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jobs
Benedict Johnson
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
Markets
United Kingdom
Language
English
Fluently
French
Good
Swedish
Good
My experience
2020 - ?
job
ex-Zoopla founder Alex Chesterman's new online car sales startup
TBWA.
covering 2020-21 strategic planning, Trading and Innovation Labs propositions, new product Workspace, plus an agile, content publishing model in response to COVID-19. I have also led development of D-Cell performance marketing initiative.
At Proximity London I led Cazoo, ex-Zoopla founder Alex Chesterman's new online car sales startup, and leading charity, Great Ormond Street Children's Hospital.
I was responsible for writing Cazoo's end-to-end customer experience integrating the whole ecosystem/journey including comms, digital experience and customer services. Reporting to Chief Customer Officer and delivering to the CEO, I identified customer and business needs, using a combination of primary and secondary research and senior stakeholders workshops and interviews, spanning data, technology, operations, product and marketing teams, to build a differentiated and strategically sound CX.
As Lead Consultant at Optima Partners, I worked with the British Gas board, developing the 2020 strategic recommendation to transform their personalisation strategic capability (including people, process, systems and comms).
Before British Gas, I led target operating model development for SSE, leveraging Oracle Marketing Cloud, and development of an Innovation Lab to change the way SSE create and optimise value propositions for prospects and customers.
At Unlimited Group, I was International Planning Director, leading the Danone International account integrating advertising, marketing, innovation as well as developing personalisation strategy.
At Proximity London I led Cazoo, ex-Zoopla founder Alex Chesterman's new online car sales startup, and leading charity, Great Ormond Street Children's Hospital.
I was responsible for writing Cazoo's end-to-end customer experience integrating the whole ecosystem/journey including comms, digital experience and customer services. Reporting to Chief Customer Officer and delivering to the CEO, I identified customer and business needs, using a combination of primary and secondary research and senior stakeholders workshops and interviews, spanning data, technology, operations, product and marketing teams, to build a differentiated and strategically sound CX.
As Lead Consultant at Optima Partners, I worked with the British Gas board, developing the 2020 strategic recommendation to transform their personalisation strategic capability (including people, process, systems and comms).
Before British Gas, I led target operating model development for SSE, leveraging Oracle Marketing Cloud, and development of an Innovation Lab to change the way SSE create and optimise value propositions for prospects and customers.
At Unlimited Group, I was International Planning Director, leading the Danone International account integrating advertising, marketing, innovation as well as developing personalisation strategy.
Sales, Founder, LED, CX, Online, International, Development, Ceo, Workshops, Technology, Content, Marketing, Cloud, Strategic Planning, Agile, Customer experience, Innovation, Research, Operations, Oracle, Writing, Advertising
2016 - ?
freelance
Strategy Consultant
unknown.
(Contract)
2015 - 2016
job
Strategy Director
SapientNitro.
responsible for leading British Airways and Unilever accounts. Also provided senior level support to other major clients.
British Airways
◦ Led all strategic, digital and transformation - working with key stakeholders across parent group IAG - to innovate BA's customer experience, mobile strategy and change programmes to capitalise on the potential of digital in a highly competitive market. Innovation process yielded 9 propositions, all of which were approved for implementation by the Chief Experience Officer.
◦ Led SapientNitro's strategic and creative response - working with BBH and other partners - for the North Atlantic / San Jose integrated campaign (£10m budget).
Unilever
◦ Led the successful pitch for digital transformation programme of Unilever's pioneer food brands, Knorr and Hellmann's (£2m+ 1st phase). Working together with UX and creative, developed vision, 'The Cook in Everyone' category platform, value ecosystem plus created end-to-end customer experience including new digital products / utilities, user experience principles and change programme. This led to winning the Knorr creative account overall, which was outside of the original pitch remit.
British Airways
◦ Led all strategic, digital and transformation - working with key stakeholders across parent group IAG - to innovate BA's customer experience, mobile strategy and change programmes to capitalise on the potential of digital in a highly competitive market. Innovation process yielded 9 propositions, all of which were approved for implementation by the Chief Experience Officer.
◦ Led SapientNitro's strategic and creative response - working with BBH and other partners - for the North Atlantic / San Jose integrated campaign (£10m budget).
