sashaFounder and Managing Director of Innovation Protocol.
Expertise: Brand Strategy for category-leading innovators, both start-up and Fortune 500 firms, across all sectors.
Clients, agencies, media, and academic institutions call upon Sasha’saward-winning forums worldwide, from Romania to China, Switzerland to Mexico. Media channels such as National Public Radio, Forbes, and The Wall Street Journal seek his expertise on branding everything from presidential candidates to innovative start-ups and Fortune 500s. He has given keynote speechesalongside notable speakers, such as Magic Johnson, Tony Hsieh, Frank Gehry, Biz Stone, and Simon Sinek.
With over 17 years in strategic brand development, Sasha has built brands at the world’s leading advertising, PR, marketing, and branding agencies. In 2006, Sasha founded Innovation Protocol, a brand strategy consulting firm that exclusively serves innovators. As the Managing Director, he leads a team of 20 strategy consultants that currently serves clients such as Republic Services, ADP, Apollo Group, Evite, and PayPal.
When not supporting Innovation Protocol’s international clientele, he teaches graduate brand strategy at USC’s Marshall School of Business and Annenberg School for Communication. After only five years of teaching, both courses have a one-year waiting list and remain the most significant courses in both programs. On the other side of town at UCLA’s Anderson School of Management, Sasha is an Adjunct Faculty member and an Executive in Residence, coaching executive MBAs in corporate and professional brand development. Via these professorial roles, he also teaches at preeminent graduate programs, such as MIT Sloan and The Johnson School at Cornell.
Sasha holds a bachelor’s from the University of California at Irvine, a master’s in strategic corporate communication management from USC, and an executive business management certificate from UCLA’s Anderson Graduate School of Management. He is a certified Toastmaster, an Entrepreneur’s Organization leader, a Big Brother (mentor), an Eagle Scout, and a swooning husband.