Donna Tweeten

This entry is part 84 of 89 in the series

TWEETEN,-DonnaDonna Tweeten

Hy-Vee, Inc.
Senior Vice President, Chief Marketing Officer

Years with company: 25

Education degrees and professional/volunteer organizations:  I received a Bachelor of Arts in Journalism from Drake University. I have been a member of the Des Moines Advertising Professionals Group; Public Relations Society of America; American Marketing Association; Iowa Grocery Industry Association’s women in the industry coffee group; advisory board for the School of Journalism at Drake University; communications council for Character Counts; and board of directors for the Chrysalis Foundation.

Mentors and how have they assisted you in your career?  Sue Harrison, my prior boss and owner/partner at Davis Harrison Dion, a Chicago advertising agency, taught me to quit worrying about whether there is a glass ceiling for women. She said to just do your job and do it better than anyone else – man or woman.

Ken Benkstein, my prior boss and partner/owner of Meyocks Benkstein and Associates, a Des Moines PR/marketing firm, showed by example that hard work always pay-offs.

Randy Edeker, my current boss and CEO of Hy-Vee, taught me the importance of acknowledging your weak areas and then surrounding yourself with people who can strengthen your weaknesses.

What are you most proud of in your career achievements? Do you have a defining moment of your career to date?  A few of my career highlights include winning the Gold ADDY, being recognized as Producer of the Year by the Des Moines Advertising Professionals Group, and being named Alumni of the Year for Drake University School of Journalism and Mass Communication in 2006. I was also recognized by Progressive Grocer with the Top Women in Grocery Awards – Rising Star in 2011 and Senior Level Executive in 2013. Additional honors included being named president of The Meyocks Group, and most recently being named CMO and the 2014 Officer of the Year, Vice President at Hy-Vee. 

Most challenging part of your job: 

  • Allocating marketing dollars across many channels and defined media spaces.
  • Predicting a marketing initiative’s return on investment.
  • Measuring short-term and long-term impacts of marketing spends quantitatively.

Advice for upcoming younger executives: Treat your peers as respectfully as you do your superiors. Ultimately, they can have more influence and impact on career advancement than your direct supervisor or top management.

Hobbies: Camping, volunteer work, reading and attending movies. I am also a big fan of the Chicago Bulls, Cubs, Bears and Blackhawks.