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Derek Detenber

Chief Marketing Officer

Chief Marketing Officer, Artisanal Brewing Ventures

Charlotte, North Carolina

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Derek Detenber's Email Addresses & Phone Numbers

Derek Detenber's Work Experience

Artisanal Brewing Ventures

Chief Marketing Officer

Charlotte, North Carolina Area

IBM

Sr. Client Representative

June 1997 to July 1999

Columbus, OH

Massage Envy

Senior Vice President Marketing

April 2015 to May 2018

Scottsdale, AZ

Derek Detenber's Education

UNC Kenan-Flagler Business School

MBA, Marketing

1999 to 2001

Northwestern University - Kellogg School of Management

2013 to 2013

Miami University

BS, Marketing

1993 to 1997

Derek Detenber's Professional Skills Radar Chart

Based on our findings, Derek Detenber is ...

Charming
Straightforward
Goal-oriented

What's on Derek Detenber's mind?

Based on our findings, Derek Detenber is ...

52% Left Brained
48% Right Brained

Derek Detenber's Estimated Salary Range

About Derek Detenber's Current Company

Artisanal Brewing Ventures

Frequently Asked Questions about Derek Detenber

What company does Derek Detenber work for?

Derek Detenber works for Artisanal Brewing Ventures


What is Derek Detenber's role at Artisanal Brewing Ventures?

Derek Detenber is Chief Marketing Officer


What is Derek Detenber's personal email address?

Derek Detenber's personal email address is d****[email protected]


What is Derek Detenber's business email address?

Derek Detenber's business email addresses are not available


What is Derek Detenber's Phone Number?

Derek Detenber's phone (704) ***-*172


What industry does Derek Detenber work in?

Derek Detenber works in the Marketing and Advertising industry.


Who are Derek Detenber's colleagues?

