar, guava nectar — these are flavors that are part of our culture. I grew up drinking it, and now, like many others, I give it to my own kids.
So when we moved to the U.S., we brought those traditions with us. We pass them down — feeding our children the same juices we grew up with. Brand choice is often emotional. It’s tied to our upbringing. For many of us, Jumex is a brand our grandparents gave to our parents, our parents gave to us, and now we’re giving it to the next generation.
Now imagine that same brand saying, “Here’s an alcoholic version.” That’s where the challenge lies — this brand that’s always been so wholesome, so family-focused, now entering the adult beverage space. How do you introduce something like that while still respecting the emotional connection people have to it?
That’s been my focus — positioning this product in a way that makes sense to the consumer. We launched in six markets back in September, and we’re preparing for a major expansion soon. Once that happens, my job will be to keep reinforcing the message that this drink is your childhood favorite, reimagined for adulthood.
It’s still early in the journey since it’s not available everywhere just yet — but very soon, it will be. And when it is, I want people to see it as fun and nostalgic, but also something entirely new.
The second exciting project is Odwalla. Odwalla is such a beloved brand — it’s been around since the ‘80s — and we’re introducing brand-new line of fresh juices and smoothies.
What’s different this time is the formulation. It’s clean, simple, and made with just a handful of ingredients. No preservatives, no added vitamins, none of that extra stuff. Think of it like squeezing fruit right into a bottle — ready to pull out of the fridge and enjoy.
Our goal with Odwalla is to be the one little thing in your day that nudges you toward a healthier life. If all you do is drink one of our green juices made from cactus and oranges, that’s still a win.
This launch is really about reintroducing the brand to people who loved it — like Gen Xers and Millennials — but also opening it up to Gen Z and younger consumers who may not know it yet.
We’re entering a market where so many of our competitors feel very transactional. It’s all about “Does it have enough vitamins? Too much sugar?” There’s no emotional connection. With Odwalla, we’re doing the opposite. We’re putting the customer, not the product, at the center of everything.
So whether it’s choosing to take the stairs instead of the elevator, going on a five-minute walk, or sipping one of our juices, we want to support people in taking those small steps toward better health. That’s the positioning — being there for the little wins.
Yitzi: This is our signature question — the centerpiece of our interview. You’ve been blessed with a lot of success. Can you share what you believe are five things you need to be a highly successful CMO?
Ariela: Absolutely.
The first one: you need to be flexible. You can’t be the kind of professional who believes things have to be done one specific way or who isn’t open to new opinions or change. Work is constantly evolving. I always say, you have to be ready to adapt. Staff comes and goes, bosses come and go, companies get bought and sold, and new opportunities show up or disappear. If you’re not open to that kind of change, you’ll get stuck. So flexibility is key.
Second, you have to continuously educate yourself. You can’t grow if you’re stagnant. I’m a professor as well as a CMO because I believe I can’t teach what I don’t know. Every new generation comes with different questions and challenges, and that forces me to keep learning, researching, and updating my skill set. Staying current is essential.
Third, be relentlessly driven. It doesn’t matter how many doors you knock on that say no — you keep going until you get a yes. If someone already said no, that just means you need to go find the yes. Keep pushing. Keep moving.
Fourth, be visible. If you’re invited into a room, especially one with decision-makers, don’t sit quietly. You’ve been given a seat at the table — use your voice. Speak up. That’s how people recognize your value and your brilliance. If you don’t say anything, no one will ever know what you’re capable of.
And fifth — and this one might be the most important — be kind and be good. People want to work with nice people. There are enough jerks out there. When you’re a good, kind, and authentic person, it shines through. People are drawn to that. They want to connect with other real people, not with a curated persona or someone who feels out of reach. So be real, be human.
Those are my five: be flexible, stay educated, be driven, be visible, and be kind.
Yitzi: Earlier, you shared a bit about the importance of prioritizing our health. Can you share with our readers the self-care routines you do to help your body, mind, and heart thrive?
Ariela: Oh, that’s beautiful. So, I start every morning with a little walk around the block. It helps me connect with nature, I love nature. Just walking around the neighborhood grounds me and reminds me of what really matters.
I also draw a clear line between personal life and business. I prioritize what’s urgent. Sometimes work is the urgent thing and my family takes a back seat. Other times, it’s the opposite — family comes first and work takes a step back. I try to make sure that balance is there over time. It’s not about being perfect every day, but making sure I’m not always leaning too far in one direction.
My weekends are sacred. I try not to work on weekends unless I absolutely have to — and even then, that’s the exception, not the rule.
I also find so much joy in human connection. I’m a big host — I love having people over for dinners, parties, gatherings. That kind of interaction is so important for my mental health. I need a strong circle of friends and people I can exchange ideas with, laugh with, and be real with.
I’m part of a lot of WhatsApp groups that focus on topics I care about, and they’ve really helped me build community. Those spaces allow me to share opinions and feel supported — they’ve become safe zones for expression.
And I have to say, mental health is really important. If you have access to someone you can talk to — a doctor, therapist, coach — use that resource. There’s absolutely no shame in it. I talk a lot. That’s how I stay grounded and sane. I don’t live in a bubble — I stay very engaged with the world around me.
And last but not least, my children. They are the reason for everything I do. They bring me joy, purpose, and constant inspiration. They’re the center of my life.
Yitzi: This is our final question — our aspirational question. So Ariela, because of your great work and the platform you’ve built, you’re a person of enormous influence. If you could spread an idea or inspire a movement that would bring the most good to the most people, what would that be?
Ariela: Well, I’m actually trying to do that — and it has nothing to do with work. This is something very personal that I started. I wrote a book a year ago focused on menopause. It’s called Not Pausing, and it’s meant to create a platform where women over 40 can feel seen, heard, and included.
As I’ve said, community building and creating a village around shared experiences is really important to me. So the movement I want to launch — well, that I’ve already started with this book — is aimed at every woman in the world over 40.
The book’s been really well received. It’s won several awards and is doing great on Amazon, which I’m grateful for. But I know I need to invest more time in amplifying the platform itself. I want to change the conversation — and even the name — around menopause. It’s such a terrible word.
We need to shift the perception of women after 40, and also focus on education. Women should be better prepared for this life stage, which, yes, can be physically challenging — but also incredibly mentally liberating.
Yitzi: Ariela, how can our readers continue to follow your work? How can they support you in any possible way?
Ariela: If you want to support me, just follow me on LinkedIn at https://www.linkedin.com/in/arielanerubay/ You can also visit my website at www.notpausing.com . If you’re a woman over 40 — or if you’re a man, tell the women in your life: your partner, your friend, your sister. And yes, LinkedIn is the main platform I use to share my ideas, so thank you for asking.
Yitzi: It’s been so nice to meet you. I learned a lot from our conversation. I hope we can do this again next year.
Ariela: Thank you, Yitzi. I really appreciate the opportunity.
From Juice to Gen Z: CMO Ariela Nerubay Talks Jumex Hard, Odwalla’s Revival and Leading with… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.