See The Work
Turn Up the Love with AT&T, #LOVELOUD and Imagine Dragons
On the heels of the "Believer" documentary on HBO, LOVELOUD Music Fest powered by AT&T was a music event created to ignite the vital conversation of what it means to unconditionally love, understand, accept, and support LGBTQ youth in our communities. Breaking all sorts of records, such as most live streams for the brand in history at 7.3 million+ as well as the highest positive sentiment for the brand in history, an increase of 300%! With performances by Imagine Dragons and content created by A-list LGBTQ influencers, the success of the #TURNUPTHELOVE campaign raised over $1 million for benefiting charities. Read all about it here
New product? No problem! Pabst Blue Ribbon Whiskey
To launch a new product in PBR’s portfolio of mostly beers, we teamed up with various influencers to launch the PBR’s White Whiskey, nationwide. The new limited edition bottle even featured art from acclaimed muralist Squid.Licker to create gorgeous labels and impactful videos that were a runaway hit in social vs. industry benchmark. Read more about what AdWeek had to say about how we’re revitalizing the 175 year old beer brand, here.
Say Meow to Hello Kitty x Gravity Brands
To introduce the limited edition Hello Kitty Bakery bath bomb collaboration with Gravity Brands, our team created candy coated dreams featuring backed goods, whimsy and of course sugar! Acting as Marketing Manager as well as Producer (and hand model!), these iconic bath bombs sold out in record speed. Check out our social videos here
Kittens "Dropping Their Votes" for the Found Animals Kitty Election
With an epic election taking place fans needed a break during election night 2016.... A potty break that is. Read more about the award winning work here
Discover the Healing Power of Pets with
Zoetis Pet Pharmaceuticals
Watch the hilarious and award winning spoof videos here
An Insider's Look at Riot Games' League of Legends
With the launch of Nexus, the new CMS platform we created, players get a behind the scenes peek at all things League of Legends. Get a peek for yourself here
Meet the Pets who Invented Cat Videos
For non-profit, Pets Add Life, we created a series of videos that provide an inside, behind-the-scenes look at the powerful team that keeps the internet worth looking at for 10 hours a day. Check it out here
A new take on fresh. Bonefish Grill's Rebrand
Read more about the "Incredible Served Daily" campaign launch featuring Neil Patrick Harris here
Olive Garden's "Really Good Commercial"
Watch the TV spot that Ad Week called a "really good commercial" from the makers of those delicious breadsticks here
Celebrating the LGBT Community with Absolut OUTrageous
A partnership with photographer David LaChapelle to commemorates 30 years of the brand’s efforts to connect with the lesbian, gay, bisexual and transgender community. Read what the New York Times had to say about it here
The Michelin Man Fights Back
See how the brand launched a groundbreaking revitalization campaign in 55 countries. Ad Age even said the Michelin Man was a bad-ass. See what they had to say about it here
Resume
A little bit about Rebecca Rothstein
A Los Angeles native, who braved the snow and subway in New York City for just about 10 years. Now based in Los Angeles, Rebecca is an innovative brand leader with nearly 20 years of creative agency experience. She thrives in a fast-paced, and dynamic environment while not being afraid to roll up her sleeves and get to work.
In 2018 Rebecca was acknowledged on The Boss Lady List – “Where are the boss ladies?”
She’s only mildly obsessed with her dog @saycheesefinn (yes, he’s Insta-famous!), a mom to two tiny humans, a 2-time (and counting) AYSO soccer coach to a group of sassy six-year-old girls, a University of Miami Hurricanes super fan, never met a pasta she didn't like and recently raised over $7,000 for breast cancer research.
EXPERIENCE:
CooperSurgical, LOS ANGELES
(Formerly Generate Life Sciences) California Cryobank, Cord Blood Registry and Donor Egg Bank USA
2022- Present
Senior Director, Creative, Content and Social Media Marketing
2019-2022
Director, Content Marketing
R&R PARTNERS, EL SEGUNDO, CA
2018-2019
Account Director- Pabst Brewing Company
• Responsible for overall agency service and activities for the Pabst Brewing Company account, including Pabst Blue Ribbon Beer and 10 sister beer brands with a total of $3MM+ in annual billings.
• Anticipate problems, surfacing and effectively resolving issues with specific regard to strategic direction, marketing performance and reporting, budget allocation, and staff issues.
• Client lead on all media and creative projects for Pabst Blue Ribbon including digital and traditional media planning and buying, website creative, influencer marketing and CRM initiatives.
• Continually advising management team on major projects or changes in strategic direction, competition and category shifts.
• Provide leadership, strategic consultation and direction to the client/agency team while possessing a thorough understanding of client’s objectives, key performance indicators and long-term vision.
MADISON + VINE, WEST HOLLYWOOD, CA
2018
Brand Director- AT&T / Hello Lab
• Partnered with AT&T to created a memorable and innovative 2018 Pride campaign to shift brand perception among LGBTQ millennials and to raise awareness and donations for AT&T’s charity partners, The Trevor Project and LOVELOUD Foundation.
• Responsible for all primary social and event activations for AT&T’s LGBTQ charity partnership with LOVELOUD Music Festival, hosted by Dan Reynolds from Imagine Dragons and creator of HBO’s new documentary “Believer”.
• Created a social media focused celebrity and influencer-driven campaign which included a docu-series, two live-streamed music festivals, and a UGC music contest. As a result, The Turn Up The Love campaign amplified the message of unconditional love and acceptance of all for the world to hear. The campaign shattered records, including 7.3 million+ concert livestream views, a 300% brand lift and over $1 million raised.
ALL BOATS RISE, VENICE, CA
2016 – 2018
Account Director- Riot Games, Found Animals, Zoetis Pet Pharmaceuticals, Pets Add Life, and Munchkin Baby Supplies
•Acted as team lead for Account and Project Management departments, and tripled size of team.
