Workshops (2010)

Walmart, Retail Marketing: The Evolution of the Walmart Brand and Engaging yourCore Customer

Chad Fox, Director of Brand Marketing, Walmart

Chad grew up working in his family’s Western Auto store – retail is in his blood. He joined the Marine Core after high school, and then attended Texas Tech where he completed his undergraduate and graduate degree. Following college, Chad went to work for The Richards Group in Dallas where he led teams conducting brand strategy and communications work. After six years at Richards, he headed to Tyson Foods to help develop and launch a new corporate brand. After two years at Tyson, Chad was recruited to Walmart where he played a critical role in repositioning the Walmart brand. From there, he headed up Marketing for the food business, as well as completed a tour through Grocery Merchandising. Today, he’s back in Marketing with responsibilities for shepherding the Walmart brand. Chad is happily married to his college sweetheart Ashleigh. Together, they have two wonderful children, Max and Hadley.

Todd Holscher – Director of Private Brands Food Marketing, Walmart

Todd Holscher is a Director of Marketing focusing on Private Brands.  In the two years he’s been at Walmart, he’s introduced over 100 Great Value products and in snacks, beverage and dairy.  He also introduced Walmart’s new premium brand – World Table.  World Table is positioned as a highly incremental, highly profitable niche brand with anticipated sales over $100 in 2011. Prior to Walmart, Todd was a Sr Manager in Global Innovation for ConAgra.  He’s held traditional brand marketing roles on Windex, Dole, Mother’s Cookies and Butterball.  He’s a ’99 graduate of the Kellogg School of Management.  His primary area of career focus is innovation.

General Mills, A Look at Inovation

Dave Eisen, Marketing Manager, General Mills

As a Marketing Manager in the Meals Division, Dave is responsible for the Old El Paso brand.

Eisen began his career at General Mills in 2000 as a summer intern Associate Marketing Manager in the Big G Cereal Division.  In 2001, he returned full-time to Big G, where he managed Wheaties Energy Crunch along with all Wheaties Special Events and PR – including the 2002 Wheaties Super Bowl and Olympics American Champions packages.  He then moved to the Lloyd’s Barbecue business, where he managed diverse product, packaging, and marketing efforts resulting in the first profitable year under General Mills ownership.  After completing a Sales rotation at the Wal-Mart General Mills Sales office, Dave moved to Yoplait, where he managed multiple businesses in the Kid Yoplait portfolio.  On Go-Gurt, Dave led an integrated marketing and new product campaign that drove record performance for the brand in 2004 and 2005.

In 2005, Dave was promoted to Marketing Manager and joined the Meals Division, with New Products responsibility.  Dave led the national launch of Hamburger Helper Microwave Singles, generating $50MM in sales in its first year.  He then launched Wanchai Ferry Chinese Dinner Kits, a new brand in the United States marking General Mills’ entrance into the rapidly growing Asian Meals category.  Dave also prepared Macaroni Grill Dinner Kits for a successful national launch.  In 2007, Dave moved to the Baking Division, where he assumed responsibility for the Betty Crocker Cake & Frosting and Gold Medal Flour businesses, along with a range of Divisional customer, marketing, and staffing initiatives.  Among Dave’s business model and brand building initiatives in Baking were transformational pricing strategy and line packaging redesign efforts on Gold Medal and premium innovation on Betty Crocker Cake.

In 2001 Dave received his MBA from Harvard Business School.  Prior to HBS, Dave worked as a Marketing Consultant at Yankelovich Partners for five years.  At Yankelovich, Dave advanced to the level of Associate Director of Client Service with the Yankelovich MONITOR^â, a leading American lifestyle study examining the impact of consumer attitudes and behaviors on the marketplace.

In 1994, Dave received his Bachelor of Arts degree in American Historical Research cum laude from the University of Pennsylvania, where he was named a Benjamin Franklin scholar.

Nike, Amplifying Sport to Drive Consumer Engagement

Todd Pendleton, Director, Global Brand Communications, Nike

Todd Pendleton brings 16+ years of Brand Marketing and Communications experience to Nike, Inc.

He currently is the Global Brand Communications Director leading all of the advertising, digital, media and business affairs worldwide.

During his tenure at Nike, Todd has held various roles within the marketing organization.

As North America Brand Manager for Basketball Todd led the team that signed LeBron James and Kobe Bryant along with creating Nike's first ever published book: "Sole Provider: 30 Years of Nike Basketball".

He also served as Marketing Director for Germany, Austria, Switzerland and Slovenia leading local efforts for the 2006 World Cup in Germany.

More recently, Todd held leadership positions in the Asia Pacific and North America Brand Communications teams.

Under his strategic and creative leadership Nike has executed brand and industry defining communications including: Nike “Freestyle” (Time Magazine's Ad of the year); Nike Battlegrounds (MTV programming and global event); Air Force One 25th Anniversary: "Better Than I've Ever Been" Grammy nominated song; China JDI Olympics campaign and Lance Armstrong: "Livestrong" initiative.

More recent work includes: Tiger Woods: “Earl & Tiger” comeback ad, the 2010 World Cup: "Write the Future" campaign and LeBron James: "Rise" creative.

Before Nike Todd worked at Saatchi and Saatchi Advertising in New York on the P&G account.

A native Bostonian Todd lives for Boston sports, Friendly's, the Cape, grinders, steamers and chowda.