Derek Detenber's colleague is Jacquelyn Zaccardelli


About Derek Detenber

đź“– Summary

Chief Marketing Officer @ Artisanal Brewing Ventures Charlotte, North Carolina AreaSr. Client Representative @ IBM Responsible for analyzing corporate strategies, business objectives and technology infrastructure to develop business case and financial justification for IBM technology and consulting solutions From June 1997 to July 1999 (2 years 2 months) Columbus, OHSenior Vice President Marketing @ Massage Envy Head of consumer marketing organization for $1.5B, 1,170 unit PE owned, franchised retail concept. Responsible for strategic brand leadership, brand repositioning, annual marketing planning and building organization capability. Lead marketing strategy, creative development & production, media, PR, Digital, Social and Field Marketing functions. Member of Leadership Team and frequently engaged in Board level discussions.• Developed strategic partnership with the PGA TOUR to launch the brand’s biggest inovation in its history, Total Body Stretch. Partnership centered around branding the Tour’s mobile Player Performance Center trailers, and telling authentic stories about how elite athletes prepare for competition and care for their bodies. Initial Total Body Stretch metrics exceeded Plan.• Negotiated 10 PGA TOUR Player Ambassador deals to activate the PGA TOUR sponsorship. Ambassador strategy ranged from developing relationships with major champions to identifying up and coming players and included, 2017 FEDEX CUP Champion and Player of the Year, Justin Thomas.• Reshaped Brand’s marketing execution approach by centralizing and scaling all regional media buys through national media partner. Also, centralized redundant digital/social functions from regions to into Corporate marketing team, making emerging technology more effective and efficient, while reducing inefficiency and inconsistency created with multiple local agencies. Plan, that had to be voted on and ratified by the Franchisees, was overwhelmingly approved and increased the national budget by 120%, while significantly improving marketing ROI• Restructured marketing department, brought in new, key agency partners, while consolidating other agency needs. Built digital/social human resources to better fit existing business needs, and also implemented key measurement, tracking, and digital marketing technology platforms to improive message targeting and to increase visibility to results. From April 2015 to May 2018 (3 years 2 months) Scottsdale, AZVice President - Brand Management @ The Wendy's Company Leader of the brand management team for $9B multi-national brand. Functional responsibility includes strategic leadership, annual brand and financial planning, innovation and leadership of marketing communication process. Lead staff of 20 associates, including 4 direct reports.• Led brand transformation effort culminating in brand imagery overhaul and redesign of the brand's marketing and communication strategy. Efforts improved business results, including same restaurant sales growth in 13 of 14 quarters despite declining category. • Developed and launched brand's new two-pronged, multi-channel advertising campaign featuring the brand's namesake (Wendy Thomas), focusing on the brand's values and a recurring character (Red), focusing on promoting the brand's products. Campaign generated 12pt YOY change in total communication awareness and improved brand health measures.• Partnered to improve organization's digital, social and CRM capability through focused strategy, increased human and technical capabilities, which led to a more effective digital program. Individual digital marketing programs won prestigious awards such as a Silver Lion at Cannes, the Facebook Studio Award, and a finalist for the Effie Award.• Led development of new Beverage category strategy that includes new product platforms and holistic marketing campaign. Program designed to improve overall brand relevance with the key Millennial target, grow sales and enhance restaurant margins. Launch exceeded expecatations and extended in future years.• Served as an active member of Wendy's Corporate Social Responsibility task force designed to proactively address issues and improve key quality, sustainability, supply chain and human capital standards. From May 2011 to December 2014 (3 years 8 months) Dublin, OHDirector of Marketing - EAS & Zone Perfect Businesses @ Abbott Laboratories Led globally organized $350MM nutrition portfolio with full profit and loss accountability. Oversaw all business and financial planning processes, including annual strategic and marketing planning, long range strategic plans, and month to month financial reporting and operational planning. Managed team of 40 people including domestic marketing, and international marketing and sales.• Led transformation of the EAS brand from a niche, specialized nutrition business to mainstream sports nutrition brand. Initiated complete redesign of the brand's target consumer, positioning, marketing and communication strategies that was validated through detailed consumer research and led to share leadership through double-digit growth in first two years after rollout. • Constructed proprietary three-tiered system of direct-to-store beverage distributors to launch new EAS products into the convenience & gas channel. The network covered over 80% of the United States and was on pace to deliver $25MM in incremental sales in 2011.• Integrated domestic and international businesses, including driving a long range global reorganization plan focusing resources on strategic growth markets, mitigating regulatory risks, and improving operational efficiency, leading to a 14pt. margin improvement for the international business. From July 2008 to May 2011 (2 years 11 months) Columbus, OHSr. Marketing Manager - Gatorade @ PepsiCo Responsible for marketing and communication strategy, sports asset activation, as well as traditional and digital advertising/media efforts for division’s largest and most profitable brand.Led brand’s strategic planning team whose charge was to transform Gatorade’s marketing model by understanding broader target segments through deeper consumer insight and to develop relevant strategies and capabilities to attack innovation white spaces.Leveraged initial learning to develop two new advertising platforms - League of Clutch and Power of Hydration. Copy test shows persuasion scores were nearly 2x the benchmark.Leveraged sponsored athletes and other sports assets, through a partnership with MySpace, to transform brand’s digital programming with Gatorade’s first-ever social networking program. Engagement and interaction metrics all exceeded plan by more than 10%. From 2007 to 2008 (1 year) Chicago, ILSenior Marketing Manager - Propel Fitness Water @ PepsiCo Responsible for marketing and communication strategy, tactical planning, as well as traditional and digital advertising/media efforts. Brand grew from $200MM to $500MM+ in three years.Led effort to develop deeper consumer segmentation model and used insight to develop new integrated marketing and advertising campaign. New campaign increased relevance by 10%. Developed key partner and distributor relationships needed to open up new health club distribution channel. Channel delivered $10MM in incremental sales in first year. From 2006 to 2007 (1 year) Chicago, ILMarketing Manager - Propel Fitness Water @ PepsiCo Identified a consumer need gap which led to commercializing Propel Calcium, brand’s first subline, that delivered 145% of Plan in launch year.Developed 3 TV ads for Propel’s award-winning “Drip” campaign that drive sales +25% PCYA From 2004 to 2006 (2 years) Chicago, ILAssistant/Associate Marketing Mangaer @ PepsiCo Responsible for new product development, execution of marketing communication, and for activation of sports assets, such as NASCAR, for the $180MM juice brand.Led team to develop and execute an activation plan for the inaugural Tropicana Twister 300, including in-market promotions, on-site activation, and a race branding strategy. The $600M investment drove 12% volume increase locally and returned $4.7MM in equivalent media.Executed quarterly retailer specific consumer promotions leveraging large properties, such as ESPN, the NFL, and Monster’s Inc. All promotions achieved goal of 15% increase in display activity and had positive ROI for the business. From 2001 to 2004 (3 years) Bradenton, FL / Chicago, IL


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In a nutshell

Derek Detenber's Personality Type

Extraversion (E), Sensing (S), Feeling (F), Judging (J)

Average Tenure

2 year(s), 4 month(s)

Derek Detenber's Willingness to Change Jobs

Unlikely

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