Experienced International Brand Strategist in both agency and blue chip global corporations, across multiple categories including B2B and B2C, QSR, healthcare, travel and leisure. Skills include Brand Architecture, Strategic Planning, Design Thinking, Market Research, Data Analysis, and Performance Metrics. Creative storyteller, compelling communicator and confident thought leader.
Personal Statement
I believe that all brand strategy is business strategy, and and all business strategy is business strategy. Success requires managing to be both predictable and unpredictable at the same time.
Brand humanizes business by putting people first.
Brand signals values and shapes expectations.
Brand inspires execution without micro-managing.
Two simple quotes inspire my approach:
“The purpose of business is to create and keep a customer” Peter Drucker
“I’ve learned that people will forget what you said, people will forget what you did, but they will never forget how you made them feel.” Maya Angelou
As a Brit living in the US since 2010, I constantly embrace new and and joyful experiences. I am endlessly curious to understand this new world around me. And a different perspective is a powerful asset. It has taught me the humility to admit that I don’t know all the answers. But I do have tools to uncover them.
Education
Wharton School of Business, UPenn, USA
Executie MBA with Brand Innovation specialism
ESADE, Universidad Ramon Llull, Barcelona, Spain
Masters in Business Administration Bi-lingual Spanish/English
Birkbeck College, University of London, UK
Diploma in Change Management
University of Oxford, Keble College, UK
BA (hons) Modern History, 2.1
Career
2021 – 2023
Bader Rutter, Milwaukee, WI USA
Planning Director
Strategic planning lead for global animal pharmaceutical client, B2B and B2C food and agriculture industry clients.
For examples of the strategic planning, creative executions and results, please see My Work
2020-present
Strategic Marketing Consultant
Brand strategy for independent retailers; online retail and designer apparel start-up; voice actor.
2014 – 2020
Scoppechio, Louisville KY
SVP Strategic Planning & Performance Marketing
Led and created team of strategic planners, data analysts, social content strategists and media planners and buyers. Engaged with clients in B2B and B2C verticals including healthcare, restaurants, retail and CPG.
For examples of the strategic planning, creative executions and results, please see My Work
2010 – 2014
Hertz Corporation, Park Rigde, NJ
Global Brand Innovation Director
Brand Reinvention of Hertz Rent a Car and subsequent integration of Dollar Thrifty portfolio, delivering new identity across digital and physical assets, cultural change and new mobile technology innovations. For a detailed case study of the Brand Reinvention project at Hertz, please see My Work
2005 – 2010
Hertz Europe plc, London UK
Global Marketing Programs Director
– Led customer experience reinvention program for Hertz 24/7 ‘Zipcar’ service based on analysis of consumer insights, future vision and strategy to drive transformation
– Delivered portfolio of technology-driven transformation projects for digital, web and marketing services delivering revenue and cost savings
– Led pan-European cost reduction program delivering $5m savings in 6 weeks
Research & Platform Skills
MRI, Scarborough, eMarketer, Mintel, Crimson Hexagon, Netbase, Google Analytics, Salesforce, Punchh, Facebook Manager, Pintererst, Reddit, UXPressia Journey Mapping
Contact Details
email: nicolasojohnson@gmail.com
phone: +1 917 861 5734
address: 122 W Maple Street, Milwaukee, WI 53204, USA
LinkedIn: Nick Johnson