Head Of Storytelling And Brand Marketing
Brand marketing lead during Habit’s most transformative growth phase. Oversaw the company’s first major marketing investment, building the brand foundation from the inside out. Hired to spark bold ideas, reshape perception, and build a brand people talk about. Unified storytelling with strategy, leading integrated teams in brand, digital, social, PR, creative, and field marketing. Managed internal teams and cross-functional partners across brand, digital, eCRM, PR, field marketing, and MarTech. Put Habit on the cultural map with stunts, campaigns, and experiences that blended humor, relevance, and surprise. Check out the case study: https://barretthofherr.com/work/case-study-11 • Spearheaded full brand repositioning, including Habit’s first national branding campaign and new brand identity • Scaled Habit’s first-ever eCRM program and promotional engine, creating personalized offers and measurable ROI • Concepted and launched Habit’s first-ever brand mascot: Charlie the Briquette • Won #1 “Best Burger in America” ranking—used the title to troll In-N-Out with an award-winning OOH stunt • Rolled out retail and field marketing strategy across 350+ locations for localized impact • Launched a burger into space to win national burger day headlines. Yes, literally into space.
