PROFILE

Brand Strategy and Executive Leadership in The United States, Europe, Russia and Asia (mainly China and Japan); developing successful 360 degree and digital campaigns for some of the world’s most respected marketers and brands, including: Nike, adidas, IKEA, Red Bull, Burger King, McDonald’s, Salomon, Motorola, NBC Universal, and Coke.

Since then, I started rgc (Rothman Global Consulting), which focuses on Brand Strategy and Creative for brands looking to maximize their global potential.

PROFESSIONAL EXPERIENCE

Rothman Global Consulting (June 2012 – present)

Developed importing and marketing plan for FMCG drinks brand launching in Russia

Chaired the team that opened a marketing company in Shanghai.

Tasked with understanding/negotiating with agencies in developing markets (China, Eastern Europe).

Headed up strategy and creative (including digital) for a fast food restaurant launching in Arizona

Owner, The Creative Factory (TCF), Moscow (March 2005 - January 2012)

A local creative boutique, TCF became the first Russian agency to ever win a global brand (LD cigarettes for Japan Tobacco). Grew TCF into a multimillion dollar business that resulted in the agency being purchased by Saatchi & Saatchi Russia.

Launched Burger King in Russia. Within a year BK Russia had the highest average store sales in the world.

Created a global brand strategy and identity from scratch for LD cigarettes, implemented that strategy in over 35 markets, and saw sales improved by 10% YOY

Launched SyFy channel in Russia for NBC Universal

Developed Nike six-year brand and communication strategy culminating with the World Cup 2018 to be held in Russia.

Created a running event for Nike, the first time ever in Russia, with the goal of recruiting 5,000 young runners to take part in a 5K run. The result exceeded expectations and we ended up having 12,000 participants.

Developed and oversaw a ‘360 degree global best practice’ for IKEA

Other clients include: Burger King, Nike, Uniqlo, JTI (LD Global), John Deere, Red Bull, The President of the United States of America, Tele2 and IKEA

Client Service Director, DDB Russia (2002-2005)

Overseeing a team of 25, my job goal was to make DDB Russia a more creative agency and thus grow the business.

Raised the profile of DDB Russia from 10th most creative agency to 3rd within the first year.

Created the campaign voted the Best in Russia for Megafon (#3 Telecom Brand).

Launched Tuborg Green (beer). Exceeded expectations for sales in the first year by 200% (in a market crowded with over 60 beer brands)

Oversaw brand portfolios for: McDonald’s, Liquid Plummer, Henkel, Volkswagen

Marketing Director Softgoods, Salomon, Boulder, CO (2000-2002)

Led all aspects of creation of the Global Marketing Platform and product stories for Footwear and Apparel. Sold these platforms into each market in order to maximize their sales.

Created consumer-relevant stories and tools to introduce new footwear technology

Led the team that successfully launched Salomon Apparel

Reported to Global Marketing Director based in Annecy, France

Account Director, Leagas Delaney; San Francisco, CA and London, UK (1997-2000)

Account and Strategic Head for adidas USA (Soccer, Training, New York Yankees and Team Sports), and Account Head for Salomon and Goodyear (from the London office)

Led the team that won a Gold Lion in Cannes for the adidas/NY Yankees campaign

Led the team that won a Clio for adidas Women’s World Cup Soccer campaign

Developed a cross-cultural program so that employees can experience different cultures by working in different offices in different countries.

Account Manager, Wieden & Kennedy; Portland, Oregon (1996-1997)

Account Management responsibilities for Nike Running and Soccer categories.

Account Manager, DDB Chicago; Chicago, Illinois (1994-96)

Account Management responsibilities on General Mills (Wheaties brand)

Account Manager, Jack Levy Associates; Chicago, Illinois (1993-94)

Account management responsibilities for Pizza Hut Midwest Region.

Account Executive, Ross Roy Advertising; Detroit, Michigan (1992-93)

Account management responsibilities for Kmart, Builder’s Square and Sports Authority

EDUCATION

BS, Business Administration, University of Colorado at Boulder

LANGUAGES

Russian

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