News and Insight

Right Formula Appoints First Commercial VP for the US

Global sports marketing agency Right Formula has bolstered its North American team by appointing former CSM SVP Rick Cuellar as its Commercial Vice President for the US.   

He joins Right Formula with 20 years of agency-side sports marketing experience, where he has led and developed sports propositions for clients including SUBWAY, DIAGEO, Sunbelt Rentals, NTT Data, and Verizon.  

Cuellar’s relationships and experience in the industry, from crafting campaigns to navigating complex partnerships, add strength to Right Formula’s successful and growing global business, including its entry into the US market.  

Rick’s experience guiding a brand’s North American sponsorship portfolio has taken a global approach in recent years as the sports market continues to boom. His work with established brands with a long history of using sports as a marketing platform and brands new to sponsorship has focused on helping them find cut through in today’s ultra-competitive sports market.   

Ashlee Huffman, Managing Director for the US at Right Formula, said: “Rick’s experience across the global sports market, where he has guided brands to leverage the right properties based on their desired outcomes, is an ideal fit with Right Formula’s approach. The strength and personality Rick brings to the US and global teams is an exciting step forward in the growth of our US business.” 

Robin Fenwick, CEO and Founder of Right Formula, said: “After establishing a stronger presence in the US earlier this year, it’s a pleasure to welcome Rick to the team. His 20 years of experience in the sport marketing industry will be invaluable for current and future clients. Rick and Ashlee are perfectly placed to support brands to tap into the huge potential the US sponsorship market offers.”

Rick Cuellar said: “In my journey as a senior marketer, I've witnessed the magic of the US sports market. I'm committed to helping brands tap into this extraordinary power to create lasting connections and experiences that truly matter. 

“I’m excited to join the team at Right Formula and combine our deep-rooted entrepreneurial spirit and desire to be the best in class. I’m fully behind Robin’s global vision for the agency, as well as the team Ashlee is building in the US. The US sports market isn't about touchdowns, slam dunks, or home runs; it's a cultural phenomenon that transcends boundaries, bringing people from all walks of life together under one banner. From stadiums to living rooms, it's an arena where emotions run high, creating a perfect platform for brands to make meaningful connections.”