Beth Johnson

Background

About Beth Johnson

As a founding partner of Umbrella, I have over 20 years of experience in creating engaging and effective promotional marketing campaigns for CPG and other categories across various channels and platforms. I lead a team of experts in integrated marketing, digital strategy and relationship marketing, who deliver innovative solutions that drive purchase and loyalty for our clients. An important part of our work with brands is around their partnership with sports and events. Understanding how that partnership is weaved into the culture of consumers is critical to delivering our objectives for brand penetration and category growth. Whilst media delivers traditional brand metrics - at Umbrella we deliver commercial results and data dividends. A not-so-well-known fact about me is my passion for Web3 and blockchain infrastructure. It delivers a paradigm shift in marketing and breaks all the rules about fandom and personal IDs. This new technology heralds-in not only the most amazing immersive brand experiences, but it also allows for personalisation on a whole new level. I am working with clients to develop strategies and test out campaigns that leverage the power of decentralized technologies, smart contracts, and collectables.because although the tech is new.most of the marketing techniques remain unchanged. In everything we do.our goal is to provide the best advice and service to our clients, while staying on budget and ahead of the culture curve.