Under Erick Dickens’ leadership, the King’s Hawaiian brand initiated a series of bold marketing activities, including an integration in the movie Chef, a float in the Macy’s Thanksgiving Day Parade, several sponsorships of professional sports teams, and a national TV advertising campaign with spots in the 2016 Oscars and 2017 Super Bowl. These efforts the past five years have resulted in a significant increase in both revenue and unaided brand awareness for the brand.
Mr. Dickens, who served eight years in the U.S. Army, is a consumer marketing and general management professional with over 20 years of experience leading teams and driving growth for category-leading brands and startup companies. He has held marketing positions at Kraft Foods, Henkel, and LifeLock.
Mr. Dickens graduated summa cum laude with a business management degree from Western Carolina University and received an M.B.A. from the University of Arizona.