Sarah-Jayne (SJ) Boyd is a Brand Strategy Consultant with experience in fashion, fitness, retail, entertainment and social impact marketing.
Hi, I’m SJ. A brand and cultural marketer who loves to dig for insights, uncover root problems and craft compelling strategies that help businesses grow by connecting them to consumers and culture. I’m systems and stories driven, always seeking to understand what is, so we can build strategies for what could be. My strength is my eclectic background—I have experience leading everything from brand transformations, workshop design and annual brand planning to integrated marketing strategies and GTM/campaign plans. Additionally, I’ve stretched myself into DEIB strategy and programming.
With over 12 years experience working with top brands from Nike, Levi’s and Beats to Jack in the Box, Everlane and Sephora, my wide-ranging expertise means I tackle every brief with a unique perspective focused on driving business and cultural impact.
Expertise
Vision + Purpose Development
Brand Propositions + Architectures
Brand Platforms
Brand Playbooks
Pitch/New Business Strategy
Brand Strategy
Comms Planning
Channel Strategies
Social + Community Strategy
Content + Editorial Planning
GTM Planning
Product Launch Strategy
Brand Comms + GTM
Creative Briefs
Creative Partnership + Collaboration
Ideation and storytelling
Creative Strategy
4Cs Diagnosis
Qual + Quant research
Trend and Innovation Reports
Persona and Audience Development
Stakeholder Interviews
KPI Frameworks + Reporting
Research + Insight
Team Leadership (3-5 Reports)
Mentorship
XFN Alignment + Management
Team + XFN Leadership
DEIB strategies and roll-outs
ERG development
Inclusive marketing advisory
DEIB Strategy
Website + Service Design
SEO Strategy
Consumer/ User Journeys
CRM and Email marketing
Digital Marketing
Workshop Design/Programs
Design + Programming
Facilitation
Ideation + participation
Some of my favorite projects
Palms Casino & Resort | Unstatus Quo | Brand Platform
Overview | Our client wanted us to bring in a new era of Vegas and reframe the Palms from a hospitality brand to a culture brand. I lead the brand and comms strategy for the rebrand—where we took an 18 month journey to turn an irrelevant Vegas resort into a cultural powerhouse. Our content amassed over 500m earned media views, 75m film views, and a 360% increase in website traffic.
Insight | The Palms’ weakness was its strength: with the property being“off-Strip” it meant it attracted people who don’t follow the crowd (and were happy to avoid the tacky tourist areas). With an art, food + culture program like no one else in Vegas, Palms charted its own path too.
Strategy | Show how Palms is different by design
Idea | Unstatus Quo: A brand platform that reflected how Palms and the individuals who visited the property were trailblazers and one-of-ones.
Role | Brand Strategy | Research + Insight | Team + XFN Management | Creative Strategy | Brand Comms + GTM
Jason Derulo x Jack in the Box | Digital Activation
Overview | Before Tik Tok took over the world, Jason Derulo was one of the platform’s biggest names. Every time he hit a million followers he celebrated with a meal. To launch Jack in the Box’s new menu, we partnered with Derulo to celebrate his next million fans with not just a meal, but a whole virtual restaurant. The campaign garnered 53m impressions, 135K new Tik Tok followers and the campaign helped sell 15,000 “Milli Meals” in the first 2 weeks.
Insight | With ghost kitchens set to be a $100tn industry by 2030, the next “QSR war” will be virtual.
Strategy | Leverage a Tik Tok icon to tap into the growing cultural trend of celebrity dark kitchens.
Idea | One in a Milli - a virtual restaurant “built” by Jason that only dropped when he hit a million followers.
Role | Creative Strategy | Brand Comms + GTM
Everlane Black Friday Fund 2022 | Social Impact
Overview | Every year Everlane uses a moment fixated on consumerism as a chance to give back. This year, we chose to tackle an often unknown immediate effect of climate change that impacts Black and brown communities the most: shade inequity. With a 75% cut in budget, we filtered all $$ to a small grassroots organization, TreePeople to ensure impact was made where it was needed the most and reached our goal in a record time of 36 hours.
Insight | Trees do more than offset carbon in the future, they are a powerful solution to a problem happening right now: urban heat.
Strategy | Give the gift of shade.
Idea | For every order during our Black Friday Sale, Everlane donated $1 to TreePeople. We created a site, editorial content, and social storytelling including an IG Live.
Role | Creative Strategy | Team + XFN Management | Brand Comms + GTM
Nike Women Sports Bra | Digital Experience + Website
Overview | Finding the right sports bra is foundational to the success of any female athlete (professional or amateur) and yet most experiences online make finding the right the sports bra at best an afterthought and at worst a painful experience. The Nike Women’s team came to us to help them reimagine their online bra experience and create a digital platform that smoothed out the process to finding the perfect support.
Insight | Sports bar shopping is a chore: finding the right sports is the most important part of her workout but the least favorite part of her shopping journey.
Strategy | Demystify. Simplify. Make it fun.
Idea | The Nike Women’s Bra Shop: an ecommerce and editorial experience devoted to simplifying her most difficult shopping experience and making it more fun.
Role | Research + Insight | Digital + Creative Strategy | | Brand Comms
