Paul Hatch Email & Phone Number

Louisville, Kentucky, Us

• Lead marketing for the CenterWell Primary Care division of Humana, driving marketing strategy and execution, overseeing a $50M+ budget and leading a team of 40+ associates, including 2 Associate Vice Presidents and 2 Directors. Oversee full-funnel performance marketing, member acquisition, branding, marketing analytics, agency management, digital marketing, and segmentation efforts to drive growth for 300+ centers nationwide, generating nearly $5B.

Bentonville, Arkansas, Us

• Led the membership acquisition marketing strategy and execution for Sam’s Club, overseeing a $100M+ budget and leading a team of 3 Directors and 4 indirect Senior Managers/Managers and 15+ dotted-line marketing team members to strengthen branding, marketing analytics, performance marketing, and segmentation efforts to drive membership acquisition and gross margin for 600 clubs nationwide, generating $74B. • Spearheaded the deployment of marketing promotional strategies, using analysis of traffic, conversion, and purchasing KPIs to measure program performance against key acquisition metrics (CAC, ROAS, CPA) across social, search, affiliate, display, video, and email marketing channels. • Orchestrated direct communication, performance expectations, and delivery of member value proposition, creating new offerings, developing new membership benefits/tiers, and analyzing/finalizing membership pricing.• Collaborated with senior leadership to build and align on future membership vision and strategy, and develop and test new program ideas resulting in a new membership income performance increase.• Created stage-gate approach for advancing innovation in membership offerings, initiating robust cross-functional engagement to deliver over 100 new loyalty and membership concepts which are moving into testing for future development. 𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭• Guided customer insights, business case development and execution for new member acquisition campaign, resulting in exceeding quarterly acquisition plan by 150%

Bentonville, Arkansas, Us

• Recruited and promoted into a rotational executive development role in Walmart International, a $120B division of Walmart with ~700K employees located throughout 6K stores in Central America, South America, North America, Europe, Africa, and Asia. • Mentored and led two managers, managing budget, championing employer talent brand marketing rollout, orchestrating modernization of process and technology, aligning 50 worldwide stakeholders/executives, delivering a 27% improvement in market-accepted systems by influencing prioritization of resources for 20 key projects across 8 countries.• Spearheaded internal branding projects that focused on driving transformation, spanning strategic initiatives (e.g., working with c-suite to establish strategic plans, influencing Tech leads to allocate resources) and executional actions (e.g., implementing initiatives across markets, building new methods to get visibility to market data).• Elevated the brand and effectiveness of the International People team by designing and implementing the strategic framework, introducing metrics to measure KPIs, and initiating a workplace culture of excellence.𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬• Created a cross-market communications strategy to drive sourcing and sharing of best practices across Walmart's international corporate offices, which increased engagement with digital collaboration tools by 85% and resulted in multiple programs being adopted and replicated in several countries• Initiated a new strategic approach for leadership development program focused on identifying and developing future Latino and Asian leaders, which resulted in nearly 40% of participants receiving promotions or expanding their roles to new areas. • Oversaw introduction of Agile and sprint-based working model, directly resulting in increased solution quality and project velocity by 11%.

Bentonville, Arkansas, Us

• Managed locally-targeted regional integrated marketing programs for the C-Store and Neighborhood Market Business Units supporting over 700 stores, for more than $20B of sales for local relevance (culture and local laws).• Coached and guided a team of Senior Managers and Associate Managers to set the strategic marketing principles and geographic focus for their teams, including field and operations' integration to drive a high-performance center of excellence culture.• Led creative development and execution for omni-channel marketing initiatives, successfully exceeding annual target for Fuel / C-Stores (+125%) and Neighborhood Market division (100bps above plan).• Partnered with operations to drive customer traffic through targeted digital, social and mobile advertising, television, radio, FSI/print, events, and in-store marketing, resulting in comp sales growth above plan.𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬• Directed marketing team through 130 new store openings, delivering $5B in incremental sales and 81% of sites opening above plan (+3 pp YoY) by building strong operator partnerships and managing multiple agencies in the creation of customer-preferred creative• Built competitive marketing campaign for 400+ stores across the Southeast that drove $100M in incremental sales, traffic lift of 20 bps, and share increase of 1.1 share points.• Led development and execution of an integrated marketing strategy in preparation for a fierce discount retail competitor entering the US market, which resulted in high social engagement and positive sentiment (89%-100% vs. Walmart average of 78%) and stores performing 160 bps better than projected.

