William Johnson Email & Phone Number

Detroit, MI, US

Detroit Metropolitan Area

Detroit Metropolitan Area

• A marketing consultancy specializing in brand strategy, marketing, & innovation to enable accelerated growth for clients across industry.
• 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐆𝐫𝐨𝐰𝐭𝐡 𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩: Developed and executed comprehensive marketing roadmaps for clients across CPG, retail, personal care, foodservice, reality TV, healthcare & automotive.

Detroit Metropolitan Area

• Led 70+ cross-functional team on the end-to-end brand development of the new Paze digital wallet. This included brand positioning, value proposition, segmentation, messaging & visual identity system.
• 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝘃𝗲 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗟𝗮𝘂𝗻𝗰𝗵: Directed the end-to-end development & launch strategy of the Paze digital wallet, onboarding 80 million users pre-launch, and securing strategic partners prior to launch.
• 𝗧𝗮𝗹𝗲𝗻𝘁 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: Mentored and developed a high-performing team of 5 cross-functional team members resulting in 5 promotions and an established pipeline supporting the company’s growth.

Detroit Metropolitan Area

Spearheaded the brand repositioning to capitalize on enhancement opportunities identified for the brand, and created an implementation plan spanning innovation, PR, consumer education, OOH activations, consumer sweepstakes, employee engagement, recruiting, and strategic partnerships (e.g., Detroit Pistons).

Detroit Metropolitan Area

• Led the rebranding of the $400MM+ RV division through an integrated campaign consisting of digital marketing, OOH, social media, email marketing, strategic partnerships, mobile app, and the creation of a custom YouTube.
• 𝐑𝐞𝐛𝐫𝐚𝐧𝐝𝐢𝐧𝐠: Led the repositioning of the $400M RV business unit, implementing new consumer segmentation and a targeted strategy that increased Q1 sales by 150% and engagement by 67%.
• 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Launched a custom YouTube series and mobile app, enhancing customer interaction and boosting brand awareness by 35%.

Greater New York City Area

• Led product marketing, innovation, portfolio & channel strategy for company's growth brands. Gained first ever brand distribution with national brick & mortar retailers.
• 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭: Commercialized a new line of products targeted to elementary age children. This launch increased sales by 17% vs PY, and gained distribution in national brick & mortar retailers.
• 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧: Launched "Educate, Engage, & Entertain" digital marketing campaign to combat COVID effects on the business. This resulted in +$8.2MM vs PY, an 8x ROAS, and a 56% increase in trial.

Connecticut

• Led a global team of 40+ marketers with responsibility spanning 160 countries on the +$1 billion Lighter brand. Developed and executed the global repositioning strategy for BIC Lighter, cementing BIC as the #1 Lighter.
• 𝐆𝐥𝐨𝐛𝐚𝐥 𝐁𝐫𝐚𝐧𝐝 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲: Executed a global repositioning strategy to increase relevance & better connect with the millennial consumer. The plan increased awareness and engagement by 12% & 64%.
• 𝐄-𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐞: Launched the innovative Design My BIC ecommerce website to capitalize on the growing personalization trend. Launch added a new income stream of $3MM to the brand portfolio in the 1st year.
• 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲: Developed breakthrough digital media campaign - Google's Q2 YouTube Brand Lift Report rated the ad best in class in Ad recall (159.5% lift) and Awareness (37.7% lift).

Greater Chicago Area

• Marketing lead for large scale transformation innovation & go-to-market strategy projects for Fortune 500 companies in the Strategy & Operations vertical across food & beverage, real estate, healthcare, retail.
• 𝐂𝐥𝐢𝐞𝐧𝐭 𝐒𝐮𝐜𝐜𝐞𝐬𝐬: Led large-scale transformation initiatives for Fortune 500 clients, including Walgreens, Tyson Foods, & HCSC, driving significant improvements in market share and market entry.
• 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧 𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩: Managed multi-million-dollar innovation and go-to-market strategy projects for the launch of new products and categories.

Chicago, Illinois, United States

• Led marketing & re-branding for the snacks & enhancers portfolio which enabled growth in adjacent categories. Targeted efforts to a younger demographic of consumers which grew the brand's volume, revenue, share, and.
• 𝐑𝐞𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠: Developed and executed the multi-pronged repositioning strategy for the A.1. Steak Sauce brand which allowed the first growth in 8+ years. Revenue increased +$12MM and HH penetration by 5 points.
• 𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐢𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧: Commercialized & launched 4 new flavor extensions that gained incremental distribution across all key retailers, leading to an incremental $7MM in revenue to the portfolio.
• 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐋𝐚𝐮𝐧𝐜𝐡: Led brand innovation and product launch of the Sustaining Energy Mix targeted to millennial males that filled a crucial void in the brand portfolio. This launch gained national distribution and.
• 𝐅𝐨𝐨𝐝𝐬𝐞𝐫𝐯𝐢𝐜𝐞: Developed the award-winning “A.1. Ultimate Bacon Burger” campaign at Burger King which sold 8 burgers per store, per day vs a forecast of 4.

Managed Planters Peanut and Corn Nuts portfolio, leading 20 person team on brand equity, market research, innovation, productivity, commercialization, and partnerships; to achieve brand volume, share & profit goals.

Chicago, Illinois, United States

Led concept development, validation, and initial commercialization of a new innovative product that would provide incrementality to our portfolio.

Greater Pittsburgh Area

• 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. 𝐊𝐞𝐲 𝐑𝐞𝐬𝐮𝐥𝐭𝐬
• Grew revenue by 17%, in the first year and was awarded "Millionaire's Circle" award for achieving at least 110% of goal in 5 out of 6 categories.
• Top seller in peer group for a record 6 quarters in a row.

Mba, Marketing, Strategy, Organizational Behavior, Entrepreneurship

Activities and Societies: Honors: Full Merit Scholarship (Consortium Fellow), MLT Fellow-President of the Black Business Association.

Bachelor Of Science, Entrepreneurship