20-year track record helping grow companies and non-profits by developing insights-driven brand strategies, crafting differentiated marketing programs, and managing initiatives from objectives through executions


Non-Profit Marketing

In position funded by foundation grant, developing engagement and marketing programs to help Cleveland synagogue compete in “flat is the new growth” category - successes include 500% increase in Web traffic, culture change toward focus on customers’ needs, professionalization of marketing function



Pharma Marketing

Led wide range of global research, including c-suite interviews and competitive analyses, to underpin new employment brand for top 10 pharma company – results included differentiated story to help recruit and retain 75,000-person workforce



Retail Marketing

Leveraged positioning and consumer research into category-defining “store of the future” – successful efforts re-imagined tire, maintenance, and repair experience into more customer-friendly encounter and better positioned brand in low-involvement category



Small- to Mid-Size Business Growth Planning

Based on customer interviews and trend analyses, developed strategy to evolve traditional media company into lifestyle brand with multiple potential revenue streams – results include counseling owners on strategic approaches to evaluating growth opportunities



Healthcare Market Research

Distilled $1M of research into “Essence Statement” for major brand – successes include providing senior leadership with rationale, tools, training, and web support to align marketing and operations with positioning



Thought Leadership

Gave strategy presentations at Case Western’s think[box] and University of Chicago business school

Published strategy articles on private label marketing, retail marketing, and non-profit marketing



Brand Strategy


Based on conducting and / or analyzing secondary research, develop actionable insights by understanding market dynamics, competitive landscapes


Uncover customer needs by leading discovery interviews, discussion groups


Help course correct by conducting top line social analytics


Take advantage of closer-in and further-out opportunities by leading ideation sessions


Build competitive advantage by crafting relevantly differentiated positioning and authentic brand stories


Foster portfolio efficiencies by shoring-up brand architectures


Create efficiencies by aligning business strategies and brand strategies


Brand Marketing


Support brand strategies by clarifying objectives, establishing metrics, leading internal teams, managing vendors, and serving as point person to clients


“Connect dots” between brand strategy and brand marketing by creating and managing integrated plans, content calendars, budgets


Support brand by writing on-strategy content (web site, landing pages, URLS, social, paid social, video, email, direct, print, collateral, environmental, naming, tag lines, thought leadership)


Support brand by crafting messaging hierarchies, driving consistent looks and feels, improving UX


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