Todd Arata
Brand builder. Business leader.
Curious about people. Focused on what’s possible.
I believe the most powerful marketing starts with understanding people. What moves them. How brands earn their consideration. And where emotional storytelling meets the truth of a product.
I bring the judgment of an experienced operator and the curiosity to keep asking what’s possible. I shape strategy, inspire creative thinking, develop leaders and help teams turn ambition into action. Trust, fresh thinking and helping people realize their potential are at the heart of how I lead.
My perspective has been shaped by building Xfinity, leading creative strategy at Coca-Cola and directing global IBM advertising at Ogilvy. I bring that enterprise experience with the agility and commercial focus of a growth business.
Make Xfinity part of the reason families look forward to being together. By turning a disconnected grandmother’s home into a place where generations can share entertainment and connect, the story translates Wi-Fi and television features into a meaningful holiday benefit.
Give people an emotional reason to see Xfinity as more than a technology provider. The reunion of E.T. and Elliott connects a familiar story of friendship with the ways entertainment and connectivity help families share their lives today.
Show how product innovation can open entertainment to more people. Emily’s imagined world makes the value of Xfinity’s talking guide personal, connecting an accessibility feature to independence, imagination and the universal love of movies.
Position Xfinity around the connection people value most: time with one another. Santa’s search for a more meaningful gift turns holiday togetherness into the story, giving entertainment and connectivity a human purpose beyond the technology.
Build desire for Coca-Cola by making the product the irresistible center of the story. A playful insect heist turns a simple moment of refreshment into shared delight, expressing the brand’s promise of happiness through entertainment rather than explanation.
Keep an iconic brand emotionally engaging by making its iconic bottle the object of everyone’s desire. The larger-than-life balloon story uses familiar characters, playful rivalry and a joyful payoff to connect Coca-Cola with a moment people want to be part of.
Make an emerging technology tangible by showing what it could change in everyday life. The supermarket story turns RFID from an abstract technical capability into a compelling customer experience—demonstrating the business possibility through an unexpected checkout moment.
Make the economics of infrastructure simple and memorable for business decision-makers. A mistaken server-room “heist” dramatizes consolidation onto an IBM server running Linux, translating a technical proposition into a clear business benefit: doing more with less.
Connect IBM to the pressure leaders face when business expectations move faster than their technology plans. A CEO’s public commitment to accelerate a wireless transition makes infrastructure readiness a leadership issue—and positions IBM as the partner to help deliver.
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Transformation starts by connecting the brand, the business and the people who make it happen. I help leaders clarify where to play, build the capabilities to compete and turn strategy into measurable progress.
Clarify positioning, sharpen the brand story and connect what makes the product different to what customers care about.
Bring acquisition, retention, go-to-market execution and media investment into one view of customer value and commercial performance.
Strengthen leadership, creative capabilities, agency partnerships and accountability. Create the conditions for people to do exceptional work.
Identify high-value AI opportunities in content, insights and creative operations. Partner with specialists to implement, measure and scale what works.
Help CEOs, investors and leadership teams set priorities, navigate change and translate strategy into plans their organizations can execute.
A more capable creative organization. Scaling an in-house team created $20 million in annual efficiencies and reinvestment capacity.
A brand built for new opportunities. Positioning and brand launches for two multibillion-dollar businesses: Xfinity Mobile and Xfinity Home.
A practical path to AI-enabled productivity. Marketing workflow modernization with $1.6 million in projected annual savings.
For CEOs, investors and growth businesses ready to build a differentiated brand, strengthen their marketing organization or turn transformation into progress.