Dave Elzinga

Background

About Dave Elzinga

I am a Senior Advisor to McKinsey & Company with 30 years of Advertising, Marketing and Brand Strategy experience. I have experience in building and delivering brands ranging from multi-billion-dollar businesses to new launches in categories including: Airlines, Beverages, Cars, Consumer Electronics, Credit Cards, Fashion Retail, Luxury Cruise, Online Retail Marketplaces, and PharmaceuticalsAs an Expert Partner at McKinsey. Led brand positioning programs for $1B+ brands. This included deep understanding of competitor positioning and advising clients on translating the positioning strategy into go-to-market programs like creative campaign development Created the new-to-the-world Consumer Decision Journey in 2009. This concept and methodology helps brands harness the power of the combination of the most effective creative message with the highest impact touchpoint (e.g. TV, social media, etc.). Served as interim CMO for fashion retailer, leading creative services, performance marketing, and e-commerce teams. Led Global Marketing Excellence programs for multiple clients to upgrade capabilities across foundational marketing dimensions such as advertising, customer insights, marketing planning, and brand positioningWhile at The Quaker Oats Company.Managed brands in beverages and snacks divisions. Dave led the advertising development process from concept development to final in-market advertising for 25+ executions on the Gatorade, Snapple and Quaker Chewy businesses. Re-launched Quaker Chewy brand with new brand positioning and advertising campaign. Redeployed 100% of promotional spending into brand building advertising leading to a doubling of the business revenue in 5 years Prior to Quaker, I began my career in media planning at Grey Advertising in New York in Media PlanningMBA in Marketing from The Kellogg Graduate School of Management and BA in International Economics and Politics from Northwestern UniversityLead the branding/marketing committees on the Board of Directors for two non-profit organizations: Heartland Alliance - An anti-poverty, social justice organization that provides services (food, housing, healthcare, job assistance) and support to those facing systemic barriers to a safe, secure and stable future Chicago Humanities - The premier local platform for culturally thoughtful entertainment that creates experiences through provocative conversations and inspiring performances with the biggest names in art, film, literature, politics, music, tech and entertainment on stages across Chicago