Johanna Vetter is Chief Brand and Development Officer at Feeding America, the nation’s largest hunger-relief organization. She is responsible for overseeing brand strategy and marketing efforts to mobilize the public around hunger and drive awareness for Feeding America and its local food bank network. She also oversees Feeding America’s individual giving program which includes annual mail and online donations as well as major gifts. These programs generate more than 40% of Feeding America’s annual operating revenue.
In her role, Vetter directs Feeding America’s Public Service Announcement (PSA) campaign in partnership with the Ad Council. She launched the organization’s most successful TV and radio PSA campaign featuring Spanish language versions and celebrities like Matt Damon, Ben Affleck, Taye Diggs, Ana Ortiz, 50 Cent, Rachel Ray, Josh Groban and Al Roker. She also launched an outdoor PSA campaign that featured original art by noted artist Shepard Fairey, which could be customized with local food bank information. This campaign earned the most donated outdoor media in Feeding America’s history.
Vetter has overseen all strategy and execution of the direct marketing program that generates a third of the organization’s operating revenue. She has been responsible for aligning all direct marketing efforts to Feeding America brand and growing donors significantly over the last several years. In addition, she oversees all strategy and management of the organization’s major gift donors.
Prior to joining Feeding America, Johanna served as Vice President of Marketing Communications at Global Hyatt Corporation where she led strategic development and implementation of business-to-business and consumer marketing programs. She oversaw development and execution of all brand advertising and communications globally.
Beginning her tenure at Global Hyatt Corporation as Director of Advertising and Marketing Communications, Vetter was responsible for developing and executing marketing communications for Hyatt Hotels & Resorts across all marketing disciplines, including advertising, direct marketing, online, and public relations to reach consumer segments. She also managed all Hyatt global advertising across all marketing programs and target audience segments.
Prior Vetter was at Euro RSCG Chicago, where she held a number of positions and worked on a variety of accounts, including Cerveceria Cuauhtémoc Moctezuma, Darden Restuarants, Alberto Culver, Bayer Consumer Care, and Procter & Gamble.
Vetter’s career began at Wells, Rich, Greene in NY working on Chase Manhattan Bank and Procter & Gamble.
By far, Vetter’s most rewarding accomplishment has been raising two beautiful and healthy children, along with her husband in Chicago, Illinois.
Vetter holds a bachelor’s degree in Business Management from Providence College.