1. DAVID CHALFANT
Los Angeles, CA • 619.933.2653 • brandmatter@gmail.com • @brandhusbandry
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ABOUT ME
I am a brand development strategist and account planner across categories and media—from automotive to CPG to
technology to entertainment. I believe that the most powerful forces for igniting change in business and our daily
lives is a simple, underappreciated tool: questioning. Done with rigor and imagination, it helps us identify and solve
problems, generate game-changing ideas, and pinpoint new opportunities. The art of questioning conveys
leadership, delivers sharper optics, and inspires marketers and consumers to see things differently in any
environment, whether analog, digital, experiential, or POS.
AGENCIES TBWAChiatDayNY; Publicis; Cole & Weber (WPP); IDEO; Saatchi & Saatchi/Conill; The Garage/Team
Mazda; Rosetta/Razorfish; BLT Communications; Zambezi; goodnessMfg/Trailer Park; Ignited, Sticks
BRANDS HBO; T-Mobile; vitaminwater; Nestle; Samsung Mobile; Washington’s Lottery; American Eagle Outfitters;
Netflix; International Truck and Engine; P&G; Jenny Craig; Mazda; Universal Studios/Hollywood, Microsoft, LVMH
CATEGORIES Automotive; wireless telecom; entertainment; CPG; pharmaceuticals; fashion brands; mobile phones and
tablets; technology; fashion retail; health and wellness; beverage; BtoB, BtoC, and DTC audiences
SPECIALTIES Quantitative data demystification; story development in digital and analog spaces; creative whispering;
flexible and inclusive insight development process; consumer insight generation; qualitative research; simplification;
US Hispanic marketing; client and agency business development activist; branded content creation; social media
strategy; C-level presentation skills, pinch-hitting copywriter
EXPERIENCE
Brand Matter | Los Angeles, CA | 2002–2004 and 2008–present
Strategy Director and Founder
Brand Matter works with clients to drive business expansion through brand-centric and consumer-focused strategies. I analyze
consumer and marketplace dynamics, interpret findings, identify engagement channels, and develop creative briefs and GTM tactics.
 Transmedia campaign for season 1 launch of HBO’s True Detective
 Disruption Day leader for TBWAChiatDayNY on behalf of Pfizer’s new oncology therapies
 Oversaw brand repositioning of Netflix as original content producer in addition to content distributor
 Sole author of major white paper on the power of the US Hispanic consumer for Conill/Saatchi & Saatchi
 Wrote creative and social media briefing documents for Mazda’s launch of new generation of vehicles
 Developed positioning, creative briefs, and digital engagement strategy focused on the US Hispanic
consumer for Samsung Mobile on behalf of Rosetta/Razorfish
Fathom/DDB (Omnicom) | New York, NY | 2007–2008
Director of Account Planning and Brand Strategy
Fathom Communications is a full-serviceadvertising and marketing communications agency. I led account planning and brand
strategy practice, initiated the brand development process, defined the agency point of view, and guided campaigns from brief to
activation.
 Led innovation engagement for P&G’s Bold laundry detergent
 Briefed experiential marketing teams on campaigns for Jenny Craig and International Truck and Engine
 Developed creative briefs, targeted messaging, and digital content strategy
 Oversaw internal creative and account teams on select engagements and managed ROI
 Collaborated with external agencies and vendors, including research and production partners

2. Bulldog Drummond, Inc. | San Diego, CA | 2004–2006
The Pathfinder
Bulldog Drummond is a marketing communications and brand innovation consultancy. I was recruited to develop and lead brand
creation, positioning, and strategy engagements with Fortune 1000 companies.
 Led positioning, messaging, and communication engagement for IDEO Health practice
 Developed new retail store concept for American Eagle Outfitters aimed at affluent consumers ages 25–40
o Responsibilities included naming, visual identity, brand story, voice, and merchandising collateral; 28
locations
Siegel + Gale (Omnicom) | New York, NY | 2000–2001
Vice President
Siegel + Gale, a brand consulting firm whose clients include3M, American Express, Caterpillar, and the US Air Force, provides
strategic market positioning, verbal and visual expressions across all media, simplified communications, onlinebranding, and
tailored relationship programs. I was recruited to develop a media/entertainment practice.
 Led brand definition for HNTB, an engineering, architecture, and planning firm with 2800 employees
 Spearheaded brand strategy for Berklee College of Music, including brand definition (promise statement,
personality attributes, and targeted messages), brand architecture, Web strategy, and collateral and
advertising campaigns
WME|IMG | New York, NY | 1995–2000
Director of Branded Content Development
IMG manages a portfolio of branded celebrities and celebrated institutions, including top athletes, broadcasters, models, classical
musicians, authors, educational and cultural venues, and events. IMG is also a leading marketing consultant to Fortune 500
corporations in communicating brand value, boosting brand awareness, and promoting the long-term viability of a brand.
 Recruited to head branded content and intellectual property division
 Provided strategic marketing services to corporate and celebrity clients as a senior member of a cross-
disciplinary consulting team
 Oversaw client management and development of writers and artists
 Led growth of the division, increasing revenues by 300% over four years
 Created department infrastructure and recruited and managed executives and staff; held P&L responsibility
 Negotiated co-branded marketing alliances with Target, Discover Card, and Smucker’s
 Initiated and developed consulting relationship with Prada Sport, resulting in first-year fees of $1M
 Developed and sold brand extensions for Tiger Woods and Bob Costas; secured seven-figure financial
guarantees for limited rights to their intellectual property from Time Warner and Random House respectively
ALMA MATER
Columbia University | New York, NY
Comparative Literature and French
ET CETERA
Ghostwriter and editor for writers in live storytelling events such as Taboo Tales and the Moth; joke writer for up-
and-coming comedians; love-letter ghost for men and women who grew up in a 140-character universe; a pro at
making authentic Neapolitan pizza in 900-degree ovens; designed and built my own racing motorcycle from the
ground up; lived with hippies and scorpions in a beachfront palapa at the bottom tip of the Baja peninsula until I
really needed a shower; et, je parle couramment français et je connais bien les vins français.