Brand Management

This event is over.

WELCOME (11:00 – 11:15am ET)


I. Tie Up Your Hair. Not Your Identity. How John Frieda Haircare leveraged its purpose work to build an authentic and meaningful Pride campaign (11:35am – 12:10pm)
Learn how John Frieda Haircare leaned into their purpose to celebrate Pride Month and leveraged retailer programs to help further amplify their partnership with GLSEN and voices in the LGBTQ+ community.

Sean Johnson,
U.S. Brand Strategy & Execution – John Frieda
Sara Younger,
Sr. Manager – Brand Communications – John Frieda

II. Building a Brand Through Community (12:10 – 12:45pm ET)
Many marketers now have a decade or more of experience managing social media marketing programs, but building a community requires a slew of new skill sets. When does it make sense for marketers to launch a community, why would potential members care, and what should your goals be? Once you decide to launch a community, how do you build and grow it? Get some inspiration from the founder of the Serial Marketers community who has worked with B2B and B2C brands on bringing people together around shared interests, ideas, and needs.

Speaker: David Berkowitz, Founder – Serial Marketer


Speaker Bios

Sean Johnson, U.S. Brand Strategy & Execution – John Frieda

Over the course of Sean’s career, he has demonstrated a proven track record of managing complex projects and initiatives while leading teams to get things done. A non-traditional marketer, Sean started his career in public accounting before moving to brand marketing. He brings an entrepreneurial spirit, passion and emphasis on having fun along the way. Sean earned his Executive M.B.A. from Xavier University and B.B.A. from Ohio University. 

Sara Younger, Sr. Manager – Brand Communications – John Frieda

Sara has worked in both agency and corporate environments and across diverse industries, including beauty, restaurants, retail, and publishing. In each role, she has found that the best work comes from teams who understand the full story—not just the information that pertains to their discipline. Sara has earned a reputation as a “community builder” and is committed to bringing together agencies, internal teams, partners, and other stakeholders to work collaboratively to tell the brand story in a compelling way. Sara earned her Bachelor of Science from the University of Delaware.

Speaker: David Berkowitz, Founder – Serial Marketer

David Berkowitz is the founder of the Serial Marketer consultancy where he generates demand for growth-mode B2B startups and agencies. He also founded and runs the 2,500-member Serial Marketers community. Prior roles include leading strategy at social listening firm Sysomos, serving as CMO of Publicis agency MRY, and co-founding the emerging media division of Dentsu agency 360i. He has contributed more than 600 columns to outlets such as Advertising Age, MediaPost, VentureBeat, and Adweek, and he has spoken at more than 350 events globally. David is also the publisher of the Serial Marketer Weekly newsletter, the author of the book "Berky's Marketing English," and the originator of the $CMO Creator Coin on