Summary
Overview
Work History
Education
Skills
Professional Recognition And Community Involvement
Client And Brand Experience
Timeline
Generic

Cheryl Hatfield

Fayetteville,Arkansas

Summary

An accomplished marketing and commerce executive with multi-functional experience in general management; business leadership and campaign management at global, national, and retailer-specific levels; operations; business development; and global HR. An innovative, results driven professional with proven leadership success derived from strong business acumen, collaboration, and the ability to build trusted relationships both internally and externally.

Overview

30
30
years of professional experience

Work History

PRESIDENT & OWNER / GENERAL MANAGER

True Dat Holdings Corporation D/B/A Nautical Bowls
02.2022 - Current
  • Launched a new restaurant concept focused on açaí superfood bowls in Northwest Arkansas, including all aspects of commercial real estate, buildout, operations, HR, sales, and local marketing and events.
  • Collaborated with franchisor and franchisees in other markets on best practices across all aspects of the business. Identified as a go-to franchisee for expertise in Marketing.
  • Reduced operational costs through efficiencies in staffing, scheduling, and sourcing to save time and money without sacrificing quality or guest experience.
  • Grew business from obscurity to over $300K in annualized sales, a loyalty base of over 1K guests, and a top 10 location in social media following across the entire franchise.

SVP, MANAGING DIRECTOR

VMLY&R Commerce (VYC)
08.2018 - 02.2022
  • Managing Director of Northwest Arkansas office and Walmart Inc COE, ensuring a team of 50+ delivered Walmart Inc omni-commerce expertise across all clients and businesses, including Kimberly-Clark, GMI, Nestle USA, Colgate-Palmolive, 3M, Coca-Cola, Mondelez, and more
  • Strategic business lead for Coca-Cola North America client, directing a cross-functional team of 25+ people and building the business to a top 5 growth client
  • Partnered with The Coca-Cola Company (TCCC) Brand teams and Integrated Marketing Experience team to deliver national shopper campaigns, channel strategies, activation and system engagement ideas. Partnered directly with the O2O (online to offline) organization on digital commerce and eCommerce initiatives, and key customer and retailer teams to develop customer-specific adaptations of national marketing campaigns as well as custom marketing programs
  • Global lead of Experiential, Shopper, Promotions campaigns for assigned WPP Integrated Agency Team Global Charters for The TCCC, architecting team and workflow across all VYC global markets, and engaging with TCCC Global Agency Operations and Shopper leads on global brand shopper campaigns. Worked across geographies and time zones to ensure globally relevant and considered campaigns.
  • Oversaw the business P&L and delivered YOY revenue growth and contribution margin improvement, driving +79% revenue growth and +12% CM improvement
  • Partnered with Finance, Operations, and our Commercial team in all aspects of business management
  • Collaborated with teams and leadership across WPP agencies to deliver collaborative and fully integrated campaigns for shared clients
  • Member of North America Executive Leadership Team and TCCC Global Leadership Team

SVP, CUSTOMER SOLUTIONS & CLIENT LEADERSHIP

The Mars Agency
11.2014 - 08.2018
  • Led Customer Solutions team, a retail specialist team of 50+ people located across 10 US markets to provide strategic commerce consultation, retailer-specific strategies and activations for all clients at their key accounts
  • Re-established the Customer Solutions capability structure, personnel, and go-to-market strategy to showcase stronger breadth and depth of capability and expertise
  • Reframed and commercialized the team’s purpose, products and services, redefined approach to scoping work and resource funding
  • Led creation and commercialization of the agency’s Commerce practice, including new business development efforts and relationship with the P2Pi
  • Client P&L responsibility for Walmart U.S., Samsung, and Hallmark
  • Business leadership of the agency’s AOR relationship with Walmart U.S Marketing and consulted with the Canada team
  • Led development of Walmart's Shopper Marketing Framework, Shopper Marketing Playbook, and was a key instructor for training all Walmart Marketing Associates

VP, CLIENT LEADERSHIP - TEAM WALMART

The Mars Agency
02.2012 - 11.2014
  • Strategic business lead for the Grocery, Health & Wellness, and Consumables ideation work, including co-op programs.
  • Participated in or led special task forces comprised of multiple agencies and Walmart Marketing personnel, including creation and development of Walmart's go-to-market strategy related to co-op marketing (B2B).


BUSINESS OPERATIONS & SALES CONSULTANT

Mercury11
08.2011 - 02.2012
  • Led general business operations and HR while engaging in sales strategy for a marketing technology start-up, Mercury11 (later acquired by Shoptology)
  • Collaboratively developed SEO workflow; authored customer response protocols for SaaS products; created product demonstration workflow and led customer product demonstrations.