Bentonville, Arkansas, Us

• Accountable for driving overall marketing strategies for multiple categories at different times, including Health & Wellness, Grocery, Baby, and Beauty SBUs, directing annual advertising planning (Circular, TV, Print, Digital, Social, Mobile, Influencer), tracking customers trends, and behavior impacting all 5K+ US stores.• Responsible for all category marketing initiatives, including the development of annual and seasonal marketing plan, end to end execution of marketing campaigns with media and creative agencies, and managing an annual budget of ~$100M and a team of Directors, Managers, and Associate Marketing Managers𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭• Executed multi-channel marketing campaign increasing customer quality perception by 3% and resulting in Food department traffic growing +60bps

Bentonville, Arkansas, Us

• Identified, developed, and executed new technological, digital, and innovative experiences in stores, walmart.com, and mobile applications to enhance customer and shopper experience.• Directed a 5-person team including Senior Managers, Managers, and Associate Managers, overseeing a $30M innovation development and marketing budget to support and execute Domestic US corporate initiatives. • Drove continuous technology process improvement initiatives, including directing large, cross-functional teams encompassing Tech, Ops, Legal, Finance, Merchandising, Financial Services, and eCommerce to increase overall operational efficiencies and effectiveness.𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬• Built the Savings Catcher app – Walmart’s first omnichannel loyalty program delivering 40 bps lift for stores and 300bps lift for Walmart.com, and drove new app downloads over 150% to plan• Collaborated with agencies on briefing through creative on multiple national and seasonal advertising campaigns, consistently delivering ROI of ~$12 and strong total box sales lift.

Bentonville, Arkansas, Us

• Oversaw the development and execution of Walmart brand strategies for marketing and innovation with a budget of $10M identifying behavior-based target solutions and campaigns to drive revenue growth.• Organized integrated digital brand marketing campaigns and media plans focused on awareness, credibility, and sales, including mobile strategies reaching ~10M mobile users and e-mail marketing campaigns reaching ~25M customers.• Leveraged big data advertising traceability analytics for an improved brand targeting, messaging, and ROI measurability.• Authored unique new digital interactive website customer experience leveraging cutting-edge technology, reinforcing Walmart's brand perception as a low-price leader, and led digital, technical, and creative professionals through all stages of development, site testing, and launch.𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭• Managed creation and execution of a national Holiday advertising campaigns, including TV, digital, radio, and in-store, which resulted in $11:1 media efficiency and a total box lift of 40 bps

Bentonville, Arkansas, Us

• Spearheaded marketing growth strategy for the Grocery–Frozen and Dry Meals business, collaborating between the Merchant organization and project teams to develop and innovate product solutions growing the category. • Coordinated with internal and external creative teams to develop marketing program elements and projects, analyzing Retail Link information, panel data, trend data, customer insights, and other relevant data sources to evaluate program performance.• Organized and led marketing co-op programs to support the growth of ice cream, "game time" products (e.g., football season snacking), and frozen meals in partnership with suppliers to promote their items and drive category growth. 𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬• Championed national marketing campaign supporting the return of Layaway, driving 78% national awareness of the service in 4 weeks and increasing sales 189% to plan• Developed and executed a Holiday grocery marketing campaign delivering a +0.6% lift in grocery sales and 40% gross margin return on ad spend, funded through $5M in supplier-funded media.

Purchase, New York, Us

• Ensured the successful national execution of the Stacy’s Pita Chips and Lay’s Brand Calendars and worked with cross-functional teams to commercially new innovative products for Lay’s, Doritos, and Cheetos.𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬• Kick-started Lay’s Kettle Chips sales trajectory with a leading-edge marketing campaign to record 130% growth in top-line sales vs. prior year• Led the product design, test market, and validation for Frito-Lay Singles, which delivered $50M in first-year sales and was the company’s top revenue-driving innovation for 2008.• Created a shopper marketing plan for Stacy’s Pita Chips, increasing sales 125% vs prior year.

Purchase, New York, Us

• Supported the analysis, development, and execution of the national customized in-store marketing programs to elevate shopper experience for key large format customers for Lay’s and Tostitos brands.𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭• Partnered with creative agencies in developing one of Frito-Lay’s first online promotions, which resulted in 10% seasonal comp for the company’s largest brand, Lay’s potato chips.

Mba, Marketing & Corporate Strategy

Ba, Communications