Companies that adopt challenger brand principles tend to be more innovative, more dynamic, grow more rapidly and display more momentum and energy in their marketplace.

Challenger brands are the ones we all notice more and that get talked about, and they are the brands and companies making a more meaningful difference in our lives.

The challenger brand approach is an entirely different way of operating.

And there's a big difference between just understanding what it means to be a challenger brand and actually acting like a challenger brand.
Meet the Expert

About Chad

  • 20 years experience working on billion-dollar brands in the food & beverage industries including PepsiCo, Campbell’s Soup, Nestle and General Mills.
  • Expert and speaker on the practice of adopting a "challenger" strategy and mindset, and how challengers approach innovation.
  • Clients include: Marriott Hotels & Resorts, Darden Restaurants, Kraft/Cadbury, Hewlett Packard, SAB Miller Molson Coors, Jim Beam, Bayer, Novartis,  Callaway Golf, New Balance, Crayola, Red Bull, PepsiCo, Cargill, Nestle, Reckitt Benckiser, Schick Wilkinson and Del Monte.


Partner • eatbigfish
2007 — Present
  • A specialized brand, marketing and innovation strategy consultancy with a unique focus on "challenger brands."
  • Client work spans the spectrum of business, brand and marketing-driven activities – insight generation, strategic or marketing planning, brand strategy and identity, innovation, execution and team culture and behavior. 
  • Large clients: Hewlett-Packard, Intel, US Cellular, Marriott Hotels & Resorts, Darden Restaurants, Heineken, SAB/Miller-Coors/Molson/Modelo, Beam Inc., William Grant & Sons, Kraft/Cadbury, Nestle, PepsiCo, Cargill, Delhaize, Del Monte, Bayer, Novartis, Pfizer, Shire, New Balance, Callaway Golf, Crayola, Red Bull, Reckitt-Benckiser and Kao Brands.
  • Smaller startup or entrepreneurial clients: Lark, Physic Ventures – Corazonas and Own Personal Care, Duke Cannon Supply Co., Neverlikeditanyway, Skins, iiamo, Nest Naturals/Plum Organics and a startup social network challenger to Facebook.
Senior Director • Pepsico
2000 — 2007
  • Led strategy and development of six new growth platforms for PBNA with the objective to deliver $1.0B in new revenue, and four (4) new growth platforms for PepsiCo. Presented plans to the CEO and Board of Directors, securing approval and resources for development and commercialization.
  • Launched three (3) new trademark platforms: Ben & Jerry’s, Quaker Beverages and Fuelosophy, whose combined projected national annual sales were in excess of $500 million, and each delivered an accretive profit margin to PepsiCo.
  • Completed two (2) acquisitions: Naked Juices and Izze
  • Introduced Mountain Dew ‘LiveWire’ and ‘Pitch Black’ line extensions that contributed 60% and 20% to PCNA annual volume and profit growth respectively.
  • Led water category innovation, launching Aquafina Flavor Splash, Sparkling Water and ‘Essentials’
  • Developed long-term strategic plan and innovation pipeline for Mountain Dew, Aquafina, SoBe and Dole brands.
  • Led the development of SoBe Lifewater, Mountain Dew line extensions and MDX & Amp energy drinks, and Dole Sparkling juices.
Senior Marketing Manager • Campbell's Soup Company
1998 — 2000
  • 'Red & White' Brand and Innovation, developed 5-year turn-around plan, presented to and approved by the Board of Directors, with the goal of reversing long-term volume declines on the brand, and increasing % of sales from premium innovation to more than 25% (up from 5% in 1999).
  • Launched a ‘ready to serve’ line of soups, and Soup-to-go and Soup-at-hand microwaveable product/package innovations -- the first product and package innovation on the flagship brand in over 100 years. Achieved incremental sales of $250 million and awarded ‘Best New Product Launches’ in 1999 & 2000. 
  • Led strategy and plan to reposition ‘cooking’ varieties from “value” to “convenience.” Increased marketing investment 15% to $80 million and grew sales +2% and profit +10% without raising prices. Launched website and first online marketing effort.
Marketing Manager • General Mills
1993 — 1998
  • Cereal Partners Worldwide, a 50:50 joint venture between General Mills, Inc. and Nestle, SA, with global sales of $850 million.
  • Managed 5 brands and increased the portfolio’s market share in France from 11% to 19%, propelling the French country operation to profitability 18 months ahead of plan.
  • Developed and implemented integrated marketing programs for the 1998 World Cup, resulting in +15% volume growth for participating countries, +30% volume growth in France and driving a record-high market share of 25%.
  • Built 3-year pipeline of new products, and launched 2 new brands in France: Nestle Crunch and Apple Minis, whose sales exceeded plan by 50% and 33% respectively, and drove annual French market volume sales +18%.
  • Lucky Charms – managed 3rd largest brand with sales of $165 million and marketing budget of $30 million. Delivered double-digit growth (+10% sales and +12% profit) and achieved highest market share in over 4 years.
  • Multi-Grain Cheerios –Managed a major supply-chain crisis and identified ingredient cost-savings of $1.5 million.
  • Wheaties – Managed sports marketing efforts, including negotiation of sponsorships with NFL, NCAA, Michael Jordan and other professional athletes. Marketing plans delivered market share growth to 4 year high.


University of Pennsylvania, The Wharton School
MBA, Marketing, 1997
University of Pennsylvania
MA, International Studies, French, 1997
Dartmouth College
BA, Engineering, French, 1993

Academic Honors

Cum Laude

Keynote Speeches

Puerto Rico Association of Sales and Marketing Executives - April 2014

Advertising Week 2013 - NYC

Brainscape Dubai 2012 -- Organized by Omnicom/PhD

DScoop 2012 -- Digital Marketing and Printing Conference, Washington DC

Brand Manage Camp 2011 - Las Vegas

Private Corporate Events: Senior Leadership, Marketing, Sales and Innovation Conferences -- Reebok (2013), Glaxo Smith Kline (2013), Dorel Industries (2013), Beiersdorf NA (2012), Intel (2012), Microsoft (2012), Marriott Global Operators (2012), Darden Officer Meeting (2012), Heineken USA (2012), Bayer N. America (2011), Reckitt-Benckiser (2011), Kraft Foods (2011), Digicel Communications (2010), Jabra (2010), Schick-Wilkinson (2009), and numerous others prior to that.

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