Northwestern University - Kellogg School of Management

Northwestern University

Events  -  Experiential Marketing  -  Sponsorship  -  Brand Marketing  -  Activation  -  Sports Marketing  -  VP Marketing  -  Marketing Director  -  ex-Nike, McDonald's

Deloitte

Strategic Marketing Leader

•	Brought on to lead data-driven KPI strategy against new customer acquisition and market share during final stretch of mandatory retail registration period – achieved 125% of 1st season goal within 6 weeks, 2X new customer target in 2nd month, and 7-figure ROI within 5 months.
•	Planned, briefed, and built ATL and BTL advertising and brand / promotional creative across owned, earned, and paid media.
•	Created and directed promotions, partnerships, merchandising, design, campaigns, and events to build brand and business.
•	Evaluated, negotiated, and oversaw 3rd party and brand experiential and marketing activations across all physical retail locations.
•	Hired and managed internal team, influencers, athletes, ambassadors, media talent, agencies, and vendors across all functions.

PointsBet

Director, Retail Marketing & Activation

Recent / Current Work:
•	Willis Tower – working to build partnerships and sell 8-figure sponsorship of iconic Chicago landmark building
•	Spirit Hub – (2018–2019) acting VP Marketing working with the Founder building, brand, strategy, and team from scratch; marketing strategy; CRM (Salesforce); B2B; brand awareness and positioning; e-commerce; digital; partnerships; PR
•	Ticketmaster – partner negotiation / activation programs to drive incremental customer acquisition, brand strategy, digital asset creation, and  innovation
•	Wilson Sporting Goods – Super Bowl experiential marketing, social media, digital strategy / planning, and activation
•	Inherit Hotel Group – retail brand guidelines, hospitality loyalty programs, and brand positioning
•	TeaMarket – digital marketing strategy, e-commerce, retail development, and experiential marketing
•	Other: Facebook, GLG / Bain, United Soccer League, Wowee / Rise, ARIV, DoorDash, Sitka Salmon, Lynn Sage, Latin School, and homebloq.
•	Featured speaking engagements at SBJ, ieg, Northwestern, Loyola, Medill, Kellogg, University of Florida, Brand Innovators, PRSA, Latin School, and University of Brussels.

Working as a strategic, integrated marketing communications consultant with agencies, brands, non-for-profits, and start-ups, in marketing strategy, social media, sponsorship planning and analysis, sports marketing, data-driven solutions, activation, experiential marketing, events, business development, fundraising, angel investing, and public speaking.

Brand, Sponsorship & Experiential Marketing LLC

VP of Marketing + Founder | Events | Sponsorship | Experiential Marketing | Brand Marketing

• Elevated global marketing assignment with significant all-encompassing leadership, marketing, and sponsorship responsibilities:
   - Oversaw entire 2014 event project including international cross-functional teams.
   - Headed all on-site activity including 8 agencies, 300+ staff, and 3,500 total guests.
   - Led and sold-in consumer and employee marketing programs, social, content, data, communications, branding, ticketing, hospitality, consumer research, and event / experiential activation against global "Plan to Win" brand strategy.
   - Developed innovative content marketing program and process providing real-time social media assets from 300 brand events to 80 countries for use in digital marketing.
• Drove 2014 FIFA World Cup support and activation globally and by internal clients to record KPI levels:
   - 100% of 120 countries activated the sponsorship, the largest global promotion ever.
   - 73 countries (62% increase) bought in to the award-winning McDonald’s Player Escort Program.
   - 400% growth in repositioned millennial-targeted program.
   - #3 awareness achieved out of 67 sponsor companies globally.
   - 22% of consumers aware speak more highly of the brand, with over 50% sponsor appropriateness.
   - 1.3+ billion media impressions (98% favorable / neutral) and 6% engagement rate on social media.
   - Collaborated on additional related global brand marketing project partnerships including FIFA World Cup YouTube viral ad film, first-ever global Twitter hashtag buy, Facebook fryfutbol content marketing program, augmented reality app, and curation of art appearing on 1 billion pieces of packaging.

McDonald's Corporation

Global Head of FIFA World Cup Project - Global Brand Marketing | Experiential | Sponsorship | Events

• Supervised directly 3 agency team members plus led a portfolio of 6 consulting, advertising, and event agency resources covering activation, research, ongoing company-wide trademark approvals, and creative design.
• Provided thought leadership to key stakeholders at worldwide HQ (global marketing, brand marketing, family marketing, global brand communications, legal, as well as marketing and PR offices and their agencies in 100+ countries, to enable and facilitate marketing strategy, strategic planning, sports marketing activation, and creation of marketing and advertising materials.
• Partnered on global brand strategy development to drive retail behavior and influence brand perception in 35,000 stores.
• Guided partnership marketing opportunities on 15+ billion pieces of retail packaging annually.
• Partnered with the IOC to break the on-field sponsorship barrier leading a 4-year negotiation to create the unparalleled Olympic Moment for the McDonald’s Champions of Play program (300+ kids from 50 countries at the London 2012 Olympics).
• Equipped McDonald’s host country management teams with historical data and insight, brand strategy, vision thought leadership / best practices, and centrally created tools (marketing, creative / advertising, POP, digital / social media) to develop locally-relevant marketing plans for sports marketing sponsorships.
• Managed day-to-day relationship with the IOC and FIFA, building opportunities and resolving issues.
• Directed global programs and style guide creation – 2010 FIFA activation across 88 countries was a new record in 2010.
• Completed successful 6-month stretch-assignment on US Menu Innovation team in partnership with supply chain, operations, consumer insights, and packaging to identify, create, develop, test, and analyze new strategic menu products.
• Won prestigious global Circle of Excellence cross-functional team award given annually to 20 teams across 2 million global employees.

Senior Global Brand Marketing Manager | Sponsorship | Experiential  | Olympics | World Cup | Events

• Developed and managed national, regional, and field sports marketing event and PR communications plans for $15 billion Nike brand and $40+ million Niketown flagship store brands in multiple markets – achieved consistent year-over-year sales records.
• Set strategic direction, negotiated and activated brand partnerships, and executed integrated marketing communications programs and events.
• Designed and implemented integrated sports marketing promotions.
• Created new Nike-owned events and negotiated and signed event sponsorships across the US.
• Working with global and US PR and marketing teams, acted as corporate and brand publicity spokesperson at events and retail locations.
• Reported up through or had key stakeholders within various departments including retail marketing, demand creation / marketing, global marketing, brand, and sales.

District Marketing / Events Manager  ($140 million annual sales) 2006-2008
Regional Marketing / Events Manager  ($43 million annual sales) 2004-2006
Chicago Marketing / Events Manager  ($23 million annual sales) 2001-2004

Brian Goldstein