Ulli Appelbaum

Ulli is the creator and lead strategist of Positioning-Roulette. He is a seasoned marketing and brand strategist with over twenty years of experience in building brands in Europe, Asia, Latin America, and, for the last fourteen years, the US. Prior to launching Positioning-Roulette, Ulli held various senior corporate positions, including Global Planning Director at both Fallon Minneapolis and BBDO Chicago,as well as Head of Account Planning at both BBDO Germany and Leo Burnett Chicago. He has contributed to seven Effie awards and an ARF Ogilvy award for Excellence in Research. Ulli lives in Minneapolis, Minnesota.


All the Positioning-Roulette cartoons have been created by Helmut Kruse, a freelance creative director and illustrator based in Budapest, Hungary. More about his work, portfolio, and services can be found at

Join us

We’re always looking for very senior, well-connected, independent marketing strategists to help us expand Positioning-Roulette outside the US and Germany. If you fit the profile and the idea sounds appealing, please contact us.


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