Jackson Hewitt Tax Service Inc., a national leader in full service paid tax preparation and related financial services with approximately 6,300 locations and more than 650 franchise partners, today announced that Vada Hill has been appointed Chief Marketing Officer. Mr. Hill is a creative and versatile marketing leader with a 30-year track record of successfully building, restaging and repositioning brands across the financial services, restaurant, packaged goods and political/public service arenas.
In this position, Mr. Hill will be responsible for the company's brand marketing functions including advertising, public relations, creative development, promotions and digital marketing activities. He will also be spearheading Jackson Hewitt’s community partnerships and consumer-focused initiatives to cement the company’s commitment to improve the financial well-being of its customers across all aspects of their financial health, beyond tax season.
"Vada will be a perfect fit as our new CMO as his strong track record of success with high-profile national brands has really put him in tune with Jackson Hewitt’s core customer,” said Dave Prokupek, CEO, Jackson Hewitt. “His depth of experience truly speaks for itself and will be crucial in our efforts to expand our company’s offering from seasonal tax preparation to holistic, year-round financial health."
Mr. Hill has a history of crafting and implementing breakthrough brand and product innovations built upon his marketing acumen and keen understanding of consumer behavior. Over the course of his career, he has served as CMO for high-profile entities such as Taco Bell Corp. and Fannie Mae Corp., a board member of the Denny’s Corporation and has successfully developed and implemented a wide array of brand engagement and marketing initiatives for companies across industries.
As Taco Bell’s CMO, Vada and his team effectively partnered with its franchisees to lead its brand transformation efforts, focusing on innovative menu items such as Gorditas and Chalupas, movie and sports tie-ins and breakthrough national advertising campaigns. His development and nurturing of the “Chihuahua” advertising campaign was critical in enhancing the effectiveness of the new menu initiatives and in rejuvenating brand, employee and franchisee enthusiasm – effectively placing the brand back on consumers’ radar screens. Taco Bell was the winner of the Grand Effie and two Gold Effie awards for the “Chihuahua” and “Viva Gorditas” campaigns and was selected by the Promotion Marketing Association as “Marketer of the Year.” Vada was also selected by Advertising Age as one of its “50 Most Powerful Marketers” during that time period.
As the CMO of Fannie Mae, Vada led the company’s efforts to better understand the motivations and needs of the financially underserved consumer. He led corporate partnerships with such organizations and community leaders as BET, Univision, Russell Simmons, Dr. Bobby Jones, members of the Congressional Black Caucus and the Consumer Federation of America to help place Americans on a responsible path to home ownership.
“This is an exciting time to be joining Jackson Hewitt and I look forward to working with Dave and the rest of the management team to execute this new vision for the company,” said Mr. Hill. “This opportunity affords me the chance to draw upon my previous experiences in financial services and with large consumer brands as we strive to improve the financial health of and expand the scope of financial literacy services offered to hardworking Americans.”
Mr. Hill joins Jackson Hewitt from Kelton Global, a full-service insights consultancy, where he served as Partner: Marketing Strategy, leading engagement for a diverse client roster, including Bloomin’ Brands, Target and the NetSpend Corporation/BET Networks.
Prior to his roles with Fannie Mae and Taco Bell, Mr. Hill served as a Procter & Gamble brand manager and an executive at the advertising agencies of Ogilvy & Mather in New York and BBDO West in Los Angeles. Mr. Hill has a bachelor’s degree from Harvard University.
About Jackson Hewitt Tax Service Inc.
Jackson Hewitt Tax Service Inc. is an industry-leading provider of full service individual federal and state income tax preparation, with approximately 6,300 franchised and company-owned locations throughout the United States, including locations in Walmart stores nationwide, and Sears stores in the United States and Puerto Rico in the 2014 tax season. Jackson Hewitt Tax Service also offers an online tax preparation product at www.JacksonHewittOnline.com. For more information, or to locate your neighborhood Jackson Hewitt office, visit www.JacksonHewitt.com or call 1-800-234-1040. Jackson Hewitt can also be found on Facebook and Twitter. Most offices are independently owned and operated.
Brian Ruby and Elizabeth Hyland, 646-277-1252