Contact
graham@beloved-brands.com
www.linkedin.com/in/
grahamrobertson1 (LinkedIn)
beloved-brands.com (Company)
www.amazon.com/dp/1983625884
(Other)
www.slideshare.net/
GrahamRobertson/presentations
(Other)
Top Skills
Strategy
Brand Development
Strategic Planning
Languages
English (Native or Bilingual)
Honors-Awards
Effie Award winner
Businessweek's Best New Product
for Listerine Pocketpaks
James E. Burke Advertising Award
Publications
B2B Brands: The playbook for how
to build a B2B brand your customers
will love.
How to Be a Great Brand Leader: Do
Absolutely Nothing
Beloved Brands: The playbook for
how to build a brand consumers love
 
Graham Robertson
Making your marketing people smarter • Marketing Training • Brand
Strategy • Ex J&J, General Mills, Coke • Author of Beloved Brands
(book reviewer ratings of 4.8/5.0)
Toronto, Ontario, Canada
Summary
❤️
I believe that the fundamentals of marketing will empower ambitious
marketers to achieve the extraordinary
If you are running a marketing team and you are frustrated by the
poor quality of work you see from your team, our marketing training
can help.
You might have smart people on your team, but they’ve just never
been properly trained on the fundamentals of marketing. And, they
are just not performing at their full potential. You know they can be
better.
As the leader, you must see your team make smarter decisions
and produce exceptional work that drives business growth. With
our marketing training, your team will improve how they show up
with strategic thinking, analytics, brand planning, positioning, and
marketing execution decision-making.
https://beloved-brands.com/brand-management-training/
I started Beloved Brands to help brands find growth by building
brands that consumers love. We help you define what your brand
stands for. Then, we help build a strategic plan to achieve the best
possible future.
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Everyone who works on the business must know what your brand
stands for. Every employee, partner, and customer. We make sure
that everyone on your team knows the strategies and their role in
delivering those strategies.

https://beloved-brands.com/brand-consulting/

In my marketing career, I led some of the world's most beloved

brands at Johnson and Johnson, Coke, General Mills, and Pfizer,
rising up to VP Marketing. I have won numerous awards including
Marketing Magazine’s “Marketer of the Year”, BusinessWeek’s best
new product award, and 4 Effie advertising awards.

I worked on iconic brands such as BandAid, Listerine, Coke, Advil,

Lucky Charms, Nicorette, Zyrtec, and Benadryl.

I wrote my book, Beloved Brands, as the playbook for how to build

a brand that consumers will love. Almost 90% of our reviewers
give us a 5-star rating, and many readers tell us they reach for the
book each week. We have specific versions for B2B Brands and
Healthcare Brands.

https://www.amazon.com/dp/B09RY3DNBP

Experience
Beloved Brands Inc.
Founder and CMO
2010 - Present (13 years)
At Beloved Brands, we help brands find growth by building brands that
consumers love. Our marketing training makes brand leaders smarter to help
them reach their full potential.

  Page 2 of 6
   

Advised NFL Players Association (NFLPA), to create a new business model for
the former players group and shifted strategic focus of internal sports agency
to drive harder against strategy and innovation.

Led brand planning workshop for the Asian region of a global company, then
provided coaching on the brand plans for 11 markets across Asia.

Advised a food brand on brand positioning statement, brand story, and built a
brand plan for the China and UK markets.

Led 3-day boot camp Brand Management Training for a European spirits
company, coaching the brand team on strategic thinking, brand analytics and
brand planning.

Advertising advisor to a major consumer packaged goods (CPG) company,

providing input to the strategy and creative, working with both the brand
leaders and ad agencies.

Developed full brand strategic road map and brand plan for a major premium
casual dining restaurant chain to develop a new brand strategy that led to
launching new look/feel plus brand service values with all 6000 employees.

Led the brand planning process for a European healthcare company, coaching
on a deep-dive analysis, discovering key issues, writing brand plans and
positioning statements.

Worked on new positioning strategy for a technology brand that shifted the
concept results from the bottom 25th percentile into the strongest concept ever
tested.

Beloved Brands book

Author
2018 - Present (5 years)
Toronto, Canada Area

With Beloved Brands, B2B Brands, or Healthcare Brands, you will learn
everything you need to know so you can build a brand that your consumers will
love.

