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Arcade1UP Levels Up Leadership Team with Key New Hires

Arcade1Up New Hires

Pictured above from left to right: Tom Lyons – Chief Marketing Officer,  Adriana Vila Soto – SVP, Marketing and Strategic Partnerships, Chris Cardenas Vice President of Sales


Arcade1Up has announced three new hires 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, SVP, 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. 


“Arcade1Up is at a pivotal growth stage with exciting and innovative products in the works with long-standing valued partners.” said Scott Bachrach, CEO, Arcade1Up, on the new hires. “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.”  


As the CMO of Arcade1Up, Lyons oversees marketing and brand strategy, digital marketing, eCommerce, creative, strategic partnerships, communications and social media. Prior to joining Arcade1Up, he served as Head of 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, to help them build their brand and leverage digital media and content to drive growth. He was EVP of Innovation at Deutsch for five years, before starting digital performance creative at both HYFN and Code3. 


With over 18 years of experience in integrated marketing, media and business development, Vila Soto joins Arcade1Up as SVP, Marketing & 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 of Sales from TCL North America, where he served in 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 over 20 years of sales leadership and will now lead Arcade1Up’s award-winning sales team. He will focus on scaling the business and providing world class 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. 


Additional information about the company and its products can be found at