John Matthews - Brand Strategist, JP Matthews Consultants Ltd

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Work Background

JP Matthews ConsultantsBrand Strategy Consultant

Nov. 2021LondonKEY CLIENTS: BROWNSWORD HOTELS, RIVERFORD ORGANIC FARMERS, PROFOUNDLY BROWNSWORD HOTELS A comprehensive end-to-end rebrand and repositioning of a £120m disparate heritage hotel portfolio with an aging demographic, into a cohesive, intergenerationally relevant lifestyle brand. RIVERFORD ORGANIC Developing a future customer acquisition strategy to grow Riverford’s share of the UK fruit and Veg market, volume and spend through developing their product and positioning to be compelling to families - without compromising on their mission and purpose. PROFOUNDLY Developing a human-centred AI gifting service, to help time poor male professionals to be more present in their relationships, by helping them to identify and buy more thoughtful gifts uniquely tailored to their loved ones.

C Space - Interbrand Group of CompaniesAccount Director

Apr. 2019 - May. 2021ACCOUNT LEAD FOR TESCO, TESCO MOBILE, TESCO BANK, BUPA, BODYSHOP, ALEXION, SANOFI & VISA Key skills & responsibilities include- Managing cross-functional teams to create human centered solutions: Overseeing cross-functional team of qual & quant researchers, business analysts, programmers, tech teams, graphic designers, prototyping teams turning customer needs into products, services and strategies. Client management, organisational awareness & commercial thinking: Leading senior client relationships, understanding key business needs & navigating core functions to develop easily operationalised solutions CX & strategy: Across all aspects of customer journey identifying both optimisation, and significant intervention opportunities to improve different touchpoints across the journey. − Tesco Bank, exploring payment journeys across formats/shop missions to develop future payment strategy − Tesco, reviewing all seasonal event touchpoints with customers to optimise future year propositions. UX: - Leveraging agile methodologies working alongside Tesco’s developers to create the UX for their colleague platform Customer co-development of new products: Working with marketers and engineers/scientists across needs identification, concept development and testing, lean prototyping, market positioning, launch & optimising while in market. - Bodyshop – working with women with problem skin, alongside marketers and scientists to develop new tea tree range - Bupa – Working with app developers during covid to optimise their remote health assessments offer Creative problem solving with agile methodologies to turn customer sentiment into action - During early days of Covid, pivoting methodologies overnight to move from fortnightly to daily reporting for Tesco to enabling them to react in near real time to customer demand, and help position them as the UK’s most trusted brand during Covid.

C Space - Interbrand Group of CompaniesAssociate Director - Head of Online Communities China

May. 2017 - Apr. 2019Shanghai City, ChinaHEAD OF DIGITAL OPERATIONS CHINA HEAD OF CULTURE CHANGE CHINA ACCOUNT LEAD FOR L’OREAL, ESTEE LAUDER, DYSON HEAD OF DIGITAL OPERATIONS Initially with limited technical knowledge, quickly absorbing technical concepts in order to implement changes, and used lean principles & cohort analysis to iteratively improve our Catalyst platform (250k daily users) for the China market. Troubleshooting complex challenges, figuring out: - UI, UX & back end improvements to boost Chinese consumer engagement, liaising with US programmers to implement - Improving speed of the platform within the Great Firewall & optimising global server locations - Mitigating bots infiltrating our platform - Improving character recognition - Developing viable solutions to integrate platform with WeChat - Setting engagement strategy & training Consultants - Optimising client facing insight socialising platforms in both Mandarin and English HEAD OF CULTURE CHANGE: - Tasked with increasing quality of consultancy work across the business. Identifying improvement areas, creating training sensitive to cultural nuances, and roll out across 50 strong team - Adapting a global set of 'behaviours' for Chinese market, generating buy-in across employees and implementing process to ensure weekly action was taken to embed them CLIENT WORK Strategy: - Developing launch strategy for L’Oreal’s first male specific cosmetics range with marketers and lab scientists. - Developing strategy for Dyson Supersonic hairdryer to leverage salons in tier 1 cities to support product sales and brand perception as they entered a new category Branded platform development: - Branding digital platforms for L’Oreal, Dyson & Estee Lauder to maximise Chinese consumer engagement with research initiatives Agile product development: - With L’Oreal’s development lab, identifying needs gaps within product categories, developing prototypes with consumers and scientists & iteratively refining formulas to create new products in a month