Learn how to think strategically, define your brand with a positioning statement
and a brand idea, write a brand plan everyone can follow, inspire smart and

  Page 3 of 6
   

creative marketing execution, and be able to analyze the performance of your

brand through a deep-dive business review.

Beloved Brands provides a toolbox intended to help you every day in your job.
Keep it on your desk and refer to it whenever you need to write a brand plan,
create a brand idea, develop a creative brief, make advertising decisions or
lead a deep-dive business review.

We are so excited to see so many great reviews, with almost 90% rating
Beloved Brands with a 5-star rating.

To order Beloved Brands on Amazon https://lnkd.in/ep2W_Nh5 on

Rakuten Kobo: http://ow.ly/YCcy50DYEdB or on Apple Books: http://ow.ly/
xPJA50DYEdF

For , https://lnkd.in/eiAvATa8 and for https://lnkd.in/eM-Ta83z

Beloved Brands Mini MBA

Founder and Instructor
2020 - Present (3 years)
Our Beloved Brands Mini MBA is designed for marketing professionals looking
for access to world-class brand management training.

1. Strategic Thinking
2. Brand Positioning
3. Writing Brand Plans
4. Advertising Decisions
5. Marketing Analytics

https://beloved-brands.com/mini-mba/

Johnson & Johnson

12 years 4 months

VP Marketing
January 2005 - December 2009 (5 years)
Head of Marketing at J&J Consumer Healthcare leading a broad portfolio of
CPG brands that included Listerine, Band-Aid, Benylin, Nicorette, Nicoderm,
Reactine (Zyrtec), Visine, Polysporin, Lubriderm, and Purell.

  Page 4 of 6
   

Our team went through a major merger with J&J and Pfizer, and we achieved
the best results of any country during the two merger years: share gains on 9
of the top 12 brands with sales growth on all 12.

We were able to increase employee engagement with the marketing team,

we saw innovation across the board, better advertising with our top 10 brands
delivering advertising results in the top 20%. No departures of key team
members.

Marketing Awards
• 3x winner of Effie Advertising Awards.
• Winner of James Burke Award for the best global ad at J&J.
• Winner of BusinessWeek best new product award.
• Winner of Marketing Magazine “Marketer of the Year” award.

Senior Group Marketing Director

January 2001 - December 2004 (4 years)
Led the company’s two largest categories--Oral Care and Smoking Cessation.
Led a brand turnaround on Nicoderm & Nicorette brands. Launched innovative
"Listerine is as good as flossing" ad campaign that saw +25% on Listerine

Group Marketing Director

January 1999 - December 2001 (3 years)
Led two separate consumer category teams—Oral Care and Allergy

Led launch of Listerine Pocketpaks with Canada as the lead market.

• Won Businessweek's Best New Product for Listerine Pocketpaks.
• Won Effie Gold for Listerine Advertising campaign.

Reactine (Zyrtec) turnaround from distant/declining ️2 behind into a high

growth brand clear ️1 brand.

Senior Brand Manager

September 1997 - August 1999 (2 years)
Developed a new Listerine brand vision that guided the brand to double-digit
growth for a decade. New advertising campaign drove share from 28% to 55%
over 8 years. Winner of an Effie Gold Award.

Reckitt
Marketing Manager
April 1996 - September 1997 (1 year 6 months)

  Page 5 of 6
   

Managed the Finish and Jet Dry brands. Launched Finish Tabs moving into
the ️1 share position.

General Mills
Associate Marketing Manager
May 1994 - April 1996 (2 years)
Managed 5 Kids cereal brands, including the iconic Lucky Charms brand,
igniting my creative energy, with significant work on advertising, package
design, and consumer promotions.

Coca-Cola
Marketing Intern
April 1993 - September 1993 (6 months)
Worked with the convenience channel to launch the new plastic iconic Coke
bottle that helped tie into the heritage of the brand.

GE
Marketing Management Training Program
September 1989 - August 1992 (3 years)
At the height of Jack Welch's "speed, simplicity and self-confidence", I was in a
rotational management training program within GE.

Education
The University of Western Ontario - Richard Ivey School of Business
Master of Business Administration (MBA)  · (1992 - 1994)

Carleton University
Bachelor of Commerce, Majoring in Marketing · (1985 - 1989)

Nepean High School

Ontario Secondary Diploma  · (1980 - 1984)

Queen's University
Queen's Executive Program, Executive Program

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