Download Resume - JB Davis Innovates

J.B. DAVIS
Seasoned manager with track record of using creative thinking to craft
breakthrough brand strategies and communications programs looking for
strategy, design, innovation, and communications opportunities in Chicago area.
847.361.7159 Highland Park [email protected]
Senior Brand and Communications Strategist. Chicago. 2012 – Present.
AbbVie – As consultant, supervised multiple qualitative research streams for Hepatitis-C
service delivery model including stewarding RFP / SOW / contract processes, managing
outside research partners, and synthesizing findings. Managed development of HCV
PowerBook, synthesis of yearlong market research.
Rise Interactive - As 1st Rise Fellow, identified marketplace trends and “translated”
impact on digital strategy. Participated in extensive digital training program.
Hans Design - As outside strategy partner, co-pitched medical device business and
managed collateral development for leading transportation brand.
Gyro. Group Account Director. Chicago. 2012.
Kimberly Clark – As lead account person / strategist for Kimberly-Clark’s B2B
business, led development of innovative programs (including multi-platform media
partnership) to stave-off commodification by better connecting with stakeholders.
Agency - Secured agency of record meetings, an unrealized goal in previous years.
Managed multi-disciplinary team including several direct reports.
Health Branding Group. Principal / Managing Director. Chicago. 2011 – 2012.
Outcomes - For leading medication management enterprise, co-led qualitative research
that uncovered insights. Based on insights, created positioning, name, and tag.
Partnered with Creative Director to craft growth platform based on suite of envisioned
products and services.
Metis MD – For online radiology second opinion start-up, co-led team that developed
positioning, brand architecture, name, tag, wireframe, and potential additional offerings.
ARAMARK - Created name and messaging for clinical services line of business.
Agency - For agency brand, surveyed market and developed insights-driven branding
and marketing program that allowed it to potentially claim wider space; program
involved name, tag, and first segmented product.
Senior Brand and Communications Strategist. Chicago. 2008 - 2011.
Major Pharma Brand - Working with B2B agency, led development of global
“employment brand” that replaced patchwork of efforts to attract and retain talent.
Conducted global research – including competitive analyses, communications audit, and
executive leadership interviews – and used data to create insights-driven brand
platform. Sold-in platform to leadership. Wrote tag line that tapped key emotional driver
in category. Created strategy for online brand tool kit and internal launch. Crafted
content strategy for site. Developed global rollout plan.
Design Agency – As strategic partner to B2C agency, developed positioning for 100year-old housewares brand (West Bend). Created and managed innovation workshop for
national health club brand (Midtown). Developed names for $3B brand (Tate & Lyle).
Wrote Web copy for leading cooking brand (Chicago Metallic).
Health-e Technologies - Led workshop to evolve start-up’s business model.
Mediacom – As consultant to B2B agency, crafted research-based, multi-platform
social media strategy for $2B media brand.
Innovation Firm – Working with Firm team, helped create breakthrough ideas for slow
growth category of leading hardware retailer.
Innovation Firm – Contracted to blog on innovation strategy.
Education / Non-Profit Marketing Firm – As lead strategist, led breakthrough
rebranding for academic health center, University of Alabama-Birmingham. Sold-in
platform to President and Cabinet. Managed research / strategy / creative / production
team that developed 1st direct mail campaign based on branding. Moderated
discussion groups. Wrote tag line capturing new brand.
Education / Non-Profit Marketing Firm – As lead strategist working with global trade
association of b-schools, developed strategies to better align services with market.
Manager of Brand Strategy. Blue Cross Blue Shield Association. Chicago. 2006 - 2008.
Distilled $1M of research into The Blue Brand Essence statement. Provided senior
leadership with rationale, tools, training, and web support to ensure that marketing and
operations reflected positioning. Initiative was guided by council of CMOs, supported by
Board, and involved managing leading branding agency.
Managed key branding elements of extending Blues into new multi-billion dollar
segment. Developed “lite Blue” sub-brand; monitored product parameters; led naming
and research; secured legal clearance; and supervised identity and collateral design.
Led national Brand Education Program (conferences, webinars, and materials
distributed across multiple platforms) that brought best practices to senior executives.
As “voice of brand”, contributed to focus group discussion guides, concept testing,
choice design, and analysis. Wrote tag for 100 millionth member milestone. Created
names for joint venture with major financial brand. Managed branding of 1st national
loyalty program. Managed relationships with branding and innovation agencies.
Manager of Brand Strategy. Firestone Retail Operations. Chicago. 2004 - 2006.
Though charged with discrete task of raising retention from 39% to 42% via
development of “store of the future”, identified wider opportunity of building relevantly
differentiated brand. Untangled knotty brand architecture to clarify relationships
between corporate, retail, product, credit, and internal brands. Sold in to c-suite.
Partnered with COO to transform insights into new positioning.
To drive adoption of new positioning, spoke at internal conferences, Board meetings,
and store meetings.
Leveraged positioning and consumer research into category defining “store of the
future” that reimagined tire, maintenance, and repair experience into more customerfriendly encounter. Managed design agency.
Spearheaded brand identity revitalization from name generation through graphic
guidelines development. Partnered with marketing agency to develop brand personality.
Developed strategy to sync web with brand. After PR training, served as spokesperson
to national media. Wrote tag connoting heritage and consumers’ desire for easy
experience. Developed messaging hierarchy for ads incorporated positioning. Managed
new credit card design and associated collateral. Started Brand Department. Managed
$1M budget. Mentored deputy.
Senior Brand and Communications Strategist. Chicago. 2001 - 2004.
Developed in-store strategy and creative for Circuit City’s “store of the future”. Led
research, strategy, and design team that developed POS system breaking category
norms while also creating cross- and up-selling opportunities.
Led pitch effort to secure the private label strategy assignment for CVS. Managed large
PepsiCo pitch team on behalf of national promotions agency.
Director of Client Development. Landor Associates. Chicago. 1999 – 2001.
Led the global pitch for all of Quaker's package design / POS business. Contributed to
successful GE Lighting pitch. Opened door and was a leader in pitching all of WalMart’s private label business. Wrote successful RFP for Naked Juice. Conducted wide
range of package design audits. Guest lectured at University of Chicago’s b-school.
Education and Personal
Kellogg School of Management, Northwestern University. 9-month certificate
program for senior managers. Evanston, Illinois.
School of International and Public Affairs, Columbia University. MPA. New York City.
Wesleyan University. BA. Middletown CT.
Father of 12 year-old boy, 9 year-old boy, and 7 year-old girl. AYSO coach. Serious
home cook and baker. Former pee wee football coach and Boy Scout leader.

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