Unilever
◦ Led the successful pitch for digital transformation programme of Unilever's pioneer food brands, Knorr and Hellmann's (£2m+ 1st phase). Working together with UX and creative, developed vision, 'The Cook in Everyone' category platform, value ecosystem plus created end-to-end customer experience including new digital products / utilities, user experience principles and change programme. This led to winning the Knorr creative account overall, which was outside of the original pitch remit.
User Experience, UX, Budget, Innovation, Digital transformation, Customer experience, Implementation, Support, Transformation, Campaign, SAN, Utilities, LED, Winning
2013 - 2015
job
Strategy Director
Atomic London.
responsible for key accounts and winning new business. I led brand and integrated briefs, a team of strategists and chaired the leadership and culture committees.
Cancer Research UK
◦ Led strategy for £5m+ pitch win, developing Direct Giving's new proposition, 'Collective Triumph', informing the successful 'Thank You' campaign (using TV, print, experiential, digital and DM).
◦ Led the marketing transformation of Direct Giving department (£115m+ PA business) from a direct 'push' to digital 'pull' business model. 'Be Part of the Crick's DNA' fundraising campaign for the world-leading Francis Crick research centre established a successful template for a reciprocal, 'donor led' model.
◦ Developed and sold the Legacy Giving 5-year business case securing £10m incremental investment needed to grow towards £200m income target by 2020 from £150m in 2015.
◦ Planned Legacy Giving's most successful campaign ever, driving 2:1 ROI within 3 weeks and unprecedented engagement (visits and dwell time) across TV, DM and digital.
◦ Developed business case and led strategy / implementation for VR Life Garden campaign, which has won an IAB, 2 Gold MAA awards, a Gold and two Bronze DMAs and a Bronze RHA award.
The i, part of ESi Media: Led account win with development of 'The Value of Brevity' platform integrating TV (awarded by Campaign) print and programmatic digital (delivered 300%+ site traffic target). Outcome was the 'Get to the Point' campaign beat its 6% circulation target despite almost doubling cost per unit (50p from 30p).
Bentley Motors: Led UK and Europe strategy across brand experience in the most successful year in the company's history. Developed 'The Bentley Way' experience / communication platform.
New business: Led Viking Cruises (TV, print, CRM and digital) and Creative Content UK wins.
Cancer Research UK
◦ Led strategy for £5m+ pitch win, developing Direct Giving's new proposition, 'Collective Triumph', informing the successful 'Thank You' campaign (using TV, print, experiential, digital and DM).
◦ Led the marketing transformation of Direct Giving department (£115m+ PA business) from a direct 'push' to digital 'pull' business model. 'Be Part of the Crick's DNA' fundraising campaign for the world-leading Francis Crick research centre established a successful template for a reciprocal, 'donor led' model.
◦ Developed and sold the Legacy Giving 5-year business case securing £10m incremental investment needed to grow towards £200m income target by 2020 from £150m in 2015.
◦ Planned Legacy Giving's most successful campaign ever, driving 2:1 ROI within 3 weeks and unprecedented engagement (visits and dwell time) across TV, DM and digital.
◦ Developed business case and led strategy / implementation for VR Life Garden campaign, which has won an IAB, 2 Gold MAA awards, a Gold and two Bronze DMAs and a Bronze RHA award.
The i, part of ESi Media: Led account win with development of 'The Value of Brevity' platform integrating TV (awarded by Campaign) print and programmatic digital (delivered 300%+ site traffic target). Outcome was the 'Get to the Point' campaign beat its 6% circulation target despite almost doubling cost per unit (50p from 30p).
Bentley Motors: Led UK and Europe strategy across brand experience in the most successful year in the company's history. Developed 'The Bentley Way' experience / communication platform.
New business: Led Viking Cruises (TV, print, CRM and digital) and Creative Content UK wins.
Business Case, Winning, LED, ON, Campaign, Programmatic, Development, Transformation, Implementation, TV, Marketing, Content, Leadership, Print, ROI, Fundraising, Creative content, Research, CRM
2012 - 2013
job
Planning lead
Story Worldwide.
across Story's key clients and new business in London. Co-founded the planning department, led Story's global brand refresh with the CEO, and led the Senior Leadership Team.
Brown-Forman / Jack Daniel's: Developed American Whiskey global digital strategy, including 'Made of America' proposition and insight platform informed by bespoke primary research, multi-market social media listening, category landscape research and stakeholder interviews.
