Arcade1Up Bolsters Leadership Team

New marketing, partnerships and sales executives support growing business.
License Global

July 22, 2022

Arcade1Up logo.
Arcade1Up logo.Arcade1Up

Arcade1Up has announced three new additions to the company’s senior leadership team to support its growth, expanded product offerings and global expansion. Tom Lyons, Adriana Vila Soto and Chris Cardenas have been hired as chief marketing officer, senior vice president, marketing and strategic partnerships and vice president of sales respectively, rounding out the senior team for the leader in at-home retro arcade game entertainment.  

As the chief marketing officer of Arcade1Up, Lyons oversees marketing and brand strategy, digital marketing, e-commerce, creative, strategic partnerships, communications and social media. Prior to joining Arcade1Up, he served as head, creative solutions at Code3. Lyons has over 20 years of experience on the agency side, working with brands from American Express, to GoDaddy and Chipotle. He was executive vice president, innovation at Deutsch for five years, before starting digital performance creative at both HYFN and Code3.  

With more than 18 years of experience

in integrated marketing, media and business development, Vila Soto joins Arcade1Up as senior vice president, marketing and strategic partnerships driving the company’s partnerships and collaborations with leading sports and entertainment brands. Most recently, Vila Soto served as the multicultural partnership lead on business development for the Miami Dolphins and Hard Rock Stadium. Prior to the Dolphins, Vila Soto held senior-level marketing positions at WorldRemit, Univision Communications and TEAM Enterprises, among others.    

Cardenas joins Arcade1Up as vice president, sales from TCL North America, where he served in the same role for the last four of his eight years at the company. Prior to that, Cardenas served in pivotal sales roles for Toshiba. Cardenas brings more than 20 years of sales leadership and will lead Arcade1Up’s award-winning sales team, focusing on scaling the business and providing service to the company’s long-standing retail partners, while also growing Arcade1up’s internal sales team to increase its brick-and-mortar and online footprint.  

“Arcade1Up is at a pivotal growth stage with exciting and innovative products in the works with long-standing valued partners.,” says Scott Bachrach, chief executive officer, Arcade1Up. “Adding these new positions to our senior team really is a milestone and I’m thrilled that Tom, Adriana and Chris have joined our team.”  

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