CHAD G. HAUS

Customer Experience Strategy & Planning Leader

I map the whole customer journey — then make it pay off for the brand.

25 years leading strategy at Rapp, Organic, Digitas, DDB and Leo Burnett for Ford, GM, Kimberly-Clark, McDonald’s and more. I build consumer-centric experiences, the teams that deliver them, and the business case that wins the next assignment.

25+
years in brand & CX strategy, 2000–today
$53MM+
new agency revenue from strategy-led growth & pitches

01 - Selected impact

Strategy that moved the business, not just the deck.

Kimberly-ClarkOrganic

From digital vendor to agency of record

Led strategy and identity work across five brands — U by Kotex, Depend, Poise, GoodNites and Pull-Ups — spanning rebrands, repositioning and cross-channel campaigns.

$20MM+revenue growth
Ford Model eOrganic

Re-envisioning Ford’s CRM journey for the EV era

Led a cross-functional team to rebuild the CRM customer journey, and grew the agency’s remit through strategic initiatives for Ford’s electric division.

$18MMremit growth
General MotorsRapp

One customer, four brands, one journey

Created a customer-first construct to visualize the journey across Chevrolet, Cadillac, Buick and GMC, and led transformation from shop/buy through own/repurchase.

9GM brands connected in CRM
ConocoPhillipsDigitasPitch

The strategy that won the room

Developed the winning strategy for the ConocoPhillips pitch — one of several new-business wins, alongside Pulte, the nation’s largest home builder.

$15MMnew revenue
McDonald’sDDBLaunch

Launching McCafé

Helped launch a new line of business built on loyalty and repeat visits, grounded in qualitative, quantitative and ethnographic research.

McCafénew line of business
Also
  • Built and rolled out Organic’s Planning & Strategy process
  • Launched Bud Light Lime and Sparks Lemonade
  • NASCAR sponsorship strategy for Wrigley’s
  • Full brand overhaul for LensCrafters

Case Studies

FemcareDisrupting a category that had been lying to women for decades Home buildingSelling homes during a downturn by mapping the full human journey AutoBuilding a communication playbook for a global auto brand

02 - Approach

Holistic by default. Hands-on when it counts.

Brand

Define who the brand is and how it shows up.

  • Brand identity & architecture
  • Brand & product naming
  • Brand transformation
  • Creative & communications strategy

Customer

Find the moments that matter and connect them.

  • Customer experience strategy
  • CRM strategy & execution
  • Cross-channel strategy
  • Market research

Leadership

Build the team, the process and the pitch.

  • Strategic planning
  • Executive & team leadership
  • Business development & pitches
  • Planning process design

03 - Experience

Eight agencies. One through-line.

  1. 2024–2026RappVP, Group Lead, CX Strategy & PlanningGeneral Motors portfolio
  2. 2013–2023OrganicSVP, Head of Experience Planning & StrategyFord, Kimberly-Clark, Pulte Corp.
  3. 2008–2013DigitasVP, Director of StrategyGM, MillerCoors, ConocoPhillips, eBay
  4. 2006–2008DDB WorldwideSenior StrategistMcDonald’s, LensCrafters, Anheuser-Busch
  5. 2000–2006Rapp / Leo Burnett / Campbell-Ewald / JWTBrand & Account PlannerToyota, Lexus, Bank of America, Pontiac, Cadillac, Chevrolet, Ford
  6. 1994–1998Michigan State UniversityB.A. GeographyWhich explains the maps.
Resume

04 - Independent practice

I also advise brands and agencies through my strategy consultancy, Haus of Insights, LLC.

hausofinsights.com →

Strategy Sprints

Fast clarity. Focused direction.

Time-boxed engagements (2–6 weeks) for teams that need to get aligned quickly and move forward with confidence.

  • Brand positioning & messaging sprint
  • Customer journey audit & mapping
  • Competitive positioning workshop
  • CX gap analysis & roadmap

Transformation Engagements

Deeper partnerships for lasting change.

End-to-end strategy engagements for organizations redesigning how they acquire, engage, and retain customers.

  • Lifecycle & loyalty strategy design
  • CRM & personalization frameworks
  • Brand ecosystem architecture
  • Integrated go-to-market strategy

Advisory

Senior thinking when you need it.

Ongoing strategic guidance for leaders navigating growth, transformation, or misalignment — without the overhead of a full engagement.

  • Fractional Chief Strategy Officer
  • Agency strategy practice support
  • Executive alignment facilitation
  • Team mentorship & coaching

05 - Off the clock

Geography nerd. LEGO forever.

The curiosity that makes a good strategist doesn’t clock out. Golfer, traveler, woodworker, auto racing maniac, and a fountain of random facts.