Executives Marisela Rodriguez, Todd Palmerton Join Wasserman

Wasserman has hired Marisela Rodriguez as Vice President, Brand Creation & Licensing and Todd Palmerton as Vice President, Event Creation & Management, the agency announced Thursday.

Rodriguez, who will work out of Wasserman’s Brooklyn office, and Palmerton, based in the San Francisco Bay Area, formally began their roles last week.

Rodriguez will oversee the consumer product and brand licensing strategies for Wasserman, while Palmerton will focus on developing, launching, and managing live events on behalf of the agency’s sports talent clients and music artists.

Rodriguez joins Wasserman from Major League Baseball, where she served as Director of Hard Goods, responsible for product line development, brand extensions and business strategy for the league’s 30 teams through relationships with industry leaders including Fanatics, New Era, and Yeti. Before joining MLB in May 2017, she served as Director of Toys & Games at Nickelodeon, where she was instrumental in building robust licensing programs for properties like Dora the Explorer, SpongeBob SquarePants and Teenage Mutant Ninja Turtles.

Palmerton previously worked at Live Nation, where he was Vice President of Business Development, responsible for expanding platforms and monetary streams for music festivals and assisting with international live distribution models. Prior to Live Nation, Palmerton was the Senior Global Director of Live Music for Red Bull, responsible for shaping Red Bull’s brand image in music through global marketing campaigns, events, live broadcasts, content creation and partnerships. Palmerton began his career as a music manager for Deckstar Management in Beverly Hills, Calif., and enjoyed a successful career as a music promoter and multi-venue owner/operator in San Francisco.