Alvan Al Chaney, Jr

Marshfield, WI 54449
aachaneyjr@gmail.com

(715) 897-8893
https://www.linkedin.com/in/alchaney
SENIOR MARKETING & BRANDING EXECUTIVE

Accomplished and enthusiastic marketing executive offers broad and significant competence in
developing and deploying integrated marketing plans. Possesses an impressive record of achieving
growth and results. My recognized experiences include:
Leadership & Staff Development
Strategic & Annual Planning
Branding & Brand Standards
Strategic Messaging & Brand Equity Building
Market Research and Data-mining
P&L/Budget Management
High Performance Teamwork
Traditional & Digital Media
Interpersonal, Listening & Communication Skills Relationship Building & Influencing
Highly proficient computer skills with Microsoft Word, Excel, PowerPoint
PROFESSIONAL EXPERIENCE
Marshfield Clinic, Marshfield, WI (2006- Present)
Provides patient care, research, and education through 50+ locations in northern and central WI.
Director, Marketing & Communications (June 2013- July 2016)
Director, Marketing (March 2006- May 2013)
Formulated vision, strategies, and plans for marketing, communications, and brand-building
initiatives within $2 billion healthcare organization. Led 50+ highly-engaged and valued staff among
several marketing/communications departments including internal & external communications,
marketing, creative services, media relations, and print shop. Strategically directed 3 marketing
agencies in branding, brand activation, creative development, media planning, etc. Reported to COO.
Developed and evolved brand strategy and brand standards, which has increased organizational
brand awareness and perception by 40% through numerous awarding-winning campaigns;
Works closely with executive and operational leadership teams to develop strategic marketing
plan, which identifies, translates, and addresses institutional objectives and goals;
Leads enterprise-wide mission, vision, and core values development and deployment;
Commissioned, designed, and evaluated 35+ category-leading market research studies, which has
positioned Marshfield Clinic as one of strongest healthcare brands in Wisconsin;
Created the #1 and highest awareness healthcare tagline in Wisconsin: Dont Just Live. Shine. ;
Leveraged segmentation analyses, persona development, CRM, etc. to optimize targeting;
Cultivated a leading digital marketing competency from nothing, by creating the top healthcare
blog, Shine 365, in Wisconsin, while increasing Facebook Likes more than 23 times to 12,000.
American Red Cross, North Central Blood Services, St. Paul, MN (2003- 2006)
One of the most recognized and trusted not-for-profit organizations in the world.
Director, Marketing & Community Relations (October 2003- February 2006)
Reported directly to CEO. Functioned as a leading and influential member of the senior leadership
team. Effectively led 4 critical departments (Donor Recruitment, Planning & Strategy,
Tele-recruitment, and Marketing/Communications), which included 55+ FTE. Provided vision,
strategic oversight, and day-to-day leadership of all marketing-related functions.
Created organizations first strategic marketing plan and developed the sales and marketing
initiatives which led to the 3rdhighest production year in the organizations 55-year history

Alvan Al Chaney, Jr
Al Chaney

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PROFESSIONAL EXPERIENCE, continued

The Pillsbury Company, Minneapolis, MN (1994- 2001)

