As the Chief Strategy Officer and Group Executive Creative Director at Fuel, Roach is tasked with strategic planning and consumer trends and insights surrounding digital experiences for global youth brands. With 20 years in advertising and marketing communications, and a majority in youth marketing, Roach has launched products, developed brands, influenced opinion, and won share.
Prior to joining Fuel, Roach was the VP of strategy at Youthography, and the Executive Creative Director of Glitteration (a reference to millennials as the glitterati generation), where he worked on hundreds of youth marketing campaigns in virtually every category, including work for BlackBerry, Bubblicious, Mattel, Microsoft, Procter & Gamble, and Ubisoft. Roach started his career as an art director, and went on to become a copywriter, strategic planner and creative director, with a career highlight that includes a CASSIE award for advertising effectiveness, for his role in a youth tobacco cessation campaign.
Most recently, he has spoken at Adobe MAX SoDA Happy Hour, SXSW 2013, and Digital Hollywood in Marina Del Rey.