Get to know
Sam Arellano

Sam Arellano

Sam Arellano

Sam Arellano

Sam Arellano

Fractional CMO / Creative Director

Fractional CMO / Creative Director

Fractional CMO / Creative Director

Fractional CMO / Creative Director

Brand architect. Design thinker. Continuous learner. Sam is an accomplished
brand building CMO. Resume includes Canndescent, Takeya, and Giant Bicycles.

Brand architect. Design thinker. Continuous learner. Sam is an accomplished
brand building CMO. Resume includes Canndescent, Takeya, and Giant Bicycles.

Brand architect. Design thinker. Continuous learner. Sam is an accomplished brand building CMO. Resume includes Canndescent, Takeya, and Giant Bicycles.

Brand architect. Design thinker. Continuous learner. Sam is an accomplished brand building CMO. Resume includes Canndescent, Takeya, and Giant Bicycles.

Sam is an accomplished executive and award-winning accelerator of lifestyle brands. He’s created and produced globally recognized campaigns for some of
the world’s leading brands including Nike, Red Bull, and Incase. A career sales and marketing specialist, Sam’s 20-year work history spans sporting goods, men’s contemporary apparel, and most recently legal cannabis.


Prior to establishing ABC Brand / Design, Sam was Chief Marketing Officer at CANNDESCENT – an ultra-premium, luxury cannabis house of brands where he served as executive team member jointly responsible for the transformation and turnaround of its $35M cultivation and distribution business. Day-to-day, Sam served as hands-on leader responsible for new product development, sales, and marketing.


Before CANNDESCENT Sam served as interim Chief Brand Officer for LUMOS LABS – a Hong Kong based startup and manufacturer of the world’s first smart bicycle helmet. In 2018 LUMOS LABS was recognized by TIME Magazine as the world’s best invention for technology and mobility. Sam is responsible for the pitch that secured placement in 300+ APPLE retail stores.


In 2013 Sam served as Global Head of Marketing for GLOBE INTERNATIONAL (ASX: GLB) – a publicly traded $150M Australian surf and skate company where he opened a dozen wholly-owned retail stores around the world. Additionally, Sam drove the execution of North American marketing that increased sales 14% YoY.


In 2006 Sam co-founded GRAPHITE BRAND DESIGN – a Los Angeles based creative agency focused on luxury goods, contemporary fashion, and street culture. During his four years leading GRAPHITE, Sam secured major account wins including Agency of Record for leading Apple accessories brand, INCASE, where he was instrumental is securing worldwide retail placement.


Today Sam serves as advisor to ICAN California Disabilities Network – a government supported adult skills and employment agency for the mentally and physically challenged. In his free time, Sam enjoys tennis, running, and hot yoga. Sam and family reside in the South Bay of Los Angeles.

Sam is an accomplished executive and award-winning accelerator of lifestyle brands. He’s created and produced globally recognized campaigns for some of the world’s leading brands including Nike, Red Bull, and Incase. A career sales and marketing specialist, Sam’s 20-year work history spans sporting goods, men’s contemporary apparel, and most recently legal cannabis,


Prior to establishing ABC Brand / Design, Sam was Chief Marketing Officer at CANNDESCENT – an ultra-premium, luxury cannabis house of brands where he served as executive team member jointly responsible for the transformation and turnaround of its $35M cultivation and distribution business. Day-to-day, Sam served as hands-on leader responsible for new product development, sales, and marketing.


Before CANNDESCENT Sam served as interim Chief Brand Officer for LUMOS LABS – a Hong Kong based startup and manufacturer of the world’s first smart bicycle helmet. In 2018 LUMOS LABS was recognized by TIME Magazine as the world’s best invention for technology and mobility. Sam is responsible for the pitch that secured placement in 300+ APPLE retail stores.


In 2013 Sam served as Global Head of Marketing for GLOBE INTERNATIONAL (ASX: GLB) – a publicly traded $150M Australian surf and skate company where he opened a dozen wholly-owned retail stores around the world. Additionally, Sam drove the execution of North American marketing that increased sales 14% YoY.


In 2006 Sam co-founded GRAPHITE BRAND DESIGN – a Los Angeles based creative agency focused on luxury goods, contemporary fashion, and street culture. During his four years leading GRAPHITE, Sam secured major account wins including Agency of Record for leading Apple accessories brand, INCASE, where he was instrumental is securing worldwide retail placement.


Today Sam serves as advisor to ICAN California Disabilities Network – a government supported adult skills and employment agency for the mentally and physically challenged. In his free time, Sam enjoys tennis, running, and hot yoga. Sam and family reside in the South Bay of Los Angeles.

Sam is an accomplished executive and award-winning accelerator of lifestyle brands. He’s created and produced globally recognized campaigns for some of
the world’s leading brands including Nike, Red Bull, and Incase. A career sales and marketing specialist, Sam’s 20-year work history spans sporting goods, men’s contemporary apparel, and most recently legal cannabis.


Prior to establishing ABC Brand / Design, Sam was Chief Marketing Officer at CANNDESCENT – an ultra-premium, luxury cannabis house of brands where he served as executive team member jointly responsible for the transformation and turnaround of its $35M cultivation and distribution business. Day-to-day, Sam served as hands-on leader responsible for new product development, sales, and marketing.


Before CANNDESCENT Sam served as interim Chief Brand Officer for LUMOS LABS – a Hong Kong based startup and manufacturer of the world’s first smart bicycle helmet. In 2018 LUMOS LABS was recognized by TIME Magazine as the world’s best invention for technology and mobility. Sam is responsible for the pitch that secured placement in 300+ APPLE retail stores.


