In the latest episode of SMU Stories, host Mitch sits down with Charlotte Hatterick, an alumna who has navigated a high-velocity career in the marketing and advertising world. As the Marketing Director for EIGHT Elite Light Beer, Charlotte reflects on how her time at the Meadows School of the Arts and Dedman College provided the “360-degree perspective” necessary to launch a brand alongside NFL legend Troy Aikman.

A Foundation in Communication and Sociology

Charlotte’s journey to the Hilltop began at a small private school in Southern California. Upon visiting SMU, she immediately fell in love with the campus. Coming from a family deeply rooted in the advertising industry—with parents and siblings working across creative, production, and strategy—marketing was in her DNA.

However, Charlotte quickly realized her strengths weren’t in the “hands-on” creative side, but in business acumen.

• The Bridge: She found her niche in account management, acting as the glue between strategy, creative, and production.

• The SMU Edge: She credits her Corporate Communications major and Sociology minor for her flexibility. “The ability to work across disciplines,” she notes, allowed her to see the full picture of consumer insights and brand strategy.

 

The Hustle: From Craigslist to Big Brands

Charlotte’s career is a masterclass in persistence. After graduating in 2010, she landed her first internship with a beer brand in the Bay Area via Craigslist—but only after showing up at their office in person when her emails went unanswered.

That grit led her through a series of high-impact roles:

• AKQA: Working on digital-first strategies for Anheuser-Busch staples like Bud Light Platinum and Lime-A-Rita.

• The J.M. Smucker Company: Bringing legacy brands like Milk-Bone and Meow Mix into the modern e-commerce era.

• RGA: Handling “better-for-you” Frito-Lay brands like SunChips and Smartfood.

Charlotte’s Advice for Grads: Start on the agency side. It provides a unique opportunity to learn from diverse minds and see how different teams solve complex problems under one roof.

Disrupting the Light Beer Market: The EIGHT Story

Six months before EIGHT Elite Light Beer officially hit the shelves, Charlotte was “poached” to join the founding team. The mission? To create a super-premium light beer that lived up to the meticulous standards of co-founder Troy Aikman.

What Makes EIGHT Different?

While many light beers rely on adjuncts like corn syrup or rice, EIGHT is an all-malt beer brewed only with water, malt, hops, and yeast. It took two years of development with Oregon State University’s brewing department to perfect a liquid that was clean, low-carb, and low-calorie without sacrificing taste.

The Evolution of a Brand

Marketing a new beer in Texas—the most competitive light beer market in the U.S.—required constant adaptation:

1. Grassroots Origins: The brand initially targeted the fitness community and local gyms.

2. The “Lager” Lesson: Consumer research showed people thought “lager” sounded too heavy. In a bold move, they rebranded from Elite Light Lager to Elite Light Beer.

3. Modern Packaging: In May 2025/2026, the brand transitioned to a slim can to better reflect its premium, health-conscious identity.

 

Full Circle: EIGHT at SMU

Today, EIGHT is an official beer sponsor at SMU. Charlotte finds immense pride in seeing the brand she helped build selling on par with industry giants like Miller Lite and Michelob Ultra at the SMU stadium and on the Boulevard.

For Charlotte, the goal is clear: ensure the brand stands on the quality of the liquid itself, creating a legacy that goes far beyond a celebrity name.

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