David Hattenbach

David Hattenbach

GLOBAL FOOD MARKETING EXPERT WITH START UP EXPERIENCE

Summary

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Work History

Work History
Oct 2008 - Present

Chief Marketing Officer

Secret Ingredient Marketing
Chief Marketing Officer Clorox: Developed the breakthrough" Bleachable Moments" integrated marketing campaign that drove 15% increase in household penetration and has turned around the steeply declining Clorox Liquid Bleach business. Pine Sol: Created a new brand position that resulted in the most successful advertising campaign in Pine Sol history. One Touch: Developed a new Global brand position and identity that drove consumer engagement and purchase interest. Yum Brands! Developed course curriculum and content for Yum! Brand's Marketing College and served as an adjunct professor teaching marketing best practices. Soy Joy: Drove all aspects of digital marketing including website development, display, SEO and paid search. Wing Street: Created a new brand platform and marketing strategy for the Wing Street brand that drove a 20% increase in same store sales. Chipotle: Helped refine its“ food with integrity” positioning and understand its role in driving brand preference. Dairy Queen: Conducted a food innovation workshop that resulted in a promising new sweet treat platform. and legal department to redesign the packaging and craft on-pack communications. Mitsukan Rice Vinegar: Provided insight into how consumers navigate the Asian sauce aisle and how to overcome barriers to cooking Asian food at home.
Jun 2006 - Sep 2008

Senior Vice President

Secret Ingredient Marketing
Senior Vice President, Global Marketing Director Foote Cone & Belding Direct budgeting and P&L responsibilities for the Global YUM Brands business. Successfully led a global team of 10 senior marketing and advertising professionals. Executive member of the KFC food innovation team working with senior management to create a new product development process. Executive member of the Taco Bell International“ Touch-point Innovation” team that developed a new branded service standard, new product packaging and a new restaurant layout. Won $50M in new business in Russian, China, India and UAE. Instituted new process & discipline procedures that improved creative development productivity 100%.
Nov 2002 - Jun 2006

Senior Vice President, Strategic Planning Director

Foote Cone & Belding
Senior Vice President, Strategic Planning Director Led marketing and advertising for the $6B Taco Bell business including driving the Think Outside the Bun campaign, which achieved 5 years of same-store sales growth and became the most successful campaign in Taco Bell history. Led the development and launch of dozens of highly successful new products including the breakfast menu, the Fresco menu and the Fourthmeal menu. Developed insight-based marketing strategies for over 20 new products in a 3.5 year span. Developed the in-depth understanding of category dynamics that led to the“ hi-low” marketing strategy that fundamentally changed Taco Bell's menu vision and calendar planning strategy. Page 2
Jul 2001 - Oct 2002

Rubin Postaer & Associates

Rubin Postaer & Associates
Associate Research & Planning Director Conceived the“ Master of Life” brand identity that repositioned the Acura brand, drove brand perceptions up market and doubled purchase intentions. Developed an innovative marketing strategy that reversed 2 years of declining sales of the aging RL model. Successfully co-led a department of 10 Strategic Planning professionals.
Oct 2000 - Jul 2001

Senior Account Planner

Deutsch Advertising
Senior Account Planner Developed the highly regarded“ Feel The Joy” campaign that helped the brand grow 40% per year. Worked across multiple business units to create a Brand Architecture DIRECTV that synthesized their various offerings including Broadband Services and Advanced Products into a unified brand vision. Successfully launched DIRECTV DSL and helped it become the leading national provider of DSL broadband services for the home. Worked with Advanced products partners such a TiVo and Ultimate TV to refine their communication strategy.
Jun 1997 - Oct 2000

Senior Account Planner

Ground Zero Advertising
Senior Account Planner Developed the communications strategy for ESPN2 that earned a Top 10 Creative Brief of the Year Award from the US Account Planning Group, a Gold Clio and a D&AD Black Pencil. Won a Gold Effie for the ground-breaking Atlantis Resorts work that produced a 200% increase in bookings and helped Atlantis become one of the most successful new resort launches in history. Developed the strategy behind the Effie winning LA Times work that bucked the national trend and turned around a 5-year readership decline.
Feb 1996 - Jun 1997

Account Planner

TBWA Chiat/Day Advertising
Account Planner
Feb 1993 - Feb 1996

Research Associate

Carmichael Lynch Advertising
Research Associate Traveled with truck drivers and talked with fleet operators to develop the insights that led to Effie winning marketing campaign for Mack Trucks. Developed a segmentation study that identified unique rider types which helped Polaris better market its line of snowmobiles.

Education

Education
2013

University of Minnesota