1. LOUIS ROLOFF
212-888-1428 Louis.Roloff@gmail.com
15+ yearsof experience collaboratingwithinternalandexternalstakeholdersto:
 Negotiate andstewardefficientmediabuys
 Developandexecute innovative&effective marketingprograms
 Forge newfrontiersinmulticultural &digital advertising
 Infuse dataintomediaandmarketingdecisions
 Train andinspire peakperformance inmyteammembers
Category Experience:
Retail, Technology, Telecommunications, Pharmaceutical, Insurance, Consumer Packaged Goods
WORK EXPERIENCE
Starcom Mediavest Group- New York, NY 1994 - 3/2016
Vice President, Group Client Director
Walmart (2/15 – 3/16)
 Managed entire cross-channel $800 millionmediabuy,includingNational andLocal TV, Digital
Video, PrintandOutof Home
 Developedandpresented recommendationtoC-suite which succeeded inevolvingWalmart’svideo
strategyfroman exclusivelylinearapproachtoone with50% targeteddigital video
 CollaboratedwithWalmartandVudutoimplementafirstevercompany-wide contentstrategy,
drivingimprovedcustomerengagementbothin-store andon-line
 Forgeda strategicpartnership establishingWalmartHome Delivery asthe exclusivefulfillment
partnerof FoodNetwork.com
 Securedover$5 millioninprobonomediaforMediavest’sphilanthropicefforttoendhungerin
Americacalled“A Place at the Table”
Vice President, Director- National Broadcast
Walmart (6/12 – 2/15)
 Generateda50% TV ROIimprovementbyusingclient’sproprietarycustomerdatato optimize the
$400MM National TV buy
 Institutedlongtermjointbusinesspartnershipswith UnivisionandOne Solutionwhiledriving200%
growthin Walmart’smulticulturalmediaspend
 Createdandexecutedhighimpactmarketingpartnerships/programs suchas“Local Basket
Challenge,”“Soundof Music,”and “Master Chef”,attributedto$6 billionin incremental sales
 ReceivedWalmart’s“Excellence inMediaAward”historicallyreservedforWalmartemployees
 Chairedthe ActivationDepartmenthiringcommittee,developingandimplementingrecruitingand
interview protocol
Bristol-Myers Squibb, Aflac and TracFone Wireless (6/09 - 6/12)
 Ledand securedTracFone Wireless’s$100 millionbuyingassignment
 Won Aflac’sSupplierof the YearAwardfor developingPGA partnership,ABCNetworkcontent
partnershipsandgenerating$10millioninmediasavings
 Spearheadedthe use of Bristol-MyersSquibbcustomerdatabase totarget DTC TV buys
 Developed, instituted andjudged agencywideawards program
Procter & Gamble (3/08 – 9/09)
 Managed entire $1.3 billionNational TV buyandcustomcontentstrategy
 Collaboratedwiththe P&GMedia& Marketingteam to pioneerP&G’sfirston-linevideoupfront,
shifting$100 millionfromlinearTV toon-line video
 LedP&G’s multicultural mediataskforce andexecutedbusinessbuildingcontentplatforms
 Updatedcontentand taughtagencywide mediatrainingprogram forall new juniorbuyersand
planners

2. Vice President, Director- National Broadcast (3/07 – 3/08)
Vice President, Associate Director- National Broadcast (12/99 – 3/07)
Assistant Director; Assistant; Negotiator (9/94-12/99)
Kraft Foods (1994 – 2008)
 EstablishedKraftFoods’BrandedEntertainmentpractice withpartnershipson “The Apprentice”,
“My Name isEarl”, “7th
Heaven”,“AmericanIdol”andThe FoodNetwork
 Improved targeting,resultingina+20% TV ROI increase
 Partneredtowin $700 million consolidatedKraft/Nabiscobusiness,generating over$30 millionin
synergysavings
 Managed inventory,trackeddeliveryandallocatedbrandstoKraft’s$400 millionnational TV buy
 Developed/implementedimprovementsto agency’s proprietaryinventorymanagementsystem
 Institutedandledagencywide college recruitingprogram
Syracuse University – Graduate Teaching Assistant & Operations Manager 1992 - 1994
 Assistedtelevisionproductionstudentsinpreparingprojects,teachingproductiontechniques,
conductinginstudioclasssessions,lecturingandgradingprojectsfortwoacademicyears
 Hired,scheduledandsupervisedTelevision,Radio&Filmdepartmentworkstudystaff
Cablevision of Connecticut, News 12 – Producer 1991 - 1992
 Participatedinproductionof adailytalkshow,nightlynewscast,local sportsandspecials;Heldroles
includingcameraoperator,floormanager,director,writerandproducer
AWARDS
2014 SilverEffie,Retail Category,Walmart
2012 Promax NorthAmericaDBA Award,PublicService Category,Aflac
2008 Bronze Effie,CPGCategory,OreoCookies
2001 AdweekMediaPlanof the Year Award,BestUse of National TV,StarbucksatGrocery
1992 CableAce AwardforOutstandingLocal Programming,News12Connecticut
EDUCATION
Syracuse University
Masterof Media Administration,S.I.NewhouseSchool of PublicCommunicationsandWhitmanSchool
of Management
Bachelorof Arts,S.I.Newhouse of PublicCommunications;Major:Television,Radio&Film
INTERESTS
Yoga, Travel, Running, Golf