Pablo Rosas
Executive Director of Strategy
ATTN
Pablo grew up in an Argentinean family but in Brazil, attended a high school that followed a program from Spain, and lived in Boise, ID as an adolescent. When the dot-com startup he was interning at while in business school invited him to their headquarters in Miami – just for 3 months as he was technically too junior for the role – he said yes. They quickly re- evaluated and asked him to stay permanently.
Miami has been home for 20+ years now, and for the past 18 he has been growing in strategy roles at ad agencies – leading brand strategy for some of the world’s most iconic brands and having been recognized with multiple shortlists and awards: Cannes Lions (Popeyes), D&AD (LYFT), Ad Age Best Launch of the Year (Popeyes), The Webby Awards (Ford), Wave Festival (Ford), WARC Awards for Effectiveness (Popeyes) and HMC Strategic Excellence Awards (American Airlines, Ford).
Pablo currently oversees all things strategy at ATTN:. Prior to joining ATTN: he had been at GUT since Feb 2020, where he started as Strategy Director – their first brand strategy hire for US and Canada - and grew to Group Strategy Director. During this time, GUT itself grew from 3 to 6 offices in Europe, North and South America, and became Best Indie Network at Cannes 2023.
While at GUT, he led strategy for Stella Artois Global, Verizon Wireless, Vital Farms, and Sixt. He also led Popeyes when it was GUT's largest AOR relationship, as well as projects for Tim Hortons, Headspace, Lyft, WhatsApp, and Globant. Pablo played a key role in developing the strategy discipline as the agency grew, as well as managing and mentoring strategists of various levels - including a one-time strategy intern who within 2 years won a Grand Prix at Cannes.
Pablo loves making thoughtful connections between strategic insights and creative thinking. He’s as comfortable with quantitative as he is with qualitative research, and fully enjoys the various aspects of the brand strategy craft - from getting scrappy to get the right insights, to working alongside creatives and influencing CMOs. He’s also passionate about data, and the strategic consulting type roles he often plays – from leading custom segmentation projects, to brand portfolio strategy, to global brand positioning.
Prior to joining GUT, Pablo was at The Community, where he led strategy for Verizon Wireless and Corona. Throughout his career, he's led brand strategy for iconic brands at US, US Hispanic and Global levels across a wide range of categories, including automotive, airline, CPG, telecom, QSR, beer, tech, financial, and mass retail.
Pablo is fluent in English, Portuguese and Spanish, holds a Business Degree, has sharpened Brand Strategy skills at VCU’s Brandcenter, and honed Future Leadership skills at Hyper Island.
He’s also a dad with 2 young boys, and his hobbies & personal interests include running, skiing and occasional songwriting, as well as bike rides, grilling and chess matches with Mateo and Dante Rosas. While he doesn’t let them win, he does let them go back on moves occasionally when they realize they could have made a better one!
Fun fact: Pablo completed a Stock Market Investment Course at São Paulo’s stock exchange, BOVESPA, as a reward for Top 3 Performance in a national investment simulation competition where he made an enormous amount of hypothetical money.
Miami has been home for 20+ years now, and for the past 18 he has been growing in strategy roles at ad agencies – leading brand strategy for some of the world’s most iconic brands and having been recognized with multiple shortlists and awards: Cannes Lions (Popeyes), D&AD (LYFT), Ad Age Best Launch of the Year (Popeyes), The Webby Awards (Ford), Wave Festival (Ford), WARC Awards for Effectiveness (Popeyes) and HMC Strategic Excellence Awards (American Airlines, Ford).
Pablo currently oversees all things strategy at ATTN:. Prior to joining ATTN: he had been at GUT since Feb 2020, where he started as Strategy Director – their first brand strategy hire for US and Canada - and grew to Group Strategy Director. During this time, GUT itself grew from 3 to 6 offices in Europe, North and South America, and became Best Indie Network at Cannes 2023.
While at GUT, he led strategy for Stella Artois Global, Verizon Wireless, Vital Farms, and Sixt. He also led Popeyes when it was GUT's largest AOR relationship, as well as projects for Tim Hortons, Headspace, Lyft, WhatsApp, and Globant. Pablo played a key role in developing the strategy discipline as the agency grew, as well as managing and mentoring strategists of various levels - including a one-time strategy intern who within 2 years won a Grand Prix at Cannes.
Pablo loves making thoughtful connections between strategic insights and creative thinking. He’s as comfortable with quantitative as he is with qualitative research, and fully enjoys the various aspects of the brand strategy craft - from getting scrappy to get the right insights, to working alongside creatives and influencing CMOs. He’s also passionate about data, and the strategic consulting type roles he often plays – from leading custom segmentation projects, to brand portfolio strategy, to global brand positioning.
Prior to joining GUT, Pablo was at The Community, where he led strategy for Verizon Wireless and Corona. Throughout his career, he's led brand strategy for iconic brands at US, US Hispanic and Global levels across a wide range of categories, including automotive, airline, CPG, telecom, QSR, beer, tech, financial, and mass retail.
Pablo is fluent in English, Portuguese and Spanish, holds a Business Degree, has sharpened Brand Strategy skills at VCU’s Brandcenter, and honed Future Leadership skills at Hyper Island.
He’s also a dad with 2 young boys, and his hobbies & personal interests include running, skiing and occasional songwriting, as well as bike rides, grilling and chess matches with Mateo and Dante Rosas. While he doesn’t let them win, he does let them go back on moves occasionally when they realize they could have made a better one!
Fun fact: Pablo completed a Stock Market Investment Course at São Paulo’s stock exchange, BOVESPA, as a reward for Top 3 Performance in a national investment simulation competition where he made an enormous amount of hypothetical money.