In 2013 Sam served as Global Head of Marketing for GLOBE INTERNATIONAL (ASX: GLB) – a publicly traded $150M Australian surf and skate company where he opened a dozen wholly-owned retail stores around the world. Additionally, Sam drove the execution of North American marketing that increased sales 14% YoY.


In 2006 Sam co-founded GRAPHITE BRAND DESIGN – a Los Angeles based creative agency focused on luxury goods, contemporary fashion, and street culture. During his four years leading GRAPHITE, Sam secured major account wins including Agency of Record for leading Apple accessories brand, INCASE, where he was instrumental is securing worldwide retail placement.


Today Sam serves as advisor to ICAN California Disabilities Network – a government supported adult skills and employment agency for the mentally and physically challenged. In his free time, Sam enjoys tennis, running, and hot yoga. Sam and family reside in the South Bay of Los Angeles.

Sam is an accomplished executive and award-winning accelerator of lifestyle brands. He’s created and produced globally recognized campaigns for some of
the world’s leading brands including Nike, Red Bull, and Incase. A career sales and marketing specialist, Sam’s 20-year work history spans sporting goods, men’s contemporary apparel, and most recently legal cannabis.


Prior to establishing ABC Brand / Design, Sam was Chief Marketing Officer at CANNDESCENT – an ultra-premium, luxury cannabis house of brands where he served as executive team member jointly responsible for the transformation and turnaround of its $35M cultivation and distribution business. Day-to-day, Sam served as hands-on leader responsible for new product development, sales, and marketing.


Before CANNDESCENT Sam served as interim Chief Brand Officer for LUMOS LABS – a Hong Kong based startup and manufacturer of the world’s first smart bicycle helmet. In 2018 LUMOS LABS was recognized by TIME Magazine as the world’s best invention for technology and mobility. Sam is responsible for the pitch that secured placement in 300+ APPLE retail stores.


In 2013 Sam served as Global Head of Marketing for GLOBE INTERNATIONAL (ASX: GLB) – a publicly traded $150M Australian surf and skate company where he opened a dozen wholly-owned retail stores around the world. Additionally, Sam drove the execution of North American marketing that increased sales 14% YoY.


In 2006 Sam co-founded GRAPHITE BRAND DESIGN – a Los Angeles based creative agency focused on luxury goods, contemporary fashion, and street culture. During his four years leading GRAPHITE, Sam secured major account wins including Agency of Record for leading Apple accessories brand, INCASE, where he was instrumental is securing worldwide retail placement.


Today Sam serves as advisor to ICAN California Disabilities Network – a government supported adult skills and employment agency for the mentally and physically challenged. In his free time, Sam enjoys tennis, running, and hot yoga. Sam and family reside in the South Bay of Los Angeles.

Inspiration

Inspiration

Inspiration

Inspiration

  • "How you do anything, is how you do everything" - Unknown

    "How you do anything, is how you do everything" - Unknown

    "How you do anything, is how you do everything"
    - Unknown
    "How you do anything, is how you do everything"
    - Unknown
  • "The main tenet of design thinking is empathy for the people you're trying to design for. Leadership is exactly the same thing –building empathy for the people that you're entrusted to help." - David Kelley, Ideo

    "The main tenet of design thinking is empathy for the people you're trying to design for. Leadership is exactly the same thing –building empathy for the people that you're entrusted to help." - David Kelley, Ideo

    "The main tenet of design thinking is empathy for the people you're trying to design for. Leadership is exactly the same thing –building empathy for the people that you're entrusted to help."
    - David Kelley, Ideo
    "The main tenet of design thinking is empathy for the people you're trying to design for. Leadership is exactly the same thing –building empathy for the people that you're entrusted to help."
    - David Kelley, Ideo
  • "You can have reasons or you can have results, but you can't have both"

    - Jim Thorpe, Olympian

    "You can have reasons or you can have results, but you can't have both"

    - Jim Thorpe, Olympian

    "You can have reasons or you can have results, but you can't have both"

    - Jim Thorpe, Olympian

    "You can have reasons or you can have results, but you can't have both"

    - Jim Thorpe, Olympian

  • "It's remarkably easy to become a prisoner of your own point of view, particularly if you've been successful. Regularly challenge your business definition by finding a few radical thinkers to force you out of your comfort zone. Challenge your business definition before others do."
    - Austin McGhie, Brand is a Four Letter Word

    "It's remarkably easy to become a prisoner of your own point of view, particularly if you've been successful. Regularly challenge your business definition by finding a few radical thinkers to force you out of your comfort zone. Challenge your business definition before others do."
    - Austin McGhie, Brand is a Four Letter Word

    "It's remarkably easy to become a prisoner of your own point of view, particularly if you've been successful. Regularly challenge your business definition by finding a few radical thinkers to force you out of your comfort zone. Challenge your business definition before others do."
    - Austin McGhie, Brand is a Four Letter Word

    "It's remarkably easy to become a prisoner of your own point of view, particularly if you've been successful. Regularly challenge your business definition by finding a few radical thinkers to force you out of your comfort zone. Challenge your business definition before others do."
    - Austin McGhie, Brand is a Four Letter Word

  • "If you don't have time to do it right, when will you have time to do it over?" - John Wooden

    "If you don't have time to do it right, when will you have time to do it over?"
    - John Wooden

    "If you don't have time to do it right, when will you have time to do it over?" - John Wooden

    "If you don't have time to do it right, when will you have time to do it over?" - John Wooden

  • Schedule an Introduction

    Schedule an Introduction

    Start a Project

    Start a Project

Press

Press

Press

Press

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What clients say

What clients say

Insights for Brand Builders™

Actionable ideas to help you reach, recruit, and retain more customers.