John Borden
Global Head Of Market & Customer Activation
Connecticut,CT
Summary
Business and Marketing professional with over 25 years focused on understanding industrial end-customer needs and developing value-added solutions to meet market challenges and requirements. B2B marketer of well-known global brands in a business to business environment, developing regional and global strategies, executing on tactics to support these strategies, and building business plans to support key strategic initiatives. FTE planning, sales force development and training, marketing support, M&A planning, and more. Specialties: Branding, value proposition, communications, competitive analysis, lead generation, market development, new product introductions.
Overview
29
29
years of professional experience
3
3
Certifications
Work History
Head of Global Market & Customer Activation
Henkel Corporation
04.2024 - Current
- Leading a team of 10 high performing global Market & Customer Activation professionals with defined project assignments.
- Developing career plans and identifying development opportunities aligned with the team's individual ambitions and improvement needs.
- Managing a 5.4M€ annual budget.
- Collaborating with regional M&CA teams to align on investments to drive the ACM business.
- Co-developing marketing activation plans and levels of investment to drive successful activation of ACM's Strategic Growth Plans.
- Repositioning Henkel's biggest global brand, LOCTITE with the tagline 'Beyond the Bond' to communicate powerful brand attributes.
Director, Global Market Development
Henkel Corporation
07.2016 - 03.2024
- Developed and coordinated cross-regional general market strategies and activities to support our overall growth strategies.
- Ensured consistency and alignment of best practices for growth and development of the core LOCTITE business in the Maintenance, Repair & Overhaul market.
- Empowering our global sales teams with tools and processes necessary to drive our business in key markets through our industrial distribution channel partners.
- 4 years 1 month +
Asia-Pacific Business Manager, MRO
Henkel (China) Investment Co., Ltd
01.2013 - 06.2016
- Responsible for executing and delivering on our business strategies as they relate to our overall Maintenance, Repair & Overhaul business across the entire Asia-Pacific region. Directly responsible for sales performance, including setting sales targets and tactics to achieve these targets in all countries, marketing spend, sales training, sales tools & processes, FTE planning, and product innovation initiatives.
- 3 years 6 months
Global Marketing Manager
Henkel Corporation
10.2009 - 02.2013
- Showcased regional team successes by learning their tools and process and helped the other regions to learn from these successes and leverage within their local regions.
- 3 years 5 months
Director of North America Marketing, MRO
Henkel Corporation
07.2005 - 10.2009
- 4 years 4 months
Market Development Manager
Henkel
01.2002 - 07.2005
- 3 years 7 months
Marketing Manager
Henkel Corporation
01.2000 - 01.2002
- 2 years 1 month
Marketing & Business Analyst
Colt's Manufacturing Company, Inc.
02.1997 - 10.1999
- 2 years 9 months
Education
Master of Science - International Management & Operations
Central Connecticut State University
New Britain, CT01.1995
Bachelor of Science (B.S.) - Business Administration
Western New England University
Springfield, MA01.1990
Skills
- Team Motivation, Management & Development
- Budgeting and Expense Management
- Collaborative and Focused
- Market Development
- Competitive Analysis
- Product Promotion
- Industrial B2B Marketing
- LOCTITE Expert
Certification
MiniMBA in Brand Management
Affiliations
Society for Maintenance & Reliability Professionals (SMRP)
Association of Asset Management Professionals (AMP)
Univ of Tennessee, Reliability & Maintainability Center (UT RMC)
- Advisory Board Member 2007-2008
Henkel Awards
- Henkel Lion Award - 2015 Internal award issued by Henkel for going above and beyond in order to maximize the value for both Henkel and the customer.
- Significant Achievement Award - Multiple time recipient. Awarded to individuals in North America who have made significant contributions in executing our strategies.
Timeline
MiniMBA in Brand Management
12-2025
Head of Global Market & Customer Activation
Henkel Corporation
04.2024 - Current
Certified Reliability Leader - AMP
12-2023
Director, Global Market Development
Henkel Corporation
07.2016 - 03.2024
Asia-Pacific Business Manager, MRO
Henkel (China) Investment Co., Ltd
01.2013 - 06.2016
Global Marketing Manager
Henkel Corporation
10.2009 - 02.2013
Director of North America Marketing, MRO
Henkel Corporation
07.2005 - 10.2009
Market Development Manager
Henkel
01.2002 - 07.2005
Marketing Manager
Henkel Corporation
01.2000 - 01.2002
Marketing & Business Analyst
Colt's Manufacturing Company, Inc.
02.1997 - 10.1999
Master of Science - International Management & Operations
Central Connecticut State University
Bachelor of Science (B.S.) - Business Administration
Western New England University