Joe Weinlick

Fractional CMO. Brand strategist.
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I help visionary leaders bring their stories alive in order to scale revenue, recruit top talent, and maximize market value.
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About

I thrive in a fast-paced entrepreneurial environment. I love shining a light on the core truths that enable a brand to maximize its value.

I’ve developed strategies for Fortune 500 clients including Microsoft, IKEA, Saint-Gobain, ESPN, Comcast, and Siemens. I developed the brand strategy for Weston Foods the year before they were acquired by Bimbo Bakeries for $2.38 billion.

But my passion is working with entrepreneurs to crystallize their vision into a compelling brand to scale their business. If your desire is a highly profitable exit, this includes working to maximize market value and to create the platform that will attract investors and command a high multiple.

Are you an entrepreneur ready to take your vision to the next level?
Schedule an introductory call. I may be able to help.

Services

ASSESSMENT

Complimentary 45-minute call to discuss your challenges and goals.
‍Book Discovery Call

STRATEGY SESSION

4-hour session with you or your leadership team.
‍Book Discovery Call

ONGOING ADVISOR

Serve as Chief Marketing Officer and a member of your leadership team. Collaborate seamlessly with leadership, develop and implement strategies to drive growth, optimize internal resources and leverage external partners.
‍Book Discovery Call

BRAND and GO-TO-MARKET STRATEGY

Audit the existing brand and marketing and develop brand strategy and positioning, ideal client profiles, key messaging, and go to market recommendations. ‍
‍Book Discovery Call

Clients Say

I had the pleasure of working with Joe as he led the branding of Bancroft over a decade ago. The work that Joe and his team did was transformative, and the brand is just as powerful today as it was when it was first introduced. I had no idea what to expect when Joe and his team descended upon Bancroft to conduct interviews with staff, students, and families, but the result was not only a powerful positioning and logo—he provided the very language that Bancroft began to use to communicate internally and externally. It was the best investment I ever made, and I would strongly recommend Joe to any leader that is looking to transform their business.

Toni Pergolin, CPA, MHA
President and CEO
Bancroft

Success Stories

OUR BRAND HAS GOT TO GO

PROBLEM:

A recruitment technology company had millions of members and hundreds of clients …but suddenly had a hard deadline to stop using their brand name and URL in six short months.

SOLUTION:

Go big. It was important not only to develop a new brand, but also to launch it with a bang. I partnered with industry influencers to literally kill off the existing brand at a major trade show, and to introduce the new brand with enhanced functionality. The company didn’t miss a beat. In fact, informed brand awareness grew by over 25%, and the company landed its first $1mm client.

WE SPEND MORE TIME MEETING THAN DOING

PROBLEM:

An advertising agency offered many services, but every department and manager wanted a seat at the table, leading to a cumbersome process and stifling innovation.

SOLUTION:

Trust in the process. Led a 9-month initiative to restructure the agency around a centralized strategic planning process, implementing new workflows for sales, onboarding new clients, and servicing existing clients. The revitalized integrated agency became the second-largest B2B agency in the U.S.

THE CFO JUST WALKED OUT

PROBLEM:

The CFO of a real estate development company walked out leaving $287 in the bank.

SOLUTION:

Sink or swim. We chose swim. I hired a temp CFO to start the next day to gain control of and better understand finances, Negotiated with banks to defer existing loans and negotiated the accelerated sale of three assets for short-term liquidity. The company got back on its feet and grew revenue by 400% the following year.

WE HAVE NO IDEA WHAT OUR ACQUISITION ROI IS

PROBLEM:

A community site had over 40mm members, and sent out 15mm emails a day, but was relying upon email opens and clicks to measure engagement and had no idea about long-term value.

SOLUTION:

Worked with tech to integrate dashboards that measured LTV over time, which led to an increase in member engagement of over 50%.

IS OUR ADVERTISING WORKING?

PROBLEM:

A leading children’s hospital had great brand awareness, but donations lagged other children’s organizations.

SOLUTION:

Developed an integrated campaign using TV, radio, and Out-of-Home to raise awareness and digital and direct mail to convert. Generated over 80,000 new donors while raising admissions to over 100% of capacity.

WE CAN’T RECRUIT TOP TALENT

PROBLEM:

A multi-billion-dollar food company lost top talent to more established brands.

SOLUTION:

Worked with HR and marketing to develop and update the company's dated brand. Rolled it out to great enthusiasm internally, after which they were acquired by a larger multi-national brand that credited the strong brand affinity as what led them to complete the acquisition.

Contact

joe@weinlickworks.com

Get In Touch

Twitter/X

@jweinlick