TescoSecondment - Customer Strategy

Jan. 2017 - Apr. 2017Welwyn Garden CityWorking with the Customer Analytics team, I was tasked with creating a consumer-led approach to tackling the growth of a significant specialist competitor. Within this role I worked collaboratively with a number of different departments including multiple Category leads, Property, Online, Customer Analytics and Brand Insight teams, to develop a set of strategic options for Tesco to identify opportunities for Tesco to neutralise the threat posed by this competitor.

C Space - Interbrand Group of CompaniesConsultant

Oct. 2015 - May. 2017KEY CLIENTS INCLUDE: BUPA, COLGATE, TAKEDA, MONDELEZ, JAGUAR LAND ROVER, & TESCO Highlights include: - Speaking at the 2016 MRS Consumer Health & Wellbeing conference on "Best Practice Engagement Strategies To Encourage Healthy Lifestyles" with Bupa. - In 2014 being singled out as one of Omnicom's rising talents, being put forward for their "Emerging Stars" programme. I subsequently went on to win the entire competition. - Leading the creation of C Space's internal Impact Awards from idea to global roll-out. These awards were developed as a mechanism to get the business to obsess over ensuring work delivers commercial impact for clients. By getting the entire business bought into this we now have a process for collecting and disseminating stories of how we've delivered on our strategy of Customer Inspired Growth. - Helping to develop C Space's employee communities practice creating strategies for how Mondelez and Tesco can leverage their employees diverse skills and get them to collaborate online to tackle business challenges and develop products and services. - MONDELEZ - Driving a 70% uplift in employee engagement with their international collaboration platform ‘Unplugged’ through collaborating with developers and internal audiences and leveraging lean development principles. - BUPA: Helping to develop Bupa's dental Network proposition Re-inventing their health assessment offering Developing a retention strategy for health insurance customers - JLR: Conducting the early buyers study for the newly launched Discovery Sport to identify future improvements for iterations of the vehicle from 2018 onward. - TAKEDA: Developing concepts for a support programme for patients suffering with Multiple Myeloma (bone marrow cancer) going through oral chemotherapy. This work was a finalist for the BOBI award for excellence in fieldwork. - COLGATE: Developing Colgate Total's first ever emotion led consumer campaign and 'Whole Mouth Health' Positioning

C Space - Interbrand Group of CompaniesAssociate Innovation Consultant

Apr. 2013 - Oct. 2015C Space is a global consultancy that believes in Customer Inspired Growth. We help our clients grow through better understanding their customers and users, we collaborate with them to solve business challenges, innovating new solutions and building more customer centric organisations. We do this through a combination of private on-going online communities, high impact co-creative workshops, creative services and business consultancy. My key clients include: Bupa, Takeda, Mondelez, Jaguar Land Rover & Tesco

Helping People Win LtdGeneral Manager

Jan. 2012 - Apr. 2013London, United KingdomA mentoring, marketing and executive search company for FTSE 250 business leaders. I helped Paul Cautley CMG DL (founder of The D Group & Strategy International) set up this new senior executive mentoring business. My role was multi-faceted and included new business development, account management and all technological aspects of the company.

iDeal LocalFounder

Jan. 2011 - Jan. 2012SussexFounder of ‘iDeal Local’, a direct marketing business focused on promoting local business with a cost effective alternative to leaflet dropping. This innovative service was designed to make customers keep and interact with advertising materials instead of disposing of them. We achieved this by manufacturing thousands of decks of playing cards where the face of each card was sponsored by a different company. These cards were then distributed to A1 & B1 households in the Mid Sussex area.