Marketing Executive · Brand Strategist · AI Practitioner
Todd Andrew Roe
Two decades building big-idea campaigns with elite, embedded teams. Executive close to the craft — equally at home in a war room, a brand brief, or an AI orchestration framework.
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San Ramon, CA · Bay Area
About
I'm a Bay Area-based brand and marketing executive with two decades of experience across in-house agencies, global creative shops, and technology platforms. My career has spanned Chevron, Yahoo, DDB, and The Marketing Store — building campaigns for McDonald's, Clorox, and some of the world's most recognizable consumer brands.
What sets me apart is the combination: executive judgment and operator instincts, with a genuine love for the creative process. I don't just manage work — I shape it. I believe the best marketing comes from leaders who stay curious, stay close, and never stop learning.
Right now I'm deepening my AI practice through Berkeley Haas and MIT Sloan, applying those frameworks to real challenges — including a capstone project with the San Francisco Giants on AI-driven fan engagement and season ticket growth.
The fox is a personal symbol: adaptive, intelligent, always moving. That's the work. That's the approach.
Career Highlights
2024 – 2025
Chevron Corporation
Group Director, Corporate Affairs & Account Management
Led the in-house agency corporate affairs account team across a $12MM P&L. Directed brand governance, creative operations, and omnichannel advocacy programs spanning five states — while overhauling intake workflows with AI-enabled planning tools.
2016 – 2023
Yahoo Inc. (Verizon Media)
Director, Consumer Growth Marketing
Senior brand and growth leader across a $7.5B global portfolio reaching 900MM monthly users. Co-built a 60+ person in-house creative org. Drove 22% MAU growth, 30% lift in live sports streaming viewership, and 55% subscription revenue growth — powered by a full lifecycle marketing stack spanning CRM programs, app onboarding series, subscription upsell funnels, custom preference centers, and Yahoo Mail retention campaigns.
2014 – 2016
The Marketing Store Worldwide
Director, Account Management
Led the strategic overhaul of the McDonald's Monopoly promotion, directed Super Bowl 50 social activation delivering a 7% sales lift, and executed integrated brand partnerships for major entertainment properties.
2006 – 2014
DDB Worldwide · Tribal DDB
Director, Integrated Marketing Communications
Led multidisciplinary agency teams delivering brand marketing strategies for Clorox, driving a 12% volume increase and 9% profit growth. Directed the Glad & P&G joint venture that took Glad to the #1 category position. Built custom preference centers for Clorox, Brita, and Hidden Valley Ranch — early CRM infrastructure that connected brand strategy to owned channel engagement.
Selected Work
Chevron Corporation
California Energy Tax Campaign
"A consumer advocacy campaign that made California's gas tax burden impossible to ignore — and earned a response from the Governor's office."
California drivers were paying $1.75 more per gallon than the national average. The challenge wasn't the data — it was making abstract policy feel personal at the exact moment a consumer was feeling the pain. I led strategy and execution for a multi-state POP and digital advocacy campaign featuring eye-catching pump signage, a bilingual QR-driven action hub, and consumer talking points designed to drive direct legislator contact. The campaign generated enough visibility to earn an opinion piece in the Sacramento Bee and a rebuttal statement from Governor Newsom's office.
Role
Group Director, Account Management — strategy, creative oversight, P&L
Challenge
Translate complex energy tax policy into a visceral consumer moment at point of purchase
Result
Multi-state deployment CA, NV, AZ, TX, CO — earned Sacramento Bee coverage — Governor's office issued public response
Yahoo Inc. · Pentagram
A Whole New 'Hoo — Yahoo Brand Redesign
"Rebuilding a legendary internet brand from the inside out — and proving 900 million users still had reasons to fist-pump."
Yahoo was one of the most recognized brands on the planet, but it had lost its edge. The brief wasn't just a visual refresh — it was a strategic repositioning around a renewed mission: keep the world interested and interesting. As Director of Consumer Growth Marketing, I led the go-to-market and brand strategy side of a full identity overhaul developed with Pentagram — a new geometric wordmark, a bespoke typeface (Yahoo Sans), a proprietary grid system (the Yangle), and a brand character framework built around Generosity, Optimism, and Enthusiasm. The system had to flex across Sports, Finance, News, Mail, and Fantasy — each with its own passionate audience — while feeling unmistakably, unapologetically Yahoo.
Role
Director, Consumer Growth Marketing — GTM strategy, cross-platform rollout
Challenge
Modernize a 25-year-old internet legacy brand without losing the personality that made it iconic
Result
Full identity system deployed across a $7.5B global portfolio — 900MM monthly users — renewed brand advocacy and measurable MAU growth
Yahoo Inc. · Elephant Productions · Floyd Russ
For Lovers Of — Yahoo Consumer Brand Campaign
"The first major consumer campaign to put the new Yahoo identity to work in the real world — anchored in real people, real stories, and a renewed promise."
Following the full Yahoo rebrand, the challenge was translating a new identity system into a living, breathing consumer campaign that felt as personal as the platform itself. "For Lovers Of" was Yahoo's answer: a portrait-style campaign directed by Floyd Russ, featuring real Yahoo users — an interior designer shopping from her inbox, a gym owner using Yahoo Finance to grow his business, a hairstylist catching up on Yahoo News — each telling their own story of how Yahoo fits into their life. As Director of Consumer Growth Marketing, I led the go-to-market strategy and cross-platform deployment, ensuring the campaign carried the new brand voice into every channel: digital, social, OOH, and owned media. The campaign launched on the heels of Yahoo's acquisition by Apollo and marked a bold statement of intent for the newly independent brand.
Role
Director, Consumer Growth Marketing — GTM strategy, cross-platform deployment
Challenge
Bring Yahoo's new brand identity to life in a consumer campaign that felt personal, not corporate
Result
First major consumer campaign under the new Yahoo brand — deployed across digital, social, OOH, and owned media at global scale
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Yahoo Sports
Yahoo Sports & Mail Growth Program
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Role
Director, Consumer Growth Marketing
Challenge
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Result
+30% live sports streaming viewership
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McDonald's · The Marketing Store
Monopoly Digital & App Overhaul
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Role
Director, Account Management
Challenge
Modernize a legacy promotion for mobile
Result
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Kingsford · DDB Worldwide
Kingsford Slo Mo
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Role
Director, IMC
Challenge
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Result
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Clorox · DDB Worldwide
Clorox Digital Campaign
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Role
Director, IMC
Challenge
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Result
+12% volume, +9% profit growth
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Brita · DDB Worldwide
Brita Brand Campaign
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Role
Director, IMC
Challenge
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Result
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AI Work & Capstone
SF Giants: Signal-Based Marketing Orchestration
A thesis-level AI framework reimagining how the San Francisco Giants grow season ticket holders. Rather than calendar-driven campaign assumptions, the model deploys predictive AI as a signal-based decisioning system — ingesting fan behavior, intent signals, and contextual data to trigger personalized outreach at the right moment, through the right channel, at the right offer. Developed in partnership with Giants CMO Rachel Heit as informal advisor.
MIT Sloan · MIT Schwarzman College of Computing
Implementing Agentic AI: Building Your Organizational Playbook
Certificate · April 2026
Haas School of Business · UC Berkeley
AI Business Strategies and Applications
Certificate of Excellence · 2025–2026