Highly-adaptable skill sets. Invaluable client-side experience. Unparalleled hustle.

With today’s technology, agencies have lost sight of business goals.

Strategy succumbs to gadgetry. Creative entertains rather than engages. And measurement, more often than not, is an afterthought.

Mass marketing still dominates awareness, but it’s evolving. Digital is introducing new challenges and opportunities. Direct marketing can now create more personal engagements than ever before. In today’s culturally diverse market, your message needs to speak many languages to produce positive, measurable results.

RED F is the indispensable business partner, solving the toughest marketing challenges for the world’s best companies.

Contact Us
Leadership Team

Sara Garcés /

CEO

Background
  • Leads the agency in creating a dynamic work environment that attracts the best people. Ensuring that we are constantly delivering exceptional results for our clients and consistently seeking out new and innovative ways of delivering value in all that we do.
  • Brings multi-functional experience in Marketing, Operations, and Human Resources with leading brands including Colgate-Palmolive, Lucent Technologies, Hallmark Cards, Dow Chemical and Carlson Companies. Specializes in associate engagement helping companies to utilize their associates as true brand ambassadors.

sgarces@redf.com

Dan Roselli /

President

Background
  • Leads new business development and oversees all client engagements.
  • Dan is an expert in navigating large, multi-national and matrix structured organizations. He opens the lines of communication and provides the strategic direction and marketing savvy cultivated from his extensive and classical marketing background. Dan developed his marketing expertise with Bank of America, Mars, Inc, Colgate-Palmolive and General Mills.

droselli@redf.com

Lee James /

Executive Creative Director

Background
  • Leads the agency in the development of innovative creative campaigns for clients using a hybrid of traditional and new media tools.
  • His unique brand-based approach leverages mass, digital and direct channels as well segment relevant content to drive better results. Business objectives and measurement are at the core of all creative activity. Lee's major creative accounts include Bank of America, Coke, HSBC, Disney, UnitedHealthcare, DirecTV, USPS, Verizon and Time Warner Cable.

ljames@redf.com

David Soliday /

Senior Vice President, Managing Director – Strategic Development

Background
  • Leads integrated marketing planning and strategy with a special emphasis on account management for the Financial Services and Insurance sector.
  • David’s client-side expertise and mind for strategy have paid off for Wachovia Bank and Bank of America. At Wachovia Bank, he was responsible for the retail brand and marketing strategy for all products and services. David helped optimize marketing performance leading to a 70% increase in marketing spend and record new household growth. At Bank of America, he lead the launch strategy for one of the most successful new product introductions in the space – Keep the Change.

dsoliday@redf.com

Cristina Morales /

Senior Vice President, Managing Director – Multicultural

Background
  • Leads account services and culture team for ROJO (our multicultural division) and RED F.
  • Brings a mix of agency and client experience including Kellogg's, Ford Motor Company and Bank of America. Focused on integrating multicultural strategies with General Market strategies to ensure the best results for clients such as Time Warner Cable and UnitedHealthcare. Specialties include: segmentation using psychographics as well as demographics, micro-targeted strategies, using non-traditional tactics to ensure true connections with target segments.

cmorales@redf.com

Elsa Arend /

Senior Vice President, Managing Director – Brand Stewardship

Background
  • Responsible for multicultural account services and new business development.
  • Elsa specializes in taking a general market brand concept and turning it into a relevant and engaging message to U.S. Hispanics. She has worked in leading Hispanic agencies (Accentmarketing, Miami, TMSW, Miami & Estratega, Mexico) in an account services capacity on an impressive range of client accounts including the U.S. Navy, Dunkin’ Donuts, General Motors, Alltel Wireless, Farmers Insurance, Shell Oil, Western Union and Nestlé’s Leche Evaporada.

earend@redf.com

Klaus Werner /

Senior Vice President, Managing Director – Digital

Background
  • Responsible for leading the eCommerce team at RED F.
  • Unique experience managing a broad range of functional areas including Strategy, eCommerce, Marketing/Sales (traditional and online), Information Technology, Customer Service, Product Management, Finance, and Merchandising in both the U.S. and abroad. Bilingual leader with experience in Financial Services, Telecommunications and Retail.

kwerner@redf.com

Linda Worrell /

Senior Vice President, Managing Director – Customer Experience

Background
  • Leads account services and the associate development team at RED F.
  • Brings big agency background (DDB, Doner, FCB, Wunderman) and more than 20 years of direct marketing experience in BtoC and BtoB. Offers special expertise in customer experience process improvement (Peppers & Rogers Group Sr. Consultant, Bank of America - SVP Customer Satisfaction & Loyalty). Specializes in helping companies integrate and improve their online and offline channel interactions to create a more profitable and satisfying customer experience.

lworrell@redf.com

Anne Bradley /

Chief Financial Officer

Background
  • CFO responsible for the fiscal management of Red F.
  • With Big 4 firm and private company ownership experience, Anne oversees all accounting practices, including accounting departments, budgets, financial reports, tax and audit functions. Directs financial strategy, planning and forecasts for RED F.

abradley@redf.com