Marketing, Brand, and Communications Consultant
About
With over 20 years working across advertising, media, and digital marketing and products, I bring a holistic approach to market-oriented communications.
Skillset
Clarifying a Winning Aspiration
SMART marketing objectives
OKR (Objectives and Key Results)
Deciding Where to Play
Market research
Market segmentation and targeting
Determining How to Win
Insights & diagnostic research
Custom marketing funnels
Buyer profiles
Brand positioning & strategy
Value propositions
Customer experience (CX) strategy
Campaign & communication strategy
Content and web/mobile strategy
CRM & personalization strategy
Establishing Management Systems
Measurement strategy & KPI development
Reporting & optimization programs
Organizations I’ve Helped
Case Studies
01 Kia Motors
CHALLENGE
Despite Kia Motor America's industry-leading value and notable functional benefits (quality, safety, reliability), the brand struggled with lingering reputational impacts from past quality criticisms. While increasingly making its way onto shoppers' consideration lists, brand preference lagged, with Honda and Toyota capturing most of the industry growth. As Millennials became a significant automotive market segment, Kia needed fresh ideas to elevate its brand among this crucial audience.
STRATEGY
Amid a new emphasis on vehicle styling and design and growing advertising investments, I led the creation of a brand content strategy to connect with Millennials' desire for excitement, joy, and enthusiasm amidst increasing work demands. We aimed to elevate the brand across paid digital and social media channels. The strategy encouraged Millennials to "keep believing in the magic" of life, executed through brand partnerships and social media content across four pillars: music, sports, popular culture, and connected life.
RESULTS
Innovative digital and social media campaigns effectively connected with younger, tech-savvy audiences.
Kia's brand sentiment improved significantly, elevating its image and making it one of the most desired car brands.
Kia's U.S. sales grew, achieving five consecutive monthly sales records in 2015, and market share grew, surpassing Mazda as the 8th best-selling automobile manufacturer in the U.S.
Helped set the stage for a brand rebirth, with sales tripling in the U.S. over the past 20 years.
02 Abbott U.S.
CHALLENGE
Abbott's FreeStyle Libre brand grappled with a significant challenge of channel consistency and a need for coordination across marketing and communications teams. This led to a considerable waste of resources, underperforming content, and a less-than-optimal customer experience, underscoring the need for a strategic intervention.
STRATEGY
I co-led a comprehensive user-centered design effort beginning with new market segmentation and the development of detailed user personas. We then designed user journeys and crafted a content and measurement strategy with a special focus on key moments of truth. To ensure alignment and generate innovative content, I facilitated cross-channel content workshops that filled crucial gaps in the user journey and finally created blueprints to support content production and design.
RESULTS
Enhanced cross-channel and functional team coordination.
Increased user engagement and content performance.
Improved user experience.
Significant CRM database growth.
03 Média-Participations
CHALLENGE
Média-Participations' Aleteia.org brand was serving core Catholics with religious news. However, the audience was primarily retirees in small markets, which was limiting revenue and the product's evangelical impact. With casual Catholics slipping away, the company sought to seize on interest in the new papacy to achieve its evangelical mission and grow profitability.
STRATEGY
I spearheaded a major brand overhaul to help the property grow its profitability and make progress toward its evangelical mission, shifting the product strategy towards a new, broader audience segment. This comprehensive approach included revamping the editorial and marketing strategy, leveraging social media and new syndication technologies, and launching new ad products and marketing service capabilities.
RESULTS
Monthly global unique visitors grew from 3M to 20M.
Ad revenues quadrupled.
The audience became younger, more affluent, and increasingly concentrated in more robust media markets such as the U.S. and France.
Internal website research showed increases in Catholic affinity and loyalty.
Testimonials
“He is a great planner and strategist but also knows how to execute. He is very innovative in his approach to complex business challenges.”
— Michael Sprague
CMO, Kia Motors America
“Jason is one of the most insightful and inspiring professionals I have ever had the pleasure of working with. He is a student of good thinking and specializes in organized attacks on any targeted marketing and/or advertising problem set in front of him. He has ideas & insights that make us creative guys & girls want him in all brainstorm sessions.”
— Jeff Whitney
Creative Director, Apple
“Jason is a great strategist the Kansas Dept. of Labor used during the Covid unemployment pandemic fiasco. Without Jason navigating the negative media and consumer sentiment would have been much harder.”