# David de BETELU > Brand Marketing & Retail Strategy Executive | Chewy, Sephora, Old Navy, Target, Bain Location: San Francisco, California, United States Profile: https://flows.cv/daviddebetelu Experienced marketing, branding, and retail strategy executive who has helped the growth at some of the most iconic and beloved brands in the US, including Target, Sephora, Chewy, Old Navy, Williams-Sonoma, Visa, and Petco. Co-Founder of Maison Danel, a French Pâtisserie, Viennoiserie, and Salon de Thé in San Francisco. Fluent in Mandarin Chinese; intermediate in French (CEFR B1). ## Work Experience ### Chief of Staff @ Chewy Jan 2025 – Present Lead strategic planning across marketing functions. Develop and implement action plans, define KPIs, and monitor progress and performance of key cross-functional projects. Champion insights from customer data, brand and campaign performance, and market data with executive leadership and internal stakeholders to identify opportunities and make tradeoffs decisions. Communicate enterprise priorities and marketing initiatives across the organization to gain buy-in and strengthen company culture. ### Head of Brand Marketing @ Chewy Jan 2023 – Jan 2025 Led Chewy Brand Marketing, Product Marketing, International Marketing, and Social Media divisions to build awareness and consideration for the Chewy brand with breakthrough full-funnel campaigns and activations. Oversaw the development and execution of go-to-market strategies for the loyalty and auto-replenishment programs that drive over 80% of company sales, and the adaptation of the Chewy brand internationally to meet the unique needs of Canadian pet parents. Fostered deeper connections with customers by partnering with the internal creative teams and external influencers to create relevant and engaging content. ### Co-Founder and Chief Creative/Marketing/Financial Officer @ Maison Danel Jan 2017 – Jan 2024 | San Francisco, CA Co-founded and ran Maison Danel, a French Pâtisserie, Viennoiserie, and Salon de Thé, a destination in San Francisco to enjoy beautiful pastries, authentic French cuisine, fine teas, and locally roasted coffee in an elegant salon setting ### Vice President, Integrated Marketing and Brand @ Petco Jan 2022 – Jan 2023 Oversaw marketing for all business units (Merchandising, Owned brands, Services, Memberships), channels (Online and Stores), and the Petco brand. Partnered with the Operating Committee and Marketing Centers of Excellence to build Petco's brand story and realize its purpose of improving the lives of pets and pet parents. Responsible for Go-To-Market Planning, Brand Strategy, Strategic Positioning, Integrated Execution, Vendor Co-Marketing, and Social Media & Live Commerce ### Director, Brand & Marketing Strategy @ Old Navy Jan 2018 – Jan 2022 | San Francisco Bay Area Led key omni-channel initiatives to build customer lifetime value, loyalty, and brand love. Created smarter ways to connect with customers through online and in-store experiences. Built Old Navy’s annual and seasonal marketing strategies through a comprehensive understanding of the customer, brand, and retail landscape. Leveraged data to tell stories and craft presentations for company investor and board meetings. Led team of experts in customer data, consumer research, brand equity tracking, and competitive intelligence. Led inclusivity initiatives as part of the Color Proud Council ### Director of Retail Strategy & Customer Experience @ SEPHORA Jan 2017 – Jan 2018 | San Francisco Bay Area Oversaw vision and execution of key omni-channel retail strategies, leveraging both online tools and in-store experiences to create a holistic customer journey. Owned strategic planning across the retail organization, including in-store beauty services, education, and operations. Championed consumer research and provided key business insights to cross-functional partners ### Director of Brand Strategy @ SEPHORA Jan 2014 – Jan 2017 | San Francisco Bay Area Championed the Sephora brand and developed strategies to build consumer love and loyalty. Created a new brand positioning aligned to corporate purpose to connect with customers, inspire employees, and differentiate against competitors. Launched Let’s Beauty Together branding campaign to reinforce Sephora's new customer promise. Led the Media strategy team to plan and execute best-in-class, cross-channel advertising and partnerships to generate buzz and customer engagement ### Director, Media & Advertising Products @ Visa Jan 2011 – Jan 2014 Developed and brought to market new, industry-leading marketing solutions based on Visa card purchase data. Led cross-functional team members from Engineering, Analytics, and Legal to gain approval, build, and manage marketing products that deliver custom advertising campaigns and loyalty programs for Visa clients. Served as retail industry expert and led strategy discussions with retailers. Trained and developed team members ### Marketing Manager, Design Trade Program @ Williams-Sonoma, Inc. Jan 2008 – Jan 2011 | San Francisco Bay Area Set and managed business strategy, marketing plan, and P&L for the Design Trade Business Sales Division. Promoted retail and direct channel sales to interior designers and architects. Built new online channel from the ground up and established a tiered loyalty program with exclusive benefits to drive sales. Partnered with key stakeholders in Public Relations, Merchandising, Store Operations, Finance and Legal teams across a portfolio of brands including Pottery Barn, Pottery Barn Kids, PBteen, West Elm, Williams-Sonoma and Williams-Sonoma Home. Directed creative agencies to concept and execute websites and campaigns, including catalog, digital, and social media (Facebook, Twitter, YouTube). Partnered with CRM to optimize display advertising and native search (SEO). Prioritized resources and allocated divisional budget for all marketing programs. Coached and mentored team members ### Senior Marketing Specialist, Branding @ Target Corporation Jan 2006 – Jan 2008 Developed corporate marketing strategy and promoted the Target brand. Led cross- functional teams to generate buzz, increase awareness, and reinforce Target's Expect More. Pay Less. brand promise. Crafted launch strategies for new markets and new product categories. Formed strategic partnerships with brands, designers, and influencers in partnership with Merchandising, Public Relations, Community Relations, Sponsorships, and Events. Oversaw Grand Opening marketing and generated awareness and excitement for major store openings. Managed workflow and professional development of direct reports ### Team Lead, Strategy & Guest Insights @ Target Corporation Jan 2004 – Jan 2006 Led cross-functional teams to craft the vision and execute the strategy for company-wide initiatives. Developed consumer insights based on guest behavior and attitudes from qualitative and quantitative research. Translated findings into strategic imperatives for executives in key functional areas including Merchandising, Marketing, Stores, and Technology. Developed and managed customer profiles and acted as the voice of the consumer throughout the organization. Reinvented categories such as Club Wedd, Target’s wedding registry, and launched groceries as a key growth category ### Associate Consultant @ Bain & Company Jan 2000 – Jan 2002 Developed business strategies for clients in a wide range of industries. Led work stream to diagnose issues, conduct due diligence and competitive benchmarking, perform market and financial analyses, and present results to client senior management ## Education ### BA in Computer Science Rice University ### Graduate Fellowship in Architecture The Ohio State University ## Contact & Social - LinkedIn: https://linkedin.com/in/davesha --- Source: https://flows.cv/daviddebetelu JSON Resume: https://flows.cv/daviddebetelu/resume.json Last updated: 2026-04-13