Herman-Scheer

Chief Creative Officer

Herman-Scheer is a branding agency in Venice, CA that helps entrepreneurs come to market.

Co-Founder

AIGA Los Angeles

Advisory Board Member

Member

The University of Arizona

Graphic Designer

Point to Point, Inc.

- Creating and developing case studies for their finished B2B projects.
- Sitting in on creative briefs for new projects
- Participate in brainstorming sessions with copy and creative director.

Intern

Building and evolving brands

Hi, I'm John, Chief Creative Officer at Herman-Scheer, a strategic and creative brand consultancy. We believe the businesses that prioritize connection over transaction are the ones that succeed. 

Since 2010, Herman-Scheer has helped change the way businesses make people feel. We have big heart and daring instincts. A sunny disposition and assertive gait. 

I consider myself a people-people kind of person, enamored by how brands connect to people and how people connect to brands. I love working with businesses that—put simply—keep people healthy and happy.

My career journey has been about embracing the idea that friction makes fire. 

I believe in mixing the intuitive and familiar with the audacious and novel, creating a healthy tension to captivate and engage. This friction, this interplay of ideas, is where I believe brands find their true voice and distinctive edge.

Alongside Chapin, (The Herman to my Scheer), we’ve built an agency with a strong POV: great health and self-care brands create narratives and identities aimed at changing behaviors—experiences so compelling that customers stick with a product or service even before they see the tangible benefits.

If you're in the wellness industry looking to evolve your brand toward lasting impact, let’s talk shop.

Feel free to reach out here or email me at john@herman-scheer.com.

John Scheer

When I was a 17 y/o senior in high school, our whole class got to do what was called a senior project, a month or so of real-world experience before graduation. 

I chose to intern at an advertising agency called Point To Point. 

I had two assignments while I was there...

The first was scanning all of their print ads from magazines into a digital database - tedious but oddly satisfying...

The second challenge was to select an ad from any magazine and come up with three alternative ideas that were better than what went to print, then pitch them to the entire agency.

I found a boring ad for a Cobra radar detector and gave it a shot...

I spent at least two weeks sketching my ideas onto paper, doing my best to illustrate, write, and learn Photoshop well enough to make it look as legit as possible...

Fast forward 20 years and Nano Banana Pro comes out...

As a way to learn and experiment with it, I decided to recreate my senior project.

It took me about 7.5 minutes to do, and in stark contrast to my shitty high school drawings, well...thumb through the carousel. 

Still processing what this all means, but the gap between idea and reality is becoming smaller and smaller...

Building and transforming the brands that make generations healthier.

Nano Banana Pro Test

Publicis Groupe

Client: Marketing Center of Excellence @ Pfizer

Freelance

Walla

Head of Marketing (Fractional)

Allergan Aesthetics

Allē is a B2B2C platform that drives loyalty between 6M+ consumers, 20K+ healthcare providers and a leading portfolio of aesthetics brands, including BOTOX® Cosmetic, JUVÉDERM®, CoolSculpting® SkinMedica and LATISSE®. 

► Launch and drive adoption for digital products that support consumer acquisition, treatment frequency and retention (B2C), and make it easier for healthcare providers to run and grow their practices (B2B).
► Manage $7M annual budget and a team of 5 marketers responsible for positioning, messaging, marketing, GTM strategy and process and sales enablement for digital products and tentpole promotions.
► Drive incremental revenue for brand and product lines generating $4B+ in revenue (in aggregate).
► Lead sales enablement for 6 Area Directors and 800+ field sales representatives.
► Partner with Product, Strategy, UX, Customer Success, and Technical Program Management teams to develop the product roadmap and revenue models, define launch tiers, create pilot and test plans and establish OKRs.
► Own the Voice of the Customer (VoC) program, a collaboration between product, product marketing, UXR, field marketing and customer success.. 
► Ensure marketing, content and channel strategies align with discrete stages of the customer journey to drive desired behaviors and enhance the experience. 
► Oversee CRM, paid media and organic social strategies for consumer and provider audiences.

Executive Director, Product Marketing, Platform & Loyalty (Allē)

ABC Fitness Solutions

ABC is a global fit tech and payments company that powers big box gyms and boutique fitness studios, and helps their members achieve their health and wellness goals. 

