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Nathan Tan is Associate Director, Brand Partnerships and Experiences at Global Cadillac. In this position, Tan is responsible for driving and executing the vision and strategy for all experiential marketing, sponsorship and partnership activities for Cadillac, as well as branded entertainment, brand experience centers and branded merchandise. Prior to joining Cadillac, Tan was at Mercedes-Benz where he led brand strategy and advertising production for the US market. While at Mercedes-Benz, he was pivotal in evolving the brand to make it relevant and resonant to a millennial target while maintaining equity with its core buyer. Before his time at Mercedes-Benz, Tan founded Forgetful Gentleman, an award winning luxury lifestyle brand that provides products, services and educational tools to help the modern man translate good intentions into gentlemanly action. He is author of The Forgetful Gentleman: 30 Ways to Turn Good Intentions into Action, published by Chronicle Books, and has been profiled by The New York Times, The Wall Street Journal, Bloomberg BusinessWeek and NPR, among others. Additionally Tan has brand management experience at Coca-Cola where he worked in the tea innovation group. He began his professional marketing career at Lowe New York, a leading global advertising agency. Tan is a dual British and American citizen and has traveled to over 53 countries and counting. He holds an MBA from the Darden School at the University of Virginia and a bachelor’s degree in Business/Economics from Wheaton College (IL).