Stimmel Steers Brands Across Atlantic

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Name: Lee Stimmel

Age: 34

Who he is: VP-marketing and product development for Atlantic Records

Where he's from: Stimmel joined Atlantic Records in 1996 as a product manager. Prior to that, he was a director at the New York headquarters of WarnerVision, the home video and TV division of the Warner Music Group.

%%PULLQUOTE_RIGHT%% What he's done: Stimmel orchestrated the partnership between Jewel and Schick's Intuition razor for women, which marks the company's first foray into the music space. He was also instrumental in the mounting of the Pantene Pro-Voice music promotion, a branded search with Procter & Gamble for new young, female music talent that has flowered into a multifaceted integrated marketing approach.

What's next: Expect more tie-ins with Budweiser on the heels of the commercial with Atlantic artist the Donnas. Stimmel has also marked the video-game industry as a great growth opportunity for his label.

Stock-in-trade: "I think a lot of the [music] industry focuses on [maximizing] the deal. Everyone talks about wanting long-term corporate partnerships but we're really committed to being entrenched with our partners."

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