Mölnlycke: Lead planner on pitch win of a Swedish global health brand. Co-developed new global brand positioning, 'Life. Proud to be part of it' used in all brand and internal comms.
Folio Society: Led pitch win with 'Beautiful Books' brand strategy / campaign.
Jaeger: Co-developed 'Redraw the Lines' platform, planned an innovative, editorially-led eComm site.
Brown-Forman / Jack Daniel's: Developed American Whiskey global digital strategy, including 'Made of America' proposition and insight platform informed by bespoke primary research, multi-market social media listening, category landscape research and stakeholder interviews.
Mölnlycke: Lead planner on pitch win of a Swedish global health brand. Co-developed new global brand positioning, 'Life. Proud to be part of it' used in all brand and internal comms.
Folio Society: Led pitch win with 'Beautiful Books' brand strategy / campaign.
Jaeger: Co-developed 'Redraw the Lines' platform, planned an innovative, editorially-led eComm site.
Social Media, Digital Strategy, Research, Leadership, It, Ceo, Health, Campaign, LED, Social, Brand identity
2010 - 2012
job
senior management team
Candi London.
Lead planner responsible for key clients including Morrisons, Disaronno and Whitbread and was a member of the senior management team.
Morrisons: Planned Morrisons' two most successful major integrated campaigns ever, Free Shopping and Morrisons Millions. Led integrated planning from business case development to launch promotion and engagement activity. Free Shopping placed Morrisons second in its category to Tesco in site visits and referrals for the first time in the brand's history.
Disaronno: Developed Disaronno's global digital and social media strategy, highlights included acquiring 470,000 fans in 6 months through Lady Gaga and Hollywood activity.
Morrisons: Planned Morrisons' two most successful major integrated campaigns ever, Free Shopping and Morrisons Millions. Led integrated planning from business case development to launch promotion and engagement activity. Free Shopping placed Morrisons second in its category to Tesco in site visits and referrals for the first time in the brand's history.
Disaronno: Developed Disaronno's global digital and social media strategy, highlights included acquiring 470,000 fans in 6 months through Lady Gaga and Hollywood activity.
Social Media, Management, Business Case, Development, LED, Social
2009 - 2010
job
Strategic planner
AKQA.
at AKQA. I brought fresh thinking, inspiration and rigour to the creative process.
Army: Strategic lead for the Army's £1m+ youth engagement programme, which included strategy development; research design (ethnographic and quant research); CRM / data strategy; as well as selling our new approach to a conservative, risk averse client.
Fiat: Led strategy for the Fiat 500 owners' community and innovation platform supporting new products and service development.
Royal Navy: Led AKQA's successful pitch for the Royal Navy account, making it the first agency ever to hold both the Royal Navy and Army accounts.
Army: Strategic lead for the Army's £1m+ youth engagement programme, which included strategy development; research design (ethnographic and quant research); CRM / data strategy; as well as selling our new approach to a conservative, risk averse client.
Fiat: Led strategy for the Fiat 500 owners' community and innovation platform supporting new products and service development.
Royal Navy: Led AKQA's successful pitch for the Royal Navy account, making it the first agency ever to hold both the Royal Navy and Army accounts.
Design, CRM, Research, Innovation, Service, It, Development, Community, Strategy development, LED
2005 - 2008
unknown
manager
Publicis London.
Joined I to I to develop my research and insight skills. I won Rolex and IHG pitches; delivered commended Afghanistan and Iraq qualitative and quantitative reports to HM Cabinet Office; built a strategic partnership with Rolex's Global Head of Philanthropy and was promoted to manager.
Research, Office, Manager
2004 - 2005
job
account manager
Thomson Learning.
achieved sales placing in the top 2% of my 20 person team in year 1.
Account Manager, Sales, Manager
My education
2001
-
2004
Bristol University
BSc, Politics and Sociology
BSc, Politics and Sociology
1996
-
2000
Adams Grammar School
N/a, Politics, English, French, General Studies
N/a, Politics, English, French, General Studies
Stanford University
N/a, Leadership
N/a, Leadership
Deputy editor of the university newspaper Epigram and head representative for the School
N/a, Theory including Mills, Baudrillard and Bourdieu
N/a, Theory including Mills, Baudrillard and Bourdieu
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