Joe is the former Head of Brand at innocent who tells the inspiring 18 year story of how a West London startup went on to become Europe's fastest growing drinks brand. Joe instils his audience with passion and determination. To Joe, brand communication needs to be natural, honest and engaging, at the heart of establishing innocent’s identity, Joe explains how business is simple if you keep things creative and consumer focused.
Joe McEwan, the former Head of Brand for innocent, began working for the company in 2007. In that time he was part of the leadership team which built a community around the company’s brand and drinkers, helping to establish innocent as one of the most engaging and loved brands in the UK.
Both in his previous role as Head of Digital and Communities - responsible for all forms of consumer contact, and as 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 at innocent, Joe spent a great deal of time talking directly to innocent’s consumers across a variety of traditional and emerging contact channels. He was in regularly communication to the wider business feeding back invaluable insights he had learnt to ensure their consumer’s voice is heard loud and clear, and that their opinions continued to steer business decisions as the company gets bigger.
Since leaving innocent, Joe now works as a freelance consultant helping small brands grow big and big brands stay small.
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.