Howard Rosner
Farmington Hills
Summary
Qualified Brand Marketing Expert with extensive background in brand marketing and strategic planning. Developed and executed successful retail campaigns that enhanced brand visibility and customer engagement. Demonstrated strong analytical skills and creativity in crafting compelling brand narratives.
Overview
24
24
years of professional experience
Work History
Director of Commercialization – Field Execution Team
Monster Energy Company
03.2023 - 03.2025
- Oversee implementation and communication of sales strategy and programming to 300+ member Field Execution team
- Work with Local Business Units, Bottler Network and Customer Chain Teams on programming dissemination
- Significant work with Point of Sale team on development of custom pieces required for execution
NASCAR Cup Series Brand Manager
Monster Energy Company
12.2016 - 03.2023
- Oversee all marketing elements for title sponsorship of North America’s #1 motorsports series
- Utilized sponsorship elements to drive retail sales by integrating point of sale, display programs, customized sweepstakes and contests, employee/distributor incentives and more
- Creation and implementation of high-level hospitality and experiential guest events
- Development of social and digital content focusing on the sport and our athletes
- Program development/management utilizing Monster’s NASCAR athletes, as well as other sport athletes, musicians, celebrities in NASCAR space
Senior Field Marketing Manager – Central Business Unit
Monster Energy Company
04.2010 - 12.2016
- Directed all elements of retail marketing for Monster Energy Company in a 15-state territory
- Developed dozens of retail activation programs
- Evaluated, negotiated, implemented and activated local-market sports, music and special event sponsorships
- Managed and trained the Central Business Unit field marketing team
- Presentations to senior buyers and key decision makers at major partners including WalMart, Speedway, 7-Eleven, Coca Cola and Anheuser Busch
Director of Business Development
Detroit Red Wings/Olympia Entertainment
12.2008 - 04.2010
- Responsible for corporate partnership development with the world famous Detroit Red Wings, along with the Fox Theatre and Joe Louis Arena
- Development of unique marketing promotions for partners ranging from retail promotions to employee incentive programs and business-to-business
- Creation of Community Relations programs aimed at improving the Detroit market
- Input and analysis on all aspects of department planning including inventory creation, sales process and budget
Vice President, Marketing Partnerships
Rusty Wallace Racing
03.2008 - 11.2008
- Responsible for all aspects of sponsorship procurement and servicing for a two-car NASCAR Nationwide Series race team, owned by racing legend Rusty Wallace
- Activation of sponsorship programs for major brands including branding, retail appearances, promotions and more
Vice President, Marketing Partnerships
Palace Sports & Entertainment
06.2001 - 03.2008
- Management of a four-person sales team with responsibilities including training, attainment of sales goals and all aspects of the hiring process
- Managed leads, prospects and a closed-client base for six properties – the Detroit Pistons, Detroit Shock, Detroit Fury, Palace of Auburn Hills, DTE Energy Music Theatre and Meadow Brook Music Festival
- Developed fully-integrated sponsorship programs for potential and current clients, including television, radio and print media, as well as unique business-building marketing opportunities and retail promotions
- 2003 PS&E Marketing Salesperson of the Year
- Worked on business plans and developed proformas for creation of major new inventory, including entitlement of new/renovated facility areas, LED signage and unique hospitality options
Education
Communications/Public Law and Government
Eastern Michigan University
Ypsilanti, MichiganSkills
- Brand marketing
- Relationship building
- Strategic planning
- Verbal and written communication
- Decision-making
- Employee development
- Negotiation
- Charismatic leader
- Partnerships and alliances
Timeline
Director of Commercialization – Field Execution Team
Monster Energy Company
03.2023 - 03.2025
NASCAR Cup Series Brand Manager
Monster Energy Company
12.2016 - 03.2023
Senior Field Marketing Manager – Central Business Unit
Monster Energy Company
04.2010 - 12.2016
Director of Business Development
Detroit Red Wings/Olympia Entertainment
12.2008 - 04.2010
Vice President, Marketing Partnerships
Rusty Wallace Racing
03.2008 - 11.2008
Vice President, Marketing Partnerships
Palace Sports & Entertainment
06.2001 - 03.2008
Communications/Public Law and Government
Eastern Michigan University
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