Wharton Business Radio

Marketing Matters: July 18, 2018

Hosts Americus Reed and Barbara Kahn are joined by Erik Rosenstrauch (CEO, FUEL Partnerships), Nailya Ordabayeva (Assistant Professor of Marketing, Carroll School of Management, Boston College), and Steve Wanczyk (Associate Vice President, Braithwaite Communications) on the Wednesday, July 18, 2018 edition of Marketing Matters.

Air Date: Wednesday, July 18, 2018 on SiriusXM 132

Nailya Ordabayeva

Air Time: 5:00 pm
Featuring: Nailya Ordabayeva

Steve Wanczyk

Air Time: 6:00 pm
Featuring: Steve Wanczyk

Erik Rosenstrauch

Air Time: 5:30 pm
Featuring: Erik Rosenstrauch

Featured Guests

Erik Rosenstrauch

CEO, FUEL Partnerships


The spark behind FUEL Partnerships is President and CEO, Erik D. Rosenstrauch. Erik is a proven industry leader with more than two decades of experience in consumer products and retail marketing. Erik’s road to retail marketing began at an early age in Harrisburg, PA. He learned the consumer buying process at the regional chain of clothing stores his family operated. It was on the sales floor that Erik developed his passion for shopping behaviors and became inspired to understand how brands engage with customers.
After earning a BS in Marketing at Penn State and an MBA from the University of Maryland, Erik gained diverse experience by working for one of the world’s premier consumer products companies, PepsiCo/Frito-Lay. Erik succeeded by turning ideas into a reality in the salty snack category and leading the creation and execution of campaigns for Ruffles and Tostitos. During his tenure on these brands, his team’s exceptional program results were recognized by winning various marketing awards including; a Gold Reggie, Effie and PRO.

Erik’s expertise is evident from his successful history working with the top tier brands and clients: Subway, Six Star, Hydroxycut, MuscleTech, Craftsman, Die Hard, Lucky Leaf, Sheets, Luster and Black & Decker. FUEL Partnerships thrives due to Erik’s ability to create Retail programs that leverage partnerships, sponsorships and promotions to drive consumer engagement and sales. His passion and proficiency for winning at retail has come to life with top-selling retailers including: Walmart, Target, Walgreens, GNC, CVS, Sam’s Club, Costco, Dollar General, 7-Eleven, Circle K and Publix.
Erik effectively creates shopper marketing programs designed to drive consumer awareness and motivate today’s consumer to transact. During program execution, he often works with high-profile sports, Athletes, and celebrities. Some of his prior projects included partnerships with Lebron James, Serena Williams, Pitbull, Sean Lowe, Russell Westbrook, Rob Gronkowski, the NFL, NASCAR, NCAA and many others.

Full Profile

Nailya Ordabayeva

Assistant Professor of Marketing, Carroll School of Management, Boston College


Nailya Ordabayeva is Assistant Professor of Marketing at the Carroll School of Management, Boston College. She holds a Ph.D. in Management from INSEAD and a B.Sc. in Management from Bilkent University. Prof. Ordabayeva researches how social and sensory perceptions influence consumers’ purchase decisions and how they impact wellbeing. Her expertise focuses on the effects of inequality, status, and sensory perception on consumer decisions. Prof. Ordabayeva’s research has appeared in top Marketing journals such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, and the Journal of Consumer Psychology, as well as in top Psychology journals such as the Journal of Experimental Psychology: General and the Journal of Experimental Social Psychology. Prof. Ordabayeva’s findings have received coverage in popular media outlets such as The New York Times, The Wall Street Journal, The Economist, Forbes Magazine, and BBC. Prior to joining Boston College, she was a faculty member at the Rotterdam School of Management, Erasmus University in the Netherlands.

Personal Site- www.nailyao.com
Full Profile

Steve Wanczyk

Associate Vice President, Braithwaite Communications


Steve Wanczyk is a seasoned communications and marketing professional with extensive experience on both sides of the media equation, having previously worked as a news reporter and producer. He serves as the head of Braithwaite Communications’ Crisis Communications practice and is adept at all aspects of crisis management including crisis response, planning and vulnerability assessments. He has facilitated and designed numerous crisis tabletop training sessions and simulations. Throughout his career, Steve has managed crisis communications for high profile real estate development disputes, local policy , legal matters, labor disputes and workplace safety.

He began his career at the CBS television affiliate in Syracuse, NY, where he worked as a news writer and producer. There he helped write and package news stories for the station’s 6 and 11 o’clock newscasts. Steve then moved to local reporting for a Philadelphia radio station before going to the “dark side” and joining Braithwaite Communications.

He holds a degree in Broadcast Journalism from the S.I. Newhouse School of Public Communications at Syracuse University.

Twitter – @GoBraithwaite | @SWanczyk
Full Profile

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