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I’m a design and innovation champion and change agent who believes that innovation, properly nurtured at the cultural core of great companies, extends - by design - to every consumer touchpoint and offering. In my 15+ years of industry experience, I’ve built the Design and Innovation capabilities for multi-billion-dollar global companies like SC Johnson and Procter & Gamble, as an engine for change, to meet consumers’ needs at every turn. Most recently I’ve led Fifth Third’s Design and Innovation reinvention, by creating and implementing a vision, leading Design Thinking, and fostering Design & Innovation capabilities enterprise-wide. As a strategic partner to executive leadership, I deeply understand corporate goals and the global market. I provide advice and guidance on how design and innovation methods can revolutionize brands, products, and ways of working, and implement needed changes. OUTSTANDING HIGHLIGHTSDESIGN & INNOVATION: Delivered reimagined, modern banking experience at the highest level by leading design of Fifth Third’s Next Generation bank branch.-Led consumer co-creation sessions across the country that uncovered eight key consumer insights.-Launched Next Gen design across every regional footprint including 50 branches to-date, with more to come.-Designed, developed, and launched Next Generation Mobile App through collaboration with UX Design lead (direct report) and key Digital and Product partners.THOUGHT LEADERSHIP: As the Head of New Product Development for Fifth Third, initiated Jobs to Be Done research methodology for the Consumer Bank, a critical framework to understand and deliver on customer needs.-Led a cross-functional team to uncover the Top 16 Financial Jobs consumers seek to fulfill.-Enabled Consumer Product organization to refine existing product portfolios to best fit customers’ needs and identify product and service gaps that need new solutions.MY LEADERSHIP STYLE: I believe in leading with vision and engaging the creativity and diverse skill sets of everyone I work with. I believe the best way to find a great idea is to do the work to create many ideas. And, when creating a solution for another person or group of people, you must practice empathy for them in your research, design, and delivery.STRENGTHS: Brand Identity & Strategy, Brand Innovation & Implementation, Design Thinking, Design Research, Ethnography, Innovation Methods, Jobs to Be Done, Leading Digital Transformation, New Product Development, and Creating Positive Culture Change.
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Chief Design OfficerFifth Third BankCincinnati, Oh, Us -
Head Of Design At Nike Advance Innovation, Digital CapabilitiesNike Apr 2024 - PresentPortland, Oregon, United States -
Head Of Design At Nike Valiant LabsNike Apr 2022 - Apr 2024Executive Design & Innovation Leader, driving the usage and adoption of human-centered design, prototyping-to-learn, and Design Thinking practices to discover, define, and design new experiences that deliver on the emerging needs of consumers and create what’s next. -
Adjuct FacultyIllinois Institute Of Technology Mar 2010 - PresentTeach graduate-level course on Storytelling & Narrative Innovation and Creating Branded Design Languages for this renowned design institute creating new business methodology to unlock growth and overcome complex challenges. -
Svp, New Product Development At Fifth Third BankFifth Third Bank Aug 2020 - Apr 2022Cincinnati, Ohio, United StatesPromoted to lead strategy and vision for New Product Development (NPD), reporting to EVP of Consumer Product with a team of four. Develop, design, and implement enterprise-wide NPD process, aligning key stakeholders for innovation and action through regular forums. Provide guidance as a Subject Matter Expert (SME) for initiative readiness. Maintain deep understanding of corporate goals. Enable company to focus resources on lucrative initiatives with agility and speed towards launch. Direct ongoing research and data analytics to understand needs of customers, groom existing product portfolios and identify opportunity spaces for new products. Lead Go-To-Market efforts across the consumer bank as a connector—unifying teams to bring world-class concepts to life, including Marketing, Digital, Design & Innovation, and external agency partners. -
Svp, Design & InnovationFifth Third Bank Nov 2017 - Aug 2020Cincinnati, OhLed team of up to 30 UX designers, retail designers, graphic designers, industrial designers, engineers and technical specialists, collaborating across Consumer Bank, Commercial Bank, and Wealth & Asset Management. Inspired “what’s next” by proactively identifying customer needs. Built and managed design and innovation capabilities, people and resources across the enterprise. Established and supported major university collaborations. Created and balanced budgets, led strategic planning for focus areas, set and communicated goals, outcomes, and measures; and influenced the enterprise to think bigger, solve greater challenges and ask more of the team.KEY ACHIEVEMENTS· Built user personas for Consumer and Commercial Banking.· Reimagined employee workspaces for increased happiness, morale, collaboration, and productivity.· Generated an enterprise-wide New Product Development process and innovation framework. -
