WILLIAM J. JOHNSON

• Led revamped marketing strategy for Zelle to educate consumers on the dangers of fraud & scams. This resulted in the award-winning explainer series with Vox Media - "The Science Behind Scams."
• Developed and implemented halo campaign using successful digital strategies, OOH, OLV, and strategic partnerships to increase brand awareness by 8%.
• Optimized marketing spend across the channel mix, and strategic partnerships (e.g., Detroit Pistons) that increased transactions by 12% vs the prior year.
• Led the brand identity & platform development work to create the new e-commerce payment brand Paze. This included market research, competitive assessment, brand pillars, positioning, name, logo, messaging, & visual identity system.
• Deployed coordinated campaign across PR, events, and tradeshows to build excitement for the brand unveil and to increase qualified leads.
• Developed the phased go-to-market strategy across our owner bank ecosystem (e.g., Chase, Capital One, Bank of America, PNC, Wells Fargo, US Bank, & Truist) for the piloting phase and full commercial launch.

• Led 5-person team for marketing strategy & communications for the rebrand of "Sun RV Resorts" to "Sun Outdoors." This included brand architecture & positioning, value proposition, guest experience and consumer segmentation
• Developed integrated campaign to support brand launch across OLV, OOH, digital, social, PR, mobile app & a custom YouTube web series called "Campfire Convos" which led to +23% in customer retention vs prior quarter.
• Analyzed customer feedback and market trends to make informed decisions about product and brand messaging.
• Developed and executed branding campaigns to educate target audiences on new site features, benefits and values.

• Guided multi-year portfolio strategy for company's growth brands - Steve Spangler Science & Colorations.
• Led 20-member cross-functional team in sales strategy, product marketing, online marketing, channel and commercial strategy for e-commerce and brick and mortar placements
• Created "Educate, Engage, & Entertain" campaign that pivoted the business towards the at-home parent market during COVID extended school closures, resulting in +$8.2M in revenue vs prior year.

• Managed the P&L, and was responsible for all marketing strategy, innovation, partnerships, cannabis outreach and the $30MM licensed portfolio (e.g., NFL, Bob Marley, Live Nation, etc.).
• Led commercial & channel strategy for convenience, food, drug, mass, dollar, grocery, alternative, specialty and cannabis dispensaries; and extended our #1 market share lead by +6% vs prior year.
• Launched breakthrough digital media campaign - Google's Q2 YouTube Brand Lift Report rated the ad best in class in Ad recall (159.5% lift) and Brand Awareness (37.7% lift).
• Launched "Design My BIC" lighter personalization website, then planned, implemented, and tracked sales of the new product launch. The successful launch added +$6MM to the portfolio in the first year.
• Researched and identified new opportunities for product and brand development. Presented to the CEO my recommendation of Snoop and Martha Stewart for BIC Lighter partnership of new EZ Reach product. My recommendation was accepted by the entire C-Suite.

• Marketing Strategy: Developed marketing strategy for a national healthcare company which utilized qualitative and quantitative research to develop customer segment groups and to determine branding impact on purchasing decisions.
• Process Improvement: Developed and implemented a new quality assurance audit process with associated tools for a global pharmaceutical company to ensure FDA submissions were error free.
• Center of Excellence Development: Designed and implemented program management process for a Fortune 50 retailer. Developed the playbook and associated toolkit that streamlined decision making to establish an advanced center of excellence.

• Led repositioning for the 100+ year old A.1. Steak Sauce brand. Used marketing strategy of a three-pronged approach to grow the brand - an integrated campaign targeted to younger users, a new product launch of 4 new flavor extensions, and a strategic partnership with the Chicago Blackhawks. These efforts grew revenue +$12MM vs PY, and increased household penetration to 25%.
• Relaunched Grey Poupon with a TV spot that debuted during the Oscars. This was followed by an integrated campaign using digital marketing & OOH placements that increased brand awareness +12% and share by 6%.

• Led price pack architecture project to highlight gaps within our existing portfolio. Used consumer insights to provide innovation for new product launch for our target audience of millennial males. New product launch contributed $20MM of revenue vs PY.
• Led Corn Nuts growth strategy including the brand sponsorship of the UFC (Ultimate Fighting Championship). Created an accompanying sweepstakes that increased brand engagement and distribution by 15% & 73%.

Led concept development, validation, and initial commercialization of a new innovative product that would provide incremental revenue across two separate categories.

• Managed a book of business of 150 clients with annual revenues of up to $30MM. Used CRM, marketing communications, email marketing, and competitive analysis for client growth strategies.
• Grew revenue by 17%, and was awarded "Millionaire's Circle" award for achieving at least 110% of goal in 5 out of 6 categories in my first year.
• Lead for Pittsburgh's "DiverCITY" initiative to attract and retain diverse cross-functional talent to Pittsburgh and the bank.