Jonathan Staines
BARNET,Hertfordshire
Summary
I am an accomplished, down-to-earth, highly motivated strategy professional with keen eye for market trends and knack for strategic thinking, coupled with strong communication skills and creative problem-solving abilities. Proficient in project management and adept in crafting compelling brand narratives, I have worked with some of the world's most successful and well-known brands as well as small to medium-sized businesses. I am inspired by supporting brands to drive change, enter or create new markets and motivate new behaviours.
Overview
18
18
years of professional experience
3
3
years of post-secondary education
Work History
Strategy Director / Founder
Big Yellow Sun
London
09.2011 - 12.2024
- Qiddiya - Strategy Lead for the gaming element of a $350 million 'gigaproject' in Saudi Arabia - generated insights through stakeholder engagement, collating and applying recommendations. Consumer research, brand strategy, proposition development, positioning, naming and IRL naming and game development for this major mix-used development, site of the 2030 World Cup.
- Revitalised underperforming brands through strategic repositioning and advertising campaigns for numerous retail and leisure destinations across Europe: including The Trafford Centre Manchester, Lakeside Thurrock, Braehead Glasgow, Xsite Glasgow, Atria Watford, The Boulevard Belfast, The Victoria Centre Nottingham, Oxford Market Quarter, Lingotto Turin and others - naming, positioning, customer experience development, proposition concepts and campaign development.
- Developed innovative brand strategies by analysing market trends and competitor activities, specifically Gravity / Gravity Max - brand refresh strategy for the global expansion of this growing UK-based leisure brand. Proposition development, brand architecture, naming, campaign creation
- Crafted new brand campaign using market understanding, consumer analysis for UK agency, Cheeky Communications, resulting in winning the ProPlus UK account - including out of home and digital communications
- Led on the rebrand from Orange to EE , encompassing brand development and rollout, brand governance and brand-led marketing across all channels. Drove change management initiatives, resulting in improved employee morale and engagement for the biggest European brand launch in 2012. I also worked on EETV, which encompassed all aspects of the product launch- naming, proposition development, UX, packaging creation.
Strategy Director
We Launch
, London
10.2019 - 12.2020
- Constructed and designed implementation strategies for profitable growth - major brand proposition and brand architecture project for the world's oldest educational publisher, Oxford University Press
- Wrote the launch strategy for Australian 'buy now, pay later' concept launching in the UK, Openpay
- Built a new proposition, values and tone of voice for the oldest and largest faith-based publisher addressed brand architecture challenges, devised strategy to reach new, niche audiences
- Tone of voice development and brand architecture for an investment bank, uniting two US and UK based businesses within the same brand
Brand Strategy Roles
Various
01.2007 - 01.2011
- Managing Consultant, Rufus Leonard - client Lloyd's Banking Group
- Planning Director, BBH Retail - clients included Audi, British Airways and Barclays Retail Banking UK
- Senior Brand Consultant, More (now Pablo Advertising Agency)
- Senior Brand Development Manager, Orange Global Brand Team
Education
BA - English Literature & Linguistics
Lancaster University
Lancaster 10.1988 - 06.1991
Brand Strategist - Brand Strategy
LEVEL C
Los Angeles USA 03.2018 - 04.2018
Brand Specialist - Brand Strategy
LEVEL C
Los Angeles 06.2019 - 06.2019
Skills
- Brand Strategy
- Strategic planning
- Brand creation
- New Product Development
- Excellent Presenter
- Short/Long copywriting
- New business & pitching
- Builds relationships with C-Suite
- Commercial acumen
- Communication strategies
- Analytical-thinking
- Communication proficiency
- Creative thinking
- Market research
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Languages
French
Advanced
Affiliations
- Running (half-marathons)
- Cycling
- Music production
- Theatre
- Record-collecting - classic vinyl
Timeline
Strategy Director
We Launch
10.2019 - 12.2020
Brand Specialist - Brand Strategy
LEVEL C
06.2019 - 06.2019
Brand Strategist - Brand Strategy
LEVEL C
03.2018 - 04.2018
Strategy Director / Founder
Big Yellow Sun
09.2011 - 12.2024
Brand Strategy Roles
Various
01.2007 - 01.2011
BA - English Literature & Linguistics
Lancaster University
10.1988 - 06.1991
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