Vp Of InnovationFifth Third Bank Apr 2017 - Nov 2017Cincinnati, Ohio -
Head Of InnovationWebb Devlam Feb 2016 - Mar 2017Greater Chicago AreaLed Consumer Insights, Engineering, and Industrial Design teams, reporting to the Founder & CEO. Built and managed global innovation team and enterprise-wide capabilities to enable clients to identify big ideas, cultivate to maturity, and commercialize with success. Acted as SME for clients on New Product Development, Design Methods, Approaches to Innovation, and Integrating Brand Identity into Innovation Practices. Created organizational structure, project direction, budgeting, and all client-facing engagements regarding innovation. Led implementation of client innovation and design strategies, organizational best practices, creation of innovation measures, and seamless delivery to market.KEY ACHIEVEMENTS· Delivered innovation in packaging design for Taobao Markets (small bodegas) in rural China, to enable client to break into Chinese market.· Created a new sliding cutter for Reynolds Wrap boxes – a design led by engineering and innovation, backed by market research. Walmart quickly adopted a similar technology.· Developed design thinking intensives that enabled clients to change their employees’ thinking about product and packaging, fostering big-picture innovation around the very nature of design. Provided innovation scan and two-day module for initial intensive for a beverage client, delivering a culture change where engineers developed a different mindset and approach. -
Global Design DirectorS.C Johnson Oct 2012 - Jan 2016Racine, WiSelected to lead a design team of up to 40 designers and design specialists, engineers, and prototyping technicians, reporting to the SVP of Air Care as the creative lead for the $2B Glade Brand & Air Care Business. Fostered adoption and success of Design Thinking & Innovation Methods for +150 Engineers, Scientists, and +40 Global Customer Marketing Managers and Salespeople. Defined and managed “Offerings Vision” and consistently articulated connections between consumer insights, strategy, and world-class design execution across all consumer touch points.KEY ACHIEVEMENTS· Connected disruptive new ventures, external start-ups, and new business opportunities with the Global Air Care business. Designed Glade®, the category leader, to shift paradigm around home fragrance from artificial and unhealthy to a premium home product story, linking charcoal and carbon tech to product health and safety.· Created and deployed a massive retail reinvention for Glade®, for channel partners including Kroger and Target, that included redesigned shelf and packaging that inspired global customers and established brand as the leader. Drove innovation across the channel and how products are sold/searched. -
Principal Design Manager-Global Beautycare InnovationProcter & Gamble Dec 2010 - Oct 2012Cincinnati, Ohio AreaLed Front-End Innovation Design for a +$3B pipeline across Personal Care and Skin Care categories. Drove product and packaging innovation across Olay®, Gillette®, Old Spice, Safeguard™, and Venus.KEY ACHIEVEMENTS· Launched redesign of Secret® packaging for the entire core lineup including a new premium offering, Secret Clinical®. Identified a need for women’s Rx deodorant that women were proud to use and delivered to market. Secret Clinical® remains the category leader and packaging is still on shelves.· Led first brand-wide brainstorm session that included design team, brand management team, and creative agency Wieden Kennedy, that produced new Old Spice I’m on a horse campaign, which was met with enormous success. -
Senior Design Manager - BeautycareProcter & Gamble Nov 2006 - Dec 2010Cincinnati, Ohio Area -
Design Manager - Beautycare & FutureworksProcter & Gamble Sep 2003 - Nov 2006Cincinnati Area, Oh
Joel Kashuba Skills
Joel Kashuba Education Details
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Industrial Design -
Architecture
Frequently Asked Questions about Joel Kashuba
What company does Joel Kashuba work for?
Joel Kashuba works for Fifth Third Bank
What is Joel Kashuba's role at the current company?
Joel Kashuba's current role is Chief Design Officer.
What is Joel Kashuba's email address?
Joel Kashuba's email address is joel.kashuba@53.com
What schools did Joel Kashuba attend?
Joel Kashuba attended Savannah College Of Art And Design, University Of North Carolina At Charlotte.
What are some of Joel Kashuba's interests?
Joel Kashuba has interest in Teaching, Design, Design Thinking, Innovation Methods, Speaking And Workshop Facilitation, Creative Leadership.
What skills is Joel Kashuba known for?
Joel Kashuba has skills like Design Strategy, Design Thinking, Industrial Design, Product Design, Design Management, Concept Development, Product Innovation, Experience Design, Customer Insight, Creative Direction, Brand Development, Creative Problem Solving.
Who are Joel Kashuba's colleagues?
Joel Kashuba's colleagues are Jessalyn Mathewson, Aaron Kipfmiller, Colin Mcquinn, Cristina Rodriguez, Ray Hunley, Krista Beal, Kara Pisani.
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