Elyse Roth has been named executive director of strategic partners at Troika/Mission Group (T/M Group), the company said Monday.

In this new role, Roth will work to connect T/M Group with brands looking to build their businesses via the power of entertainment and branded content.

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“Troika believes every brand is an entertainment brand in today’s hyper-connected, consumer-first marketplace,” Roth said in a statement. “I wholeheartedly agree, and am excited to join a team that believes that every brand — from Fortune 500 to startup — can benefit from adopting the best of entertainment and advertising in their marketing and communications.”

She’ll split her time between T/M Group’s New York and Los Angeles offices and report to Dan Pappalardo, co-founder and president of Troika.

For the past two decades, Roth has worked in entertainment and branding. She served as a showrunner on Comedy Central’s The Jon Stewart Show and The Daily Show. She then went on to produce for comedian Sandra Bernhard and others.

On the agency side, she has worked at advertising agencies Young & Rubican and Chiat\Day before heading to Trollbäck + Co. Most recently, she worked at brand consultancy RedPeak, a division of Kyu.

Tags: career moves elyse roth troika mission group

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