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Michael Roth
Michael
Roth’s
experience with media includes his work with a
number of CPG (Consumer Products Goods)
companies. Roth was responsible for all media
related tasks in various roles up to the level
of VP Marketing. Primary media used was in
order of usage: TV, In-store, print, radio and
outdoor. Annual budgets at Playtex and Revlon
were between $20 million and $50 million.
Roth’s additional extensive CPG experience in
both downstream and upstream activities
includes: strategic development, creative
development, commercial production, media
planning and placement, coordination (with other
elements of the marketing plan --particularly
relevant with radio and print placements) and
assessment (tracking, ROI analysis,
effectiveness analyses, etc.)
Experience
with alternative retail media includes:
Director of Strategy for the American Chicle
(Chewing Gum) Division of what was then Pfizer
(now Cadbury). Roth managed alternative media
programs centrally focused on gas and c-store
chains. Specific media used included in-store
banners, LED displays, traditional displays,
in-store radio and receipt and other point of
purchase media.
Additionally, with Adams, Roth researched,
planned, executed and measured in-store and
print media programs for trade based media
totaling nearly $100 million annually.
For
Duane Reade, Roth planned programs to link with
the radio flights of one of the nation’s highest
annual users of radio. Individual media
campaigns could reach as high as $1 million over
a 3-4 week flight.
Roth
served as head of marketing for two large point
of purchase display companies, advising clients
on in-store media programs running in excess of
$100 million annually. He performed market and
company assessments for two regional printers
with sales ranging up to $100 million; and he
researched, planned and executed marketing and
sales budgets ranging up to $100 million for two
other major CPG manufacturing businesses.
Roth
is a consultant with Prolman Associates’
affiliate
Getzler Henrich.
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