Eric Asche

Chief Marketing and Strategy Officer

Truth Initiative


As the leader of Truth Initiative’s marketing team, Eric Asche is developing successful, life-saving public education campaigns that are changing attitudes, beliefs and behaviors surrounding tobacco use. Young people everywhere are encountering Eric’s compelling messaging through a broad spectrum of media channels.

Eric has considerable experience crafting campaigns around the dangers of smoking.  Before joining Truth Initiative in 2006, he was account director at the award-winning advertising agency GSD&M in Austin, Texas. There, he worked with Truth Initiative on a number of successful efforts, including EX®, Bob Quits, Mary Quits, Great Start, and Circle of Friends. He also managed accounts for several nationally known brands, including AT&T, Southwest Airlines, Kinko’s and the publisher of Rolling Stone, Us Weekly, and Men’s Journal.

Prior to that, Eric led business development for an advertising tracking firm and directed nationwide merchandising and consumer and business-to-business campaigns for a financial institution with more than $500 billion in assets.

Eric’s ability to develop marketing campaigns that affect hearts and minds will be critical in achieving Truth Initiative’s ambitious goals to de-normalize smoking and tobacco use.