Rich Lobel is the kind of guy that demands action, whether it’s riding his Harley through winding upstate roads, climbing to the top of a mountain to breathe fresh air, or skiing down double black diamonds to scare himself silly. He attacks everything with an exuberant passion. This attitude is reflected in his leadership by ensuring every Altitude Group campaign reaches a zenith of inspiration and creativity.

First job — AAE on Post Raisin Bran… first task… tell us the average amount of raisins in the box… so I counted 20 random boxes and averaged the raisins…

Biggest challenge — Balancing work, family and ‘play’ lives since living in the media and marketing world requires you going at 200 miles per hour almost every day to stay ahead

Indulgence — Short ribs and a great bottle of red with my wife and two amazing kids

Life motto — “Life’s too short to eat bland chili…”