WOODRIDGE, Ill. – Chicago-based strategic business consultancy and sports marketing agency PROtential has announced that Josh Russell will join the company as executive vice president, commencing with the company’s activities at the 2012 Daytona 500.
 
In his most recent position at Affinia Group, as director of sales and marketing for online, performance and racing for Raybestos Brake & Chassis, Russell was responsible for brand marketing, business  development and sales generation throughout the racing, online retail and performance enthusiast markets.
                                                                       
Russell’s primary role at PROtential will be to lead efforts on behalf of its Fortune 500 client, Smithfield Foods, in development and execution of the company’s at-track and in-store motorsports promotional program platforms – centered around its new sponsorship of the Richard Petty Motorsports No. 43 Smithfield Ford in 2012 NASCAR Sprint Cup competition.
 
Russell also will spearhead business development for PROtential and oversee its involvement in a new Chicago-based consortium of automotive marketing specialist agencies called The Brand Speed Shop.
 
Before joining Affinia as VP of marketing in 2007, he served as director of marketing for Old World Industries in Northbrook, Ill., where he handled national brands such as PEAK Antifreeze and Mr. Clean. Earlier in his career, Russell also served as a vice president and account supervisor with BBDO Chicago.
 
“Josh brings a hard-to-find mix of extensive brand management experience, CPG marketing sensibility and strong reputation to our CPG, motorsports and automotive aftermarket client base and development initiatives,” said Eric De Bord, CEO and founder of PROtential. “We look forward to our company’s next chapter, as I know Josh’s senior leadership will have an immediate, positive impact on our clients’ businesses and also on our agency’s growth.”