Overview
Name: Ernesto Reyes
Current Role: Performance Marketing
Company: CALPAK
Location: Los Angeles, CA, USA
LinkedIn: [Ernesto Reyes - CALPAK](https://www.linkedin.com/in/ernesto-reyes-40359b21)
Professional Role and Responsibilities
Ernesto Reyes holds a performance marketing position at CALPAK, a company specializing in travel goods and lifestyle products. He is described as being at the forefront of digital marketing innovation, with a specialization in e-commerce growth. His responsibilities likely include developing, managing, and optimizing performance marketing campaigns across digital channels to drive revenue and customer acquisition. Reyes’s expertise encompasses search engine marketing, paid social, and analytics-driven strategies based on reference to his robust skill set.
Education
- Bachelor of Science (B.S.) in Accounting
- Institution: California State University, Northridge
- Years Attended: 2000–2005
CALPAK – Company Snapshot
- Industry: Retail (Travel Goods & Accessories)
- Headquarters: Los Angeles, CA, USA
- Estimated Annual Revenue: $13.7 million
- Estimated Revenue per Employee: $204,300
- Number of Employees: 67 (_employee count grew by 24% last year_)
- Notable Team Members:
- Roy Kwon – VP, Business Operations
- Lynn Nguyen – Director, Acquisition
- Greg Moss – Executive Director, Operations and Supply Chain
- Arthur Wong – Director, Growth
- Sean F. – Director, Sales (US)
- Yaron Bart – Product Development Manager
- Blaire Paiso – Senior Social Media Manager
- Anthony O. – Human Resources Manager
- Abigail Clemons – Senior Sales Operations Coordinator
Recent Company Growth:
CALPAK experienced a significant 24% increase in employee headcount over the past year, indicating rapid scaling and ongoing investment in organizational capacity.
Brand Positioning:
CALPAK aims to bring unique utility and playful spirit to journeys both every day and far away, indicating a brand identity that values both function and style in travel products.
Competitive Landscape:
CALPAK competes with companies such as Rally Auto Group, RockTape, and Home Farmer, with revenue figures among competitors ranging from $3.3M (Cali and York) to $813.3M (Lakeshore Learning). The company’s revenue and employee base position it as a mid-size competitor in the retail travel goods segment.
Digital Marketing Focus
Ernesto Reyes is characterized as a leader within the digital marketing innovation space, specifically targeting e-commerce growth for retail products. His marketing strategy is data-driven, likely leveraging analytics and performance measurement to optimize campaign budgets and conversion rates. Given CALPAK’s significant growth in both headcount and revenue, Reyes’s contributions likely play a key role in driving online sales and brand visibility.
His background in accounting further reinforces data literacy, enabling effective budget management and ROI-focused decision making within marketing operations.
Location and Market Context
- Operating Location: Los Angeles, CA – a major hub for retail, e-commerce, and digital media.
- CALPAK’s market is both DTC (direct-to-consumer) and potentially wholesale, focused on consumers planning travel, commuting, or seeking lifestyle accessories.
Strategic Considerations
The combination of rapid company growth, a strong digital marketing orientation, and the competitive mid-market positioning suggest that CALPAK is actively investing in customer acquisition and brand differentiation. Ernesto Reyes’s experience in scaling e-commerce environments and his accounting background support a highly analytical and results-focused marketing approach, prioritizing channels and tactics that drive measurable revenue growth.
Key Actionable Insights:
- Ernesto Reyes is a high-impact decision influencer in performance marketing at CALPAK, with substantial experience in e-commerce scale-ups.
- CALPAK’s rapid staff growth and mid-seven-figure revenue level point to expansion initiatives and increased marketing sophistication.
- Positioning, messaging, and partnership opportunities that emphasize performance metrics, conversion optimization, and analytics-driven results are likely to align with both Reyes’s professional focus and CALPAK’s current business trajectory.
