Fractional Director/Consultant: Brand, Messaging, Marketing Strategy

JANE JOHNSON

512-***-**** www.linkedin.com/in/jane-johnson/ ********************@*****.***

Austin, Texas

Professional Summary

Strategic solution marketing leader with 18+ years of experience translating complex technical portfolios (CPU, GPU, AI, SaaS, enterprise platforms) into clear, customer-back narratives that drive executive mindshare, adoption, and pipeline. Proven success architecting solution messaging frameworks, keynote narratives, and multi-persona content ecosystems across highly regulated and fast-moving industries. Adept at leveraging AI-assisted workflows

(LLMs, prompt libraries, QA guardrails) to scale global message localization and asset creation without sacrificing brand rigor. Known for building cross-functional alignment with product, engineering, comms, and sales teams, and delivering messaging that wins both hearts and metrics. Core Competencies: Solutions Messaging Architecture Executive & Persona-Based Storytelling AI-Assisted Content Workflows Keynote & Event Narrative Design Cross-Functional Alignment Competitive Positioning & Objection Handling Analyst & Media Engagement B2B Tech & Semiconductor Ecosystem Professional Experience

Creative Calamity Consulting

Fractional Director: Brand, Messaging & Marketing Strategy January 2018 – Present Austin, TX

Coca-Cola – Global Transformation & Executive Messaging Built an executive-first communications strategy for a 7-country procurement platform rollout, doubling senior leadership participation and achieving 98% adoption in under four months. The program saved $3M in licensing costs by accelerating adoption through human-centered messaging and data-driven enablement. Designed GTM playbooks, dashboards, and message frameworks that aligned Procurement, RevOps, and C-suite leaders, embedding feedback loops and agile iteration to refine storytelling. Partnered with product, legal, and regional leaders to ensure clarity across multiple geographies and stakeholder groups, reinforcing brand trust and operational efficiency at scale.

Zepp Health – AI-Powered Hearing Tech Launch

Directed global solution positioning and customer journey design for Zepp Clarity, reframing a stigmatized assistive device into a fashion-forward, intuitive tech product. Drove 207% MoM lead growth and reduced CPL by 67% through persona-specific GTM assets across CRM, lifecycle email, TikTok, Meta, and paid channels. Built a global message system with localization frameworks for LATAM and APAC, enabling faster rollout and consistent cultural adaptation. Developed post-purchase engagement flows and tone guides that improved retention and strengthened long-term category credibility in a sensitive market. Converse – Gen Z Campaign Strategy

Led voice, messaging, and narrative architecture for a personalized sneaker accessories launch across five global hubs, integrating campaign content into Converse’s seasonal Back-to-School activation. Drove a 225% lift in Gen Z engagement by combining cultural insights, rapid creative iteration, and persona-based message testing. Collaborated with global design, product, and retail teams to deliver multi-format toolkits and experiential content, ensuring the campaign resonated across digital, retail, and influencer touchpoints while strengthening brand loyalty among Gen Z consumers.

Psychedelic Therapeutics Network – National Expansion Built a new brand and message architecture to transition from a nonprofit veteran-serving model to a national for- profit platform addressing both civilian and provider markets. Delivered 300% revenue growth in 9 months through trust-based storytelling, thought leadership campaigns, and audience-specific positioning that destigmatized psychedelic-assisted therapy. Crafted narratives tailored to investors, regulators, and end users, while designing scalable content systems that enabled multi-channel outreach and market credibility in a highly regulated and sensitive space.

Propelland & Noise13

Senior Strategist: Brand, Messaging, Change

Feb 2021 – Dec 2024 San Francisco, CA

• Designed AI-assisted messaging workflows for enterprise and DTC clients, using LLMs for variant generation, localization, and content atomization—accelerating production timelines by 40% while ensuring brand accuracy and governance.

• Designed solution onboarding content systems for Zepp Clarity, cutting ramp-up time by 60% and improving engagement.

• Launched Instacart’s internal brand platform and portal, boosting value alignment by 58% and NPS to 86%.

• Crafted executive keynote narratives, briefing docs, and run-of-show materials for enterprise clients— ensuring consistent story arcs, objection handling, and analyst-ready proof points.

• Piloted AI-assisted content workflows, building prompt libraries and QA guardrails to accelerate persona-based message variants, localization, and field asset production.

• Defined voice and message strategies for 30+ B2B and B2C brands, including analyst-facing narratives and objection-handling playbooks.

WeWork

Sr. Marketing & Member Experience Coordinator

Sept 2018 – Feb 2020 Austin, TX

• Directed GTM and solution messaging for an emerging B2B product line, driving a 15% revenue increase across SMB and enterprise clients.

• Built internal comms frameworks connecting People, Brand, and Change functions, boosting ERG participation by 175%.

• Partnered with VC and innovation networks to strengthen solution positioning and brand relevance during organizational transformation.

Whole Foods Market

Global eCommerce Program Manager

Feb 2017 – Jan 2018 Austin, TX

• Built GTM and comms strategy for Instacart Click-n-Collect, launching in 65 markets and driving

$3M/week in new revenue.

• Appointed by the CTO to lead executive comms during Amazon acquisition, ensuring transparency and trust across 17K+ employees.

• Managed third-party ecosystem narratives for Google Express, DoorDash, Shipt, and Instacart to ensure cross-functional brand consistency.

Whole Kids & Whole Cities Foundations

Senior Leader, Brand Marketing & Engagement (via Whole Foods Market) June 2012 – Feb 2017 Austin, TX

• Directed multi-channel campaigns and message systems aligned to Whole Foods’ mission—raising

$4.25M in six weeks and increasing engagement by 80%.

• Produced flagship event narratives for 17K+ attendees, raising awareness by 59% through high- impact storytelling.

• Built scalable brand and content programs, including Kids Club (with NatGeo Kids & Jumpstart) across 250+ stores and 3 countries.

Education & Certifications

MS, Strategic Communications — University of Denver Certified Change Management Professional (CCMP) — ACMP, Feb 2025

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