We Advance the Vision of Entrepreneurs


Arena is invested in your success. 






The Arena Group exists to advance the vision of consumer products entrepreneurs. Let us help reduce risk and accelerate growth. Whether you need help across the United States or specifically at Walmart, we have a solution that can drive breakthrough results.



Building healthy organizations at Arena Inc. and Happy Egg



I am a Senior Level CPG Sales Director and retail enthusiast. I have over 11 years of account management experience with the last 6 specific to CPG. I have built relationships with merchants from Walmart and Sam's Club to PetSmart and Tractor Supply across various categories from Pets to Sporting Goods and others in between. I approach relationships and account management through active listening, retail problem solving, info-centric sales strategies, and respect for the individual. My non-traditional CPG background equips me with a unique collection of experiences (in finance, digital and technology, branding and marketing, business management, and product development) that affords me the ability to understand and approach account management from a comprehensive viewpoint, not just selling in the next item.

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Dan Arnsperger

CEO and Founder

Dan oversees the vision of The Happy Group Inc., which encompasses The Happy Egg Co. and Arena. He brings 20 years of experience in go-to-market strategy, branding, business development and executive management to the enterprise. Dan and his wife Catherine have three sons. He enjoys spending time with his family, reading, sports, and finding ways to compete in every area of life.

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Ben Cashion

Chief Operating Officer

Ben brings his love of strategy and leadership to the role of Chief Operating Officer at Arena, after 15 years experience in and around the retail industry. His professional development has been greatly influenced by authors such as Patrick Lencioni, James Clear and Brené Brown. Ben, his wife Louise, and their three children enjoy hiking to their favorite waterfalls around the state and fishing the surrounding streams and rivers.

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Clay Goforth

Sales Director

Clay leads a sales team in their efforts to deliver incredible results for the businesses they serve. He brings over 12 years of experience in successful national selling strategies, brand development and team management to his role. Clay, his wife Lori, and their five daughters live outside of Fayetteville. Clay enjoys tea parties, fishing, motorcycles and “tractor time” on their small family farm.

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Shara McMurtrey

Sales Director

Shara leads a sales team at Arena, backed by 30 years’ experience in sales and marketing. After her first career in IT, she joined the retail vendor world helping businesses succeed through excellence in analytics, category management and sales across various categories. Shara has a BSBA in Accounting from the University of Arkansas. She loves living in Bentonville, raising her two daughters.

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Eric Martin

Sales Director

Eric has more than 12 years sales experience and leads a sales team. He values relationship building, analytics, story-telling and consistency. He understands how to build a successful business—bringing his fresh perspective and desire to win. Eric has a BSBA in Accounting from the University of Arkansas. He lives in Bentonville with his wife Leah and their wo daughters. He enjoys traveling, sports, and the outdoors.

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Garrett Peters

Director, Strategic Partnerships

Garrett brings strong retail expertise to the Arena team earned over 8+ years sales experience to Walmart & Sam’s Club. He has managed a wide range of brands in his career across multiple categories and is passionate about helping brands succeed. Garrett & his wife Stephanie have three rambunctious sons and live in Fayetteville. They enjoy all things sports, the Hogs and being outside.

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Scott Godwin

National Account Manager

Scott is a strategic sales leader who is customer focused, and passionate about building brands and delivering results at retail. He has managed businesses in the CPG industry for 10 years at the national level. Scott, his wife Karli and two kids, Elle and Brooks, reside in NWA. In his free time, he enjoys hunting, fishing and calling the Hogs.

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Shannon Barrowcliff

Senior Account Manager

With a diverse background in higher education and business, Shannon assists the Sales Directors in multiple ways, including in sales, analytics, retail strategy, project management, and marketing. She also leads several small and mid-sized brands as they grow their business at Walmart. Shannon and her husband, Mark, live in Lowell with their two dogs, Edmund and Murphy.

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Jessica Alexander

Senior Analyst

Jessica provides meaningful insights and data solutions to help shape the strategy of her client businesses. She has 10 years of analytics experience in CPG categories, including personal care, OTC pharmacy, impulse, home and grocery. Jessica has a BA in Communications - Public Relations from the University of Wisconsin, Stevens Point. She lives in Rogers with her husband and three sons.

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Clayton Bell

Account Coordinator

Clayton brings experience across multiple areas in ecommerce project management, logistics & transportation management, and sales to the Arena team. When he’s not working he’s usually hanging out with his girlfriend Kelsey and dog River.

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Sarah Ladd

Account Coordinator

Sarah is an Account Coordinator for our Sales team, having started her career with Arena as a summer intern. She provides analytical work, strategic sales planning and internal business reporting. When she is not at work, she attends the University of Arkansas. Sarah will complete her final year with a degree in Marketing and Business Analytics.

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Jenna Moore

Office Manager

Jenna supports the Arena team as office manager. She values creating meaningful relationships and experiences for our team and visiting clients. Jenna has a degree in Hospitality Management from Missouri State University. She is a self-proclaimed foodie, enjoys traveling internationally, discovering new coffee shops, reading and the outdoors.


Understanding Walmart's On-Time, In-Full Mandate in Today's World

July 9, 2020

COVID-19 has shaped and affected every sector of business. When it comes to retail, panic buying has placed an enormous strain on supply chains and turned inventory management upside down.

How Lifestyle Changes are Shaping Retail in the Age of COVID-19

June 23, 2020

According to Nielsen reports, shopper behavior is similar across many states despite varying guidelines for reopening businesses. Online shopping is still king with 50% more buyers each week

13 Tips to Help You Prepare for Virtual Meetings

May 26, 2020

Virtual meetings are the new normal for people around the globe. Over the past few months, our team has learned a lot about preparing and executing a successful online conference call. Here's the