Jonathan Turitz

The leading global manufacturer of accessories for the music industry, D’Addario produces inspiring, innovative products for guitars, drums, and woodwinds to help musicians perform on a higher level. • Guided D’Addario’s ascent into an iconic global brand, carried out the company’s digital transformation, and collaborated across the organization to deliver breakthrough revenue growth. Established a diverse in-house marketing agency with the industry’s best strategists, creatives, project managers, and experts in social, digital, SEO, and SEM. Manage five direct reports, 30 indirect resources, and a marketing budget of $16M—focused on full-funnel strategies & measurement. • Reversed years of falling market share and helped to reposition D’Addario as the #1 brand in electric and acoustic strings. Realized 30% revenue growth and industry-leading performance for strings, sticks, and drumheads, including a 39.1% increase in the core domestic string business versus an industry average of 4.7%. • Re-architected the entire D’Addario brand portfolio, repositioned five business segments, and updated the look and feel of more than 7,000 SKUs. Wrote a Brand Book that captures the positioning, values, DNA, behavior, and voice of the brand. • Created a digital roadmap and transformed D’Addario’s B2B and direct-to-consumer web properties and key digital assets for the first time since the 1990s. Launched a new B2B site with online ordering capabilities for music shops and recommendations based on buyer behavior. • Established the Players Circle loyalty program as a key component of the D’Addario digital ecosystem. Enabled data-driven insights on our most loyal consumers and CRM integration to maximize cross-selling and upselling opportunities. • Led the brand and marketing response following the onset of the COVID-19 pandemic, developed Quarantine and Black Lives Matter strategies, and assisted teams to see D’Addario make it through the crisis in a stronger position.

One of the country’s premier Brand, Design and Strategy agencies, VSA Partners delivers a range of client solutions, including brand strategies, identity design, integrated marketing campaigns, and user-centered digital experiences. • Played a pivotal role in establishing the VSA Partners Consumer practice, delivered transformative work for iconic brands, drove client sales revenue, and received numerous awards for marketing innovation and disruptive creativity. Managed three direct reports, 50 agency resources, and client marketing budgets of up to $10M. • Accelerated the transformation of VSA Partners into a full-service agency and the expansion from B2B into Consumer. Led pitches that closed the agency’s biggest consumer accounts, Kraft and Google, surpassing major competing ad agencies. Kraft beverages became the firm’s second-largest account with three $1B+ brands. Named Google’s “G Suite” collection of cloud-based apps, which remains a pillar of the company’s small business strategy. • Partnered with Illinois Governor, J. B. Pritzker, to create the brand, identity, and name for 1871, Chicago’s first community for tech startups and a cornerstone of the city’s strategy to become a leading US technology hub. • Initiated the transformation of D’Addario from a New York-centric manufacturing company into a brand-focused global enterprise. Served as chief creative and strategist, implemented a new brand identity, clearly defined what the brand stands for, and produced impactful work that resulted in an offer to become D’Addario’s next CMO.

• Led creative and strategy for Caterpillar, Sappi Fine Paper, Goldman Sachs, Motorola, and Harley-Davidson. Managed a team of three direct reports and a marketing budget of $3M to $5M annually. • Served as Creative Director for the strategic development of Caterpillar’s first global corporate brand campaign. This award-winning B2B campaign was translated into a redesign of cat.com, the company’s global website. • Headed creative and strategy on digital, print, and social campaigns for Sappi Fine Paper, the world’s largest coated paper company. Created and wrote the award-winning “Off Register” YouTube series, assembled a cast from Second City, generated viral buzz, and increased sales by 20%.

• Led Creative and Strategic Direction for leading client brands, including Caterpillar, IBM, Sappi Fine Paper, Goldman Sachs, Enterprise Rent-a-Car, Harley-Davidson, and Motorola. • Named Watson, IBM’s AI-based computer system and the only new division the company has created since the Personal Computer. Following months of attempts by IBM that produced names that were tech-focused and at times scary, built the winning concept drawn from IBM founder Thomas Watson that was simple and human.