EVP, GLOBAL HUMAN INTERESTS

Saatchi & Saatchi X
08.2007 - 06.2011
  • Led all aspects of HR globally for Saatchi & Saatchi X. Member of the Saatchi X global executive leadership team and Saatchi & Saatchi Worldwide Human Interests Board
  • Engaged in business planning for all regions globally, advising on key strategies, metrics and P&L targets
  • Led analysis of organizational structure by region and by total organization to identify structural outages and implications to competitive pricing by market

VP, OPERATIONS

Saatchi & Saatchi X
08.2002 - 06.2005
  • Conducted pricing analysis and created new pricing strategy in partnership with P&G Walmart Global Customer Team Marketing Operations Leadership
  • Developed agency operational processes and ways of working to drive efficiencies.

DIRECTOR, CLIENT OPERATIONS & ACCOUNT LEADERSHIP

Saatchi & Saatchi X
10.2001 - 08.2002
  • Led P&G Walmart Global Customer Team business
  • Directed a 12 person Account Leadership team and led double-digit business growth, consistently achieving business growth and financial targets
  • Engaged in annual business planning across all business units

MANAGER, ACCOUNT LEADERSHIP

Saatchi & Saatchi X
12.1999 - 10.2001
  • Led engagement and marketing campaign development with P&G WGCT Baby, Fem Care, Health Care, Consumables, and Sam's Club Brand Managers and Marketing Operations Team

SR. ACCOUNT EXECUTIVE

CJRW Northwest (formerly Blackwood Martin & Assoc)
05.1995 - 12.1999

ADVERTISING MANAGER / ADVERTISING MEDIA MANAGER

JB Hunt Transportation
05.1994 - 05.1995

Education

Executive Education -

Harvard Business School

Leadership Summit -

Soderquist Center for Leadership Ethics

BA: Journalism - Advertising & Public Relations

University of Arkansas

Skills

  • Marketing and Advertising
  • Campaign Strategy
  • Business Development
  • Annual Planning
  • Strategic Planning
  • Business Planning
  • Account Management
  • Problem Solving
  • Creating and Delivering Presentations
  • Program Oversight
  • Financial Leadership
  • Contract Negotiation
  • Revenue Growth
  • Budget Management
  • Operational Excellence & Operations Oversight
  • Project Management

Professional Recognition And Community Involvement

  • Journal of Retailing, April 2021: Co-author, https://www.sciencedirect.com/science/article/abs/pii/S0022435921000099?via%3Dihub, Retailer Marketing Communications in the Digital Age: Getting the Right Message to the Right Shopper at the Right Time
  • Effie Judge 2018-2021
  • Who’s Who in Shopper Marketing (2018): One of four executives profiled by Shopper Marketing Magazine., https://shoppermarketingmag.com/profile-cheryl-hatfield-senior-vice-president-client-leadership-mars-agency
  • Northwest Arkansas Community Involvement: NextUp/Network of Executive Women Operations Team and Committee Team Leader (2022); American Diabetes Association, Kiss a Pig candidate / High Hoof Award finalist (2015); NWA Big Brothers Big Sisters, Board Member (2010-2013), University of Arkansas Guest Lecturer, Internship Presentation Judge, Mock Interviewer, MBA Program Panelist (2007-2011)

Client And Brand Experience

  • The Coca-Cola Company
  • Walmart US
  • Walmart Canada
  • Procter & Gamble
  • Henkel
  • General Mills Inc
  • Kimberly-Clark Corporation
  • Samsung
  • Bacardi USA
  • Campbell’s Soup Company
  • Pepperidge Farms
  • Conagra Brands
  • Hallmark
  • Tyson Foods
  • Perdue Farms
  • Ben’s Original

Timeline

PRESIDENT & OWNER / GENERAL MANAGER

True Dat Holdings Corporation D/B/A Nautical Bowls
02.2022 - Current

SVP, MANAGING DIRECTOR

VMLY&R Commerce (VYC)
08.2018 - 02.2022

SVP, CUSTOMER SOLUTIONS & CLIENT LEADERSHIP

The Mars Agency
11.2014 - 08.2018

VP, CLIENT LEADERSHIP - TEAM WALMART

The Mars Agency
02.2012 - 11.2014

BUSINESS OPERATIONS & SALES CONSULTANT

Mercury11
08.2011 - 02.2012

EVP, GLOBAL HUMAN INTERESTS

Saatchi & Saatchi X
08.2007 - 06.2011

VP, OPERATIONS

Saatchi & Saatchi X
08.2002 - 06.2005

DIRECTOR, CLIENT OPERATIONS & ACCOUNT LEADERSHIP

Saatchi & Saatchi X
10.2001 - 08.2002

MANAGER, ACCOUNT LEADERSHIP

Saatchi & Saatchi X
12.1999 - 10.2001

SR. ACCOUNT EXECUTIVE

CJRW Northwest (formerly Blackwood Martin & Assoc)
05.1995 - 12.1999

ADVERTISING MANAGER / ADVERTISING MEDIA MANAGER

JB Hunt Transportation
05.1994 - 05.1995

Executive Education -

Harvard Business School

Leadership Summit -

Soderquist Center for Leadership Ethics

BA: Journalism - Advertising & Public Relations

University of Arkansas

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Cheryl Hatfield