Head of Brand at innocent, Joe McEwan leads Innocent's innovative mission of unconventional marketing and communication, alongside candid interaction with customers. Joe's keynote treats audiences with the tale of how Innocent's business agility and creative expertise made them of the top three fastest growing companies in the UK. The customer service specialist imparts his wisdom on how to take a start-up to a mega-brand.
Joe McEwan began working for innocent in 2007, and since he has managed to build a community around the company’s brand and drinkers. Both in his previous role as Head of Digital and Communities - responsible for all forms of consumer contact, and now Head of Brand, he has helped develop Innocent into a truly engaged platform with their customer base. Pioneering innocent’s open, honest and interesting line of communication with the people who drink the drinks, Joe has aided the creation of the brand’s core identity.
He tells the story of how innocent grew from a tiny start-up to one of Europe’s leading brands. It’s a story that involves entrepreneurial ability, innovation, creativity, original marketing and fruit by the bucket load.
Joe focuses on how innocent has come to be regarded as one of the greatest start ups in the last decade, a business with a reputation for understanding how best to speak to consumers and make them feel valued. He shows the benefits to be gained by always investing in the little things, and always listening to the people that buy your stuff.
Over the years, he has spent a great deal of time talking directly to innocent’s consumers across a variety of traditional and emerging contact channels. He regularly communicates the things he learns to the wider business to ensure that the consumer’s voice is heard loud and clear, and that their opinions continue to steer business decisions as the company gets bigger.
Joe believes good business needn't be complicated, and he's proud to work for a company that continues to listen and learn from its consumers. Experienced and highly adept, Joe can speak about entrepreneurialism, innovative customer service and creative marketing and branding