► Owned positioning, messaging, marketing, GTM and content strategies, design and sales enablement for a SaaS product generating $200M+ ARR.
► Partnered with account-based marketing, customer success and sales leadership teams to maintain install base engagement, monitor churn, and mitigate pipeline risk (during COVID).
► Planned and executed a displacement campaign for a CRM add-on that generated $342,350 in pipeline value and converted at 59%.
► Collaborated with the executive team to develop product taxonomy and a new name, visual identity and  messaging strategy for ABC’s next gen SaaS platform, IGNITE.
► Created the event program, collateral and marketing plan for the ABC User Conference, leveraging the event to celebrate the resiliency of the fitness community and soft launch IGNITE.
► Managed and developed a team of 5.

Vice President Product Marketing

Laurenn Cutshaw

Provide fractional marketing leadership and hands-on support to wellness, medical aesthetics and technology brands. B2B, B2C and B2B2C. 

Select Clients: MINDBODY, Allergan Aesthetics (BOTOX Cosmetic, Juvederm, SkinMedica, Allē), Ziba Beauty, HealthPlus, Inc., Ponto Footwear, BODi, Echelon Fitness.

Fractional Marketing Executive (Brand, Product & Growth)

MINDBODY, Inc.

MINDBODY powers the world's best boutique fitness, beauty and wellness brands, and is the go-to destination for consumers to find and book classes and appointments. 

► Stood up the go-to-market motion for the MINDBODY Marketplace, a suite of pay-for-performance features forecast to drive $25M in revenue by driving low cost leads for customers, and to build consumer brand equity.
► Hired and managed a 10-person SDR team to accelerate and support marketplace growth.
► Implemented test-and-learn strategies to create content that resonated with the target audiences, generated new business and accelerated sales cycles.
► Tracked industry dynamics, competitive offerings and win-loss data. Shared insights and trends with Sales, Product and Support teams at a regular cadence. 
► Worked cross-functionally with B2B and B2C Marketing, Data Science and Customer Success teams to optimize marketplace inventory and drive utilization.

Director of Product Marketing

Total Woman Gym + Spa

Total Woman Gym & Spa is a 16 location gym and spa serving women in Southern California and the Bay Area. The distressed brand was acquired by Town Sports International Holdings, Inc. in 2018.

Vice President of Marketing

Yoga Six

Yoga Six is a hot yoga and fitness brand that started in Solana Beach, CA. Founded in 2011, the company grew to 13 corporately owned studios before being acquired by global franchisor Xponential Fitness [XPOF] in 2018.

► Generated $20M in capital interest and drove Yoga Six from concept to 13 locations in <5 years (founding team member).
► Directed corporate brand strategy and studio marketing programs. Empowered local marketing teams with creative assets, kits and templates to execute in a way that was both on brand and authentic to the location and season.
► Owned forecast and budgets for each studio. Established and tracked KPIs to align with overall business objectives.

Head of Marketing

The Active Network

The Active Network is a SaaS company that provides digital and field marketing, online registration and event and participant management services to a range of customers, including endurance sporting events, nonprofits, outdoor activities, camps, sports, schools, and universities.

Account Executive I Product Manager (Endurance Sports)

𝗔𝗕𝗢𝗨𝗧 𝗠𝗘
➡️ Seasoned marketing executive with 14+ years of experience in brand marketing, go-to-market strategy and process and people leadership for venture-backed start-ups and enterprise brands. 
➡️ Successful track record taking products from concept to launch in rapidly evolving ecosystems, and responding to changes in market, competitor and customer behavior with agility. 
➡️ Deep expertise in health and wellness, multi-location retail, medical aesthetics and technology. 

𝗪𝗛𝗬 𝗜 𝗟𝗢𝗩𝗘 𝗠𝗔𝗥𝗞𝗘𝗧𝗜𝗡𝗚
Marketing is a series of cohesive brand moments, big and small, that delight and engage customers over time. It is about finding new and creative ways for the brand to express itself, and recycling the tried and true. It is understanding the cultural and competitive landscape, and the courage to take big swings when the moment calls for it. It is a deep partnership with product, support, sales and other cross functional partners. Marketing is meticulous planning, constant measurement, efficiency, and obsessing over the details – from launch to loyalty. For these reasons and more, I love marketing.

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John Scheer

Laurenn Cutshaw

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taplio

The Battle

John Scheer

Laurenn Cutshaw

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}John Scheer's LinkedIn Performance

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