As the Chief Strategy Officer and Group Executive Creative Director at Fuel Industries, 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 President 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, Coors, Energizer, Fisher-Price, Mattel, Microsoft, MTV, PUMA, Procter & Gamble, and Ubisoft.
He got his career start 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.
Roach has been quoted in the Globe & Mail, has presented at Understanding Youth and YPulse Mash-up conferences, and is a Communications and Advertising Accredited Professional.
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