Joe McEwan is a freelance marketing consultant with a rich brand development and communication history. With a decade-long tenure at innocent drinks, Joe played a pivotal role in transforming the West London startup into one of Europe's most beloved smoothie brands. His journey with innocent began as the first Communities Manager, where he successfully launched the brand on social media, propelling it to the top of the Social Brands 100 list. His innovative approach to brand communication, which emphasizes natural, honest, and engaging interactions, was instrumental in establishing innocent's identity.
As the UK Head of Brand, Joe was responsible for overseeing all aspects of the brand's communication, from digital and packaging to PR and customer service. He has also spearheaded notable campaigns such as The Big Knit, which captured the public imagination and raised over £3 million for charity. Joe's leadership and creative vision have left an indelible mark on innocent, showcasing his ability to blend entrepreneurial spirit with consumer-focused strategies.
As a freelance consultant, Joe leverages his extensive experience to help small brands grow, and large brands maintain their unique appeal. His philosophy is rooted in the belief that good business is simple when creativity and consumer focus are at the forefront. Joe's insights into entrepreneurialism, innovative customer service, and creative marketing make him a compelling speaker for those looking to understand the nuances of brand building.
Recognised as one of the 50 most influential people in social media marketing in the UK by The Drum, Joe continues to champion the power of authentic communication. His dedication to creating shareable marketing content and his belief in the value of handwritten letters reflect his commitment to meaningful consumer engagement. Joe's story is not just about building a brand; it's about fostering genuine connections and inspiring others to do the same.