Al Chaney is an independent, marketing consultant specializing in building brands; identifying and leveraging key consumer insights; and, relevantly differentiating client brands from competitors to win in the marketplace.
Prior to establishing his consulting practice, Al gained 30+ years of marketing & brand-building experience at four world-class organizations. Most recent, Al led the marketing & communications functions for over 10 years at Marshfield Clinic. During his tenure, he adeptly re-positioned the Clinic’s brand to become the most recognized in healthcare in Wisconsin. Further, Al oversaw the completion of nearly 40 market research projects, which gleaned vital insights that led to market-winning strategies, growth-igniting tactics, and award-winning advertising.
Prior to joining Marshfield Clinic, Al led all marketing-related functions at The American Red Cross, North Central Blood Services, St. Paul, Minnesota. While there, Al not only brought leadership and strategic thinking, but also results. He led the 3rd-best donor recruitment year in the history of the blood center.
Al began his career spending over 17 years between General Mills, Inc. and The Pillsbury Company (Minneapolis, Minnesota). Al progressed through several traditional and non-traditional positions in marketing and in sales, including managing several established brands; guiding new product and line extension development and market introductions; and, cultivating new sources of grocery distribution in emerging channels, like big box stores. Additionally, he brought innovation to his work. Al led the development of the still very popular mega-pack cereals for warehouse clubs; was the first manager of ethnic marketing at General Mills, which led to the development of the first cereal formulated for the taste preference of U.S. Hispanics; and, further, he authored the seminal market research, which encouraged Target to roll-out grocery products to all of its stores.
Al earned his Master of Business Administration (MBA) from Columbia University, New York, NY; and, his Bachelor of Arts (BA) from the University of Connecticut, Storrs, CT.
Personally, Al is a dedicated and proud father of three daughters: Alison, Simone, & Marielle. Importantly, throughout his entire adult life, Al has been an active member of his community, enthusiastically serving on local boards and committees as well as coaching youth athletics. Currently, he’s involved with the Wisconsin Institute for Public Policy & Service, Marshfield Area Convention & Visitors Bureau, the Central Wisconsin State Fair, and North Central Wisconsin Workforce Development Board.
Principal, Chaney Marketing Strategy