David Hattenbach
25+ Years Turning Insight Into Brands That Win!
Studied at Carlson School of Management (Minnesota)
Worked at University of California, Berkeley
Available tomorrow at 9:30 PM UTC
Questions? Start chatting with this coach before you get started.
David's Offerings
Custom hourly · $79/hr
Get help with Branding, Content Creation, and .
David also coaches for Product Marketing and Startup Founders. View all.
David’s Marketing Qualifications
Coaches professionally
Experience level: Executive
I've spent 25+ years building and marketing brands across a wide range of categories including iconic names like T-Mobile, Clorox, ESPN, Honda, Lexus, and Taco Bell. I've also helped scrappy startups, including my food brand I built from the ground up. Along the way I've led brand strategy, product innovation, digital marketing, consumer research, and go-to-market planning. I've done it both as an in-house executive and as an agency partner running my own consultancy for CPG and hospitality clients. I've developed a proprietary framework for uncovering the psychological "why" behind consumer behavior, led award-winning campaigns (Effies, D&AD Black Pencil, Clios, Ogilvy Award), and taught the next generation of marketers as an adjunct professor at UC Berkeley. Whatever stage you're at (clarifying your brand's story, building a product pipeline, figuring out pricing, or turning insight into a marketing plan that actually works) I bring real-world experience from both sides of the table. My goal is simple: help you see your path forward clearly and move on it with confidence.
David can help with:
Branding
Content Creation
Digital Marketing
Marketing Strategy
Market Research
Promotion Strategy
David also coaches for Product Marketing and Startup Founders. View all.
Work Experience
Adjunct Professor
University of California, Berkeley
December 2023 - April 2025
• Developed and taught innovative marketing and management courses for the Berkeley Digital Marketing Certification program. • Specialized in go-to-market planning and product management to equip students with practical skills. • Engaged students through interactive learning experiences, fostering a collaborative educational environment. Strategic Planning, Business Analysis and +2 skills
CEO
Good Thinking Foods
May 2023 - Present
• Oversaw full financial and operational ownership of Good Thinking Foods, driving strategic initiatives across all business functions. • Led product development and business planning, ensuring alignment with market trends and consumer needs. • Developed comprehensive marketing and DTC sales strategies to enhance brand visibility and customer engagement.
Chief Marketing Officer
Secret Ingredient Marketing
September 2017 - November 2023
Led consumer research, marketing strategy, brand design, and product development for established and emerging CPG and foodservice brands. Gave them new consumer insight, positioned their products in the market, grew social media communities, and created high converting digital marketing campaigns. Clients include Dairy Queen, Peet’s Coffee, YUM! Brands, Mizkan, KIVA, Taco Bell, KFC, and McDonald’s.
VP Marketing
Epsilon
July 2016 - August 2017
Led the integrated strategy practice including brand communications and data strategy on various accounts including the agency's largest account Del Monte Foods and its portfolio of brands. Coordinated media planning, public relations, shopper marketing, digital marketing, and traditional advertising teams and created an integrated marketing plan that increased Del Monte’s canned vegetables sales (+5) in a declining category using fewer working dollars.
VP, Group Strategy
Ddb
June 2010 - August 2013
Successfully led the strategic planning team in the creation of highly effective integrated advertising campaigns for Clorox brands. The highly acclaimed Bleachable Moments campaign drove double digit growth in Clorox Bleach household penetration (+12) and turned around the steeply declining bleach business. The Honest Clean campaign for Pine Sol was the highest scoring campaign in the brand's history.
Education
Carlson School of Management (Minnesota)
Bachelor's degree, marketing communications