A $6B consumer food and foodservice company; acquired in 2001 by General Mills, Inc.
Director- Category & Customer Development, Frozen Breakfast (2000- 2001)
Led strategic and tactical sales planning for frozen breakfast lines. Planned and implemented sales
policies that improved customer service and operating efficiency through collaborative planning.
Created and deployed successful customer specific trade programs
Motivated subordinates, maintained team spirit, and delivered a high-level of business
performance during 18-month acquisition integration with General Mills
Director of Sales- Emerging Channel Development (1996- 2000); Group Marketing ManagerEmerging Channel Development (1995- 1996)
Created business-building strategies and plans for 6 customer-channel teams (club, mass merchant,
military, drug, limited assortment, and convenience stores).
Generated $300 million in new sales while doubling profitability
Designed and executed market research that influenced Target to add groceries to its stores
Increased sales 75% by developing customer-focused, new distribution plans
Group Marketing Manager- Refrigerated Sweet Baked Goods (1995); Marketing ManagerRefrigerated Baked Goods, New Products (1994- 1995)
Directed annual strategic planning process; set the vision; and, produced 10% average sales growth
for two lines of refrigerated, sweet baked goods. Led the cross-functional, product development
team that successfully launched Grands! Sweet Rolls nationally.
Recognized with divisional vision award for the Grands! Sweet Rolls launch
Exceeded sales target by 70% while achieving the profit goal in Year 1
General Mills Incorporated, Minneapolis, MN (1985- 1994)
A $6B consumer packaged food marketer.
Marketing Manager- Ethnic Markets & Channel Development (1992- 1994)
Became first brand manager for Hispanic marketing efforts. Established ethical standards and
organizational credibility. Directed, developed and implemented Hispanic marketing, creative, and
media plans for 13 individual brands. Successfully achieved the overarching business objective: grew
sales by 14% by deepening products penetration into Hispanic households.
Launched the first cereal brand, Buuelitos, formulated to the taste preference of the U.S.
Hispanic market while leading the companys fastest new cereal introduction
Developed the companys first ethnic marketing program, including vision, strategy, & plan
Received divisional award for strong business results and brand stewardship
Marketing Manager- Big G Adult Cereals and Big G Child Cereals (1988- 1992)
Revitalized and grew Total cereal after a 5-year decline. Strategies focused upon increasing
consumption among existing and lapsed users. Refreshed famed Stacking Bowls TV campaign.
Grew sales volume +5% annually for the first time in 5 years
Drove meteoric growth among three stagnant child cereal brands: Golden Grahams, Kix, and
Cinnamon Toast Crunch by increasing household penetration and improving product appeal.
Increased sales, an average of, +28% on each of the three brands
Created enduring brand positioning and imagery thats still employed today

Alvan Al Chaney, Jr
Al Chaney

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PROFESSIONAL EXPERIENCE, continued

Assistant Brand Manager- Yoplait Yogurt Established Brands (1987- 1988); Assistant Brand
Manager- Betty Crocker Side Dishes (1986- 1987); Marketing Assistant- Pop*Secret Microwave
Popcorn (1985- 1986)
Advanced through various assignments of increasing brand management responsibility while honing
essential skills in cross-functional team leadership and critical thinking.
COMMUNITY LEADERSHIP/BOARD MEMBERSHIPS
Central Wisconsin Literacy Council- Marshfield, WI (2014- Present) President
Wisconsin Department of Tourism- Madison, WI (2012- Present) Marketing Advisory Committee
Wisconsin Institute for Public Policy & Service- Wausau, WI (2009- Present) Advisory Board
Marshfield Area YMCA- Marshfield, WI (2007- 2013) Marketing Committee Chair
Marshfield Area United Way- Marshfield, WI (2007- 2013) Executive Committee
Operation de Novo- Minneapolis, MN (1997- 2006) Board Chairman; Vice-President
Minneapolis Jaycees Charitable Foundation- Minneapolis, MN (2001- 2006) Strategic Planning
Committee
Greater West Metro Humane Society- Buffalo, MN (2001- 2004) Vice-President; Strategic Planning,
Chair; Executive, Building, and Investment Committees
Greater Minneapolis Crisis Nursery- Minneapolis, MN (1990- 1997) Board Chair; Vice-Chair;
Executive Committee; Marketing Committee Chair
YMCA, North Community- Minneapolis, MN (1987- 1988) Marketing Committee Chair
EDUCATION
Masters of Business Administration (MBA, Marketing)
Columbia University- New York City, New York
Chairman, Black Business Students Association MBA Conference
General Foods Corp.- Columbia University School of Business Minority Fellow
Bachelor of Arts (BA, English)
The University of Connecticut- Storrs, Connecticut
Board Member, Student Union Board of Governors
President, Tri-Dormitory Council
Varsity Letter Earner, Football
College Preparatory Diploma, includes Military Service
United States Military Academy Preparatory School- Fort Monmouth, New Jersey
Received an accelerated promotion for exceptional leadership during basic training