Marketing Director, King’s Hawaiian
Jason Waggoner is the Director of Marketing at King’s Hawaiian Bakery where he currently leads an agile, passionate team of brand marketers focused on delivering profitable brand growth through breakthrough, innovative creative content, insightful, strategic business assessment and strong cross-functional collaboration. Over the past 5 years, as a member of the King’s Hawaiian marketing team, Jason has played an integral role in driving unaided brand awareness from 4% to 11%, total brand awareness from 55% to 81%, household penetration from 22.3% to 30.1%, and purchase frequency from 3.4 to 3.9. Jason began his career at General Mills in Minneapolis, MN where he had the good fortune to study and learn classical CPG marketing techniques and frameworks while driving growth on some of the most powerful brands in the world. This experience is the foundation of his approach as he combines new thinking with old, bending conventional marketing wisdom just enough to gain a competitive edge.