•Established agency-wide project management processes, financial reporting, forecasting and contributed to agency business planning.
•Managed the creation and production of the award winning The Art of League of Legends, a fine art book with accompanying, digital art book, multi-OS app and custom blog featuring the art from the world’s top video game.
•Launched websites for non-profit Found Animals, including the brand’s foundation and shop site, foundanimals.org and the database site found.org. Both sites utilize a WordPress CMS that attracted 100k unique visitors per month and yielded an 18% increase in B2B product sales compared to the year prior.
•Acted as the interim VP, Marketing for the launch of found.org, and the accompanying campaign; leading the inter-agency team which included strategic and creative development of social, CRM program, PR, influencer, SEO, content production and front-end development.
•Led creative and front end development of award winning Found Animals B2B app that helped to increase sales leads by 450x within one day of launch.
•Managed the concept creation, production and community relations for award winning social media campaign, “Kitty Election” which garnered 6 million media impressions on election night 2016.
•Managed B2B and B2C campaign creation, video production, print production, front and back-end site development for thepeteffect.org, social strategy, creative and community management for Zoetis’ campaign “The Pet Effect.”
•Executed paid social plan to drive profitable traffic through all paid marketing channels while creating audience targets and identified appropriate test and learn plans to improve content and distribution.
•Responsible for new business win for Pets Add Life non-profit organization which included branding refresh, strategic definition, production of website, video and social in an effort to increase awareness and engagement among potential millennial pet owners. Monitor and report the performance of key marketing metrics, ensuring efficiency and ROI on paid social campaigns, and execute strategies for testing new campaigns.
•Instrumental in the management of the first consumable product for Munchkin, GrassFed, an e-commerce site that launch in the US, Australia, New Zealand and China. While working closely with creative, UX and digital production and creative teams to create a brand look and feel, videos, immersive interactive experiences and shopping platform.
PITCH AGENCY, CULVER CITY, CA
2014 – 2015
Account Director- Bonefish Grill
•Contributed proactive creative thinking and solutions-oriented leadership to the Client’s business and to the continued growth and success of a small agency and a challenger brand.
•Partnered with media colleagues to influence strategy, target media purchasing to ensure timely creative hand-off and enact optimization.
•Worked hand-in-hand with the Chief Marketing Officer and the Director of Marketing to ensure successful campaigns and lifts in traffics and sales.
•Developed and deployed a new brand strategy which led to the re-launch of the Bonefish Grill brand. As a result of the new campaign and brand materials, Bonefish Grill achieved a 22% increase in sales and traffic within the first day of the campaign.
•Created and produced videos, digital banners, social media, email, and print to launch a new “day of week” offering that increased sales and traffic by 60% within one month of launch, outperforming the success of other Bloomin’ Brands concept brands.
•Wrote strategy documents, such as messaging hierarchies, messaging maps and creative briefs in conjunction with the Strategic Planning department, which continued to evolve as the new brand campaign gained momentum.
GREY GLOBAL GROUP, NEW YORK, NY
2013 - 2014
VP, Account Director- Olive Garden
•Assisted in crafting the agency scope of work and fee proposals for projects, yearly retainers and all financial budgets/billing.
•Managed and oversaw five team members by providing guidance, establishing goals and providing recurring feedback.
•Day-to-day account leader on producing 360 campaigns including TV, radio, website builds, email, digital banners, and social for Olive Garden’s retail paced business in North America.
•Led strategic, creative and client partnership for Olive Garden’s 2014 brand and website re-launch.
•Worked with Marketing Science teams to monitor the success of digital campaigns through Omniture and Google Analytics tools and to identify opportunities to test, learn and optimize programs.
TBWA\CHIAT\DAY, NEW YORK, NY
2006 - 2013
Management Supervisor- GlaxoSmithKline, NicoDermCQ, 2012-2013
•Worked as the lead agency contact for global TBWA offices as well as partner agencies to ensure clear communication between agency and client team to achieve a consistent campaign message in all markets and media touch points.
•Oversaw and produced TV, print, digital, SEO and social media assets for the Little Wins global campaign launch in over 20 countries.
•Established agency-wide intern program for university students from various countries and disciplines for 4 summer semesters.
Account Supervisor- ABSOLUT Vodka, 2011-2012
•Led agency contact for all US projects for ABSOLUT Orient Apple, ABSOLUT SF, ABSOLUT OUTrageous, ABSOLUT Night and ABSOLUT Greyhound.
•Assisted Brand Planners and Client Research Department with developing a strategic understanding of the target's purchase funnel activity.
Account Supervisor- Pinnacle Foods, Birds Eye Vegetables, 2010-2011
•Coordinated with Strategy, Production, Creative and Client teams to produce the Birds Eye Vegetable Season TV spot.
Global Account Executive/Global Account Supervisor- Michelin Tires, 2008-2011
•Oversaw the repositioning of the brand with the new tagline The Right Tire Changes Everything by developing an integrated global campaign in 55 countries.
•Facilitated the development of Michelin’s new website tool, Team Michelin, which provided a groundbreaking application in the tire buying category.
Assistant Account Executive/Account Executive- Embassy Suites Hotels, 2006-2008
MUNN RABÔT AGENCY, NEW YORK, NY
2005 - 2006
Account Coordinator- Swedish Institute, Maxjet Airways, GHI Health Insurance and New York - Presbyterian Hospital
EDUCATION:
UNIVERSITY OF MIAMI, CORAL GABLES, FL
Bachelor of Arts in Communication and Arts & Sciences, 2005
Double Major in Advertising & Sociology, Minor in Marketing
Let's Talk!
Los Angeles, CA
310-490-0091
rebeccalrothstein@gmail.com