Rich Suitum

President

Rich leads Exsel Marketing with a unique combination of business discipline, creative thinking, and hands-on leadership. With more than 30 years of marketing experience and a background as a CPA, Rich brings a unique perspective to every client challenge. He has led an array of diverse and complex initiatives, such as new product videos, retail store designs, and co-op advertising programs for Vibram. Beyond his work with clients, Rich has spent years mentoring young entrepreneurs and business leaders while serving on numerous nonprofit boards.

Outside the office, Rich believes balance matters. You’ll often find him enjoying time on the water with his fiancée, making a few laps around the lake by boat or kayak. When he’s on dry land, he enjoys spending time with his daughters or catching a round of golf.

number of projects opened during his career at Exsel

number of coffees consumed, ever

games of sequence played against his fiancée

Meet Rich.

How It Started

Rich’s connection to marketing started early. Growing up, he watched his mother build Exsel and saw firsthand how creative ideas could become real products on retail shelves. That experience sparked his appreciation for the power of marketing and bringing an idea from concept to reality.

At a glance:

Professional foundation	CPA
Years at Exsel	30+
Agency experience	From production to President, nearly every role inside the agency
Known for	Building relationships that last
Favorite advice	Listen first
Favorite reset	18 holes
Coffee order	Never had one
Unexpected fact	His first “marketing role” may have been his most unexpected: appearing as the model on one of his mother’s retail package designs before joining Exsel

What Clients Can Expect

Honest conversations—even when the answer isn’t easy.
Business-first marketing strategies.
Creative thinking grounded in practical solutions.
Responsive communication.
Long-term partnership.
Perspective earned through decades of experience.

A Few Career Highlights

Led Exsel Marketing for more than three decades
Successfully guided the agency through multiple economic downturns
Many of Exsel’s client relationships span 10, 15, and even 20+ year
Directed national branding and retail initiatives for global manufacturers
Helped businesses navigate change, competition, and growth opportunities through evolving marketing strategies

A Project That Still Stands Out…

Vibram’s “Sole Factor”

“One of Rich’s most memorable projects was leading Vibram’s “Sole Factor” retail initiative. Traveling across the country, he helped redesign shoe repair shops into branded retail destinations, combining merchandising, branding, and customer experience to transform nearly a quarter of each store into an immersive Vibram environment.”

See Vibram’s “Sole Factor”

See More Work

More Than a Marketing Partner

Over the years, Rich’s role has evolved beyond agency president. Today, many clients rely on him as a trusted sounding board for decisions that extend beyond marketing. Whether discussing growth opportunities, evaluating new initiatives, or navigating uncertainty, Rich brings perspective shaped by decades of real-world business experience

Thirty Years of Perspective

After more than three decades, a few principles continue to guide Rich every day.

Success comes from being prepared
Opportunities rarely arrive on a predictable schedule
Relationships outlast transactions
Marketing works best when it’s aligned with business strategy
Trust takes years to earn and moments to lose
Experience doesn’t replace innovation—it helps you apply it wisely

One Last Thought

“Marketing trends will continue to evolve, but businesses continue to grow the same way: build trust, solve real problems, and make it easy for customers to say yes.“

~ Rich Suitum

That’s enough about Rich.

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