Roger Mader

CMO, Subway

Growth by Design. Roger founded his consultancy to help large companies act small and
small companies get big. He has crafted new businesses for Boston Scientific to crack a $1.5B
market opportunity for clinical offerings. His teams launched a new online business for Pfizer
Consumer nutritionals, and a new partnership between Citi Mastercard and American Airlines,
valued at $30B. He developed a new $500MM line extension for Nestle in the highly
competed category of frozen pizza. His innovation strategy for Hyatt Hotels precipitated the
launch of Hyatt Place, a $750MM brand. His teams reveal latent, unserved demand, and meet
it with rapid-iteration of custom-designed offerings to drive accretive growth.

Global Chief Marketing Officer. Roger has been retained by CEO Trevor Haynes to lead the
turnaround of this iconic brand, the world’s largest restaurant franchise. Roger announced the
brand purpose at Subway’s annual convention, five years after mapping the original
turnaround path. After revitalizing the menu architecture for more cravelable AND more
affordable offerings, profitable growth has returned for the first time since the premature
passing of founder Fred DeLuca. Subway is privately held; financials are confidential.

From an early career on the launch teams for the IBM Personal Computer and first generation
of Accenture’s Change Management practice, Roger co-founded VIA International and built a
global growth strategy, organization design and change management consultancy, founding
offices in Chicago and New York, chairing advisory boards for London and Singapore. He sold
the business in 2000 and joined his client, EY, to formulate business strategy and design for
Giuliani Partners, the private firm of former New York City mayor Rudolph Giuliani, which went
from startup to $50MM in the first 6 mos on his triparate service and investment strategy. He
led key global accounts for EY’s New York Office, with responsibility for $17MM in annual
services to Siemens US. Roger subsequently led global accounts for design strategy
firm Doblin/Monitor Group (now Deloitte), and led commercial strategy for innovation
agency Fahrenheit 212 (now Cap Gemini).

His clients have included AC Nielsen, American Airlines, Baxter Healthcare, Boston Scientific,
Bridgewater, Citadel, Citi, Colgate-Palmolive, Deloitte, EY, Ford Europe, GE Digital, Grant
Thornton, Groupe Schneider, The Hartford, Havas, Hewlett Packard, Hyatt Hotels, IBM, Kaiser
Permanente, KPMG, Kraft, Nestlé, Nielsen, Northwestern Mutual, OSI, Pratt & Whitney,
Procter & Gamble/Gillette, Pfizer, SC Johnson, Siemens, Singapore Airlines, Southern
Company, Subway and Wrigley.

Roger serves as faculty chair and lead instructor for the Rutgers University Design Thinking
Certificate program. Roger teaches Strategic Innovation in Product & Service Design in the
Interaction Design masters program at SVA—the School of Visual Arts—in Manhattan. His
student teams have designed breakthrough solutions for Accenture/Fjord, Capital One, Chase
Digital, Citi Growth Ventures, Deloitte Digital, Google, McKinsey Digital, and Northwestern
Mutual. He has served as adjunct faculty and visiting lecturer at the Harvard Extension School,
the IIT Institute of Design, Parsons New School, and Lawrence Technical Institute. Roger
earned degrees in Economics and Political Science from Northwestern University.
WRITING Roger is researching The DaVinci Co with co-author and Dave Hersh (CEO Monsoon, founder

CEO Jive, Andreessen Horowitz) to transfer the practices of entrepreneurial startups back into
large global enterprise and the benefits of scale to early stage ventures. Read Roger’s mind
at, and see him in action at YouTube Ampersand.

Roger and sons Cole and Everett reside in Brooklyn and Nova Scotia, where they enjoy dual

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