by Kathleen Uson (’17)
Earlier this month, UCLA Anderson’s Marketing Association (MA) held its 6th annual Roles in Marketing Roundtable Brunch. This event, organized by MA’s incoming VPs of FEMBA Relations Laura Lefkowitz (FEMBA ’17) and Jill Flickinger (FEMBA ’17), gathered high-level alumni from a range of industries — including entertainment, health care, wealth management and gaming — for a weekend of networking and sharing marketing insights with current Anderson students.
Opening the event was Michael Rathauser (’99), SVP of marketing at Lionsgate, who delivered the keynote presentation. Rathauser started his career in advertising account management before coming to Anderson to pursue entertainment marketing. Now at Lionsgate for 17 years, he described how his role — along with the marketing landscape — has changed over time. “Today is one of the most exciting times to be a marketer. The world is so different; there is now the promise of technology [to] understand what consumers are responding to.” It is especially true, he said, for an industry in which tech advancements and new formats affect product consumption and sales. Rathauser now oversees packaged media and digital marketing efforts for Lionsgate’s home entertainment releases, including hit franchises such as The Hunger Games and Divergent.