Mission | Vision | Position
M
To lead, develop and curate brand awareness for specific brands - to build growth, interaction and communication.
Work with cross-functional teams that will work holistically on the strategic goal and execution.
Create ambassadors for the brand through innovative design, product, storytelling and community advocacy.
V
To inspire a generation of consumers with brand loyalty which will in turn translate to an authentic and genuine community.
P
To create a culture that will bring a different way of thinking in regards to lifestyle, internal functionality and execution.
Inspiring our consumers by design, product and storytelling.
PURPOSE
Collaborative | Inclusive
To work with brands and ambassadors who share the collective enthusiasm for the art & science of direct to consumer.
As art is in the science, just as science is in the art.
Cultural | Community based
The intention to stay grounded in community initiatives and to illuminate and elevate consumers to be partners/ambassadors for the brand.
Creative | Edgy | Outside - the - box
To build and help define the brand by the willingness to push boundaries of design, art, style and storytelling.
SOCIAL
CONTENT
COMMUNITY
CULTURE/INNOVATION
SOCIAL
Simplicity is key when building the best social strategies. It builds communities - which leads to engagement and direct feedback from consumers. This in turn leads to a better product.
We listened and organically grew a community with “There Is No Finish Line Podcast”. Putting out genuine content which lead weekly triple digit growth (300%) post impressions with increase unique visitors (175%) by socializing on Linked-in, Tik-Tok, Instagram, Twitter and Facebook.
CONTENT
Simplicity is the same for content. Consumer’s attention, growth and understanding of brands are evaluated more than ever. Brands today, and have to bring value proposition to the consumer/communities lifestyle that are unexpected, creative, authentic and culturally relevant.
It’s a specific time and moment for the brand, as content should always be created within culture and not the reflection. As a brand we should always curate work that adds cultural relevance and delivers a powerful, genuine and value proposition.
As the Rio Olympics in 2016 came into play, Nike’s objective was to find greatness not just within athletes, but to give the consumer the same opportunity/feeling. “If you have a body, you are an athlete” - Phil Knight. Content rose by double digits %+ with continuous interaction through our social media channels, including interaction directly with the consumer at our DTC facilities.
COMMUNITY
Time is short and we only have one life to live. I’m a firm believer in putting out good energy and helping bring people together. My motto has always been “One Team, One Dream”.
A18 Golf’s mission is to help the community in every way. The brand’s first launch called “Everybody Eats”, sold custom pieces of apparel in which all proceeds went to a specific restaurant within the community. This was done to help the difficulties restaurants faced due to Covid-19. As a testament to its success, the community banded together which lead to all of the apparel being sold out.
It is about involving everyone creatively, so that we as a community can build something genuine and worthwhile.
CULTURE/INNOVATION
Through actively listening to the voice of the consumer and building relationships with the community, there becomes a build/brand experience which leads to fun & interesting ways to connect through cultural moments. This in turn leads to having the consumer and community becoming ambassadors for the brand.
Led and helped develop Nike’s first digital style guide for the 2014 Sochi Winter Olympics. First of its kind to be able to give all Nike U.S. Nike athletes (with a Samsung collaboration) a look at what would be received in their Olympic bags. This same experience was given to the consumers through Nike.com/Nike App, which gave the consumer the same view/experience; including an opportunity to make a purchase in what the athletes received (80% sell thru).
INSIGHTS + DATA
The importance of consumer insights and data is high with the partnership cross-functionally within the brand. Without listening and gathering feedback, we’re just creating to create, curating to be seen, etc... Data gives us the opportunity to share the commonalities and trends while insights gives us the stories to be around/elevate key moments that are happening around the brand. This in turn allows us to showcase the value of the brand/product/story.
Recommendations
“John calls me his Mentor, but the truth is that I learn from him and his grounded approach to leadership, marketing and life. I first met John at Nike, working together on the 2016 Rio Olympics. He is a force of positivity, empathy and genuine humanity. I always appreciate his ability to actively listen, share ideas and collaborate on best practices for creative problem solving, marketing and business. He is the type of leader that inspires purpose and delivers growth. I’m thankful for our relationship and I look forward to his continued success.”
— Marc Patrick (Global Head of Sports Marketing, Prime Video at Amazon)
“I have had the honor of working with John during my time at Nike. From John I learned how to navigate a large, complex, and diversity hungry organization. John always impressed me with his active listening, his strategic point of view, and his ability to naturally shift between a short term and long term perspective. With ease. John is a tremendous leader, an even better marketer, and someone i consistently seek for guidance mentorship and allyship. John would be an incredible addition to any brand marketing team. Cannot recommend him enough.”
— Eric Toda (Global Head of Social Marketing, Facebook)
“John is driven, passionate, and is a people first leader. Having the opportunity to work with John on the 2016 Rio Olympics at Nike, we built a great friendship during our time at the swoosh. As we built this relationship, I have been impressed by his level of focus, engagement, knowledge of marketing trends and culture, and most importantly his leadership. He is a natural leader that listens, focuses on the strengths of the people around him, and understands how to elevate a brand's awareness. I truly appreciate hearing John’s insights and his opinions in regards to marketing strategies. As a leader, I continue to see how John challenges others to achieve the best outcome while still being collaborative. Whichever brand gets to work with John will be lucky to have him in the building!”