John Marshall
- Director of Brand Strategy
- Boston
Expertise
- Brand positioning
- Customer experience strategy
- Brand-led innovation
- Brand architecture and portfolio management
Connect
Work
John is director of Lippincott’s brand strategy practice, bringing over 20 years of consulting and operating experience. A seasoned general manager and marketing executive, John has worked with many of the nation’s largest companies in crafting and executing strategies to create long-term growth and shareholder value.
His clients have included 3M, American Express, AT&T, Avaya, Brunswick, CA Technologies, Clear Channel, Fidelity Investments, General Motors, Grainger, LL Bean, Sears and Weather Channel.
Musings
"Prior to Lippincott, I’ve had the benefit of a diverse set of roles in my career—from financial equity analyst, to management consultant, to leading the strategy, technology and analytics groups in an digital agency, to general management and teaching in business school. I think this has given me a unique perspective, and what I love about the challenge of building brands is the many disciplines it can cross. How do you build something both connects emotionally as well as really moves the financial metrics of the company? How can you translate a big and novel idea into the practicality of motivating thousands of employees into actually behaving differently? How can I bridge the proven value of existing channels with the promise of entirely new ways to connect? These are the kind of challenges I love working on with clients."
Background
John's prior roles include executive vice president and global head of marketing strategy and enablement at Digitas, where he was a member of the firm’s global operating committee. In that capacity, John was responsible for the company’s client relationships in the area of marketing strategy, digital strategy, analytics and technology strategy with clients such as American Express, AT&T and General Motors. John was also a partner with consulting firm Mercer Management Consulting (now Oliver Wyman), where he applied expertise in marketing, Internet commerce, business strategy and shareholder value creation to drive growth in numerous companies. He began his career as an equity analyst and has significant experience in shareholder based management.
Etcetera
John is an adjunct member of the faculty of the Amos Tuck School of Dartmouth College, where he teaches digital marketing strategy. He is the author with David Kenny of “Contextual Marketing: The Real Business of The Internet,” published in the Harvard Business Review.
He is also a Chartered Financial Analyst.
A native of Canada, John graduated with an A.B. from Princeton University and an M.B.A. with Distinction from the Amos Tuck School at Dartmouth College, where he was a Tuck Scholar.
