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Brand is the operating system for B2B growth. I connect evidence-led insight with sharp positioning and creative delivery, so marketing, sales and product align, and complex propositions become simple, valuable and hard to ignore.

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About Joel Thomson

 As Head of B2B Strategy and Brand at Green Hat, I champion brand-led growth. I lead positioning, category and product narratives, drive creative ideation and advertising with our media and production teams, and orchestrate go-to-market so strategy shows up in content, demand and ABM. I partner with executive teams to align marketing, sales and product. A recognised thought leader, I contribute to Mi3 and speak at B2B events. With a tech-startup background and an AI-first practice, I translate complex propositions into simple, compelling value stories, delivering award-winning work across brand strategy, creative, ABM and content. 

Skills

  • Brand positioning and narrative architecture
  • Value propositions and message frameworks
  • Category design
  • Portfolio architecture
  • Creative direction and ideation
  • Go-to-market orchestration
  • ABM and demand strategy
  • Executive facilitation
  • Senior stakeholder management
  • AI application modelling
  • AI-assisted research
  • Content operations and measurement
  • Editorial storytelling

Interests

  • Using AI to elevate strategy and creative effectiveness
  • Coaching and leading strategists, creatives, and writers
  • Politics and history
  • Hiking and home improvement

Client Experience

My Green Hat clients include REA Group, McCain, SAP, EY, Superloop, Korn Ferry, NEXTDC, Indeed, JB Hi-Fi and Grant Thornton. 

Articles By Joel Thomson