Hi, I’m Irene Papajohn.
I am a marketing consultant and a career coach.
I’ve worn many hats throughout my career including that of a market researcher, consultant, brand manager, social media marketer and career coach. I’ve worked across a range of industries including tech, media, beauty, wealth, wellness, and food. I’ve learned from some of the best in the industry while working at world class companies including P&G, Unilever, and Facebook, as well as trailblazing agencies including VaynerMedia and Sterling Brands (part of Omnicom).
From that experience, I’ve learned how to do two things very well
understand people: via a combination of research and the intuition that develops after two decades in this space and
connect with people: via products, experiences, and stories.
I can help you by applying these skills to your marketing project, or to your job hunt.
My Professional Journey
First Came Marketing.
I began my career working on Olay, the moisturizer. I focused on market research and traveled to several European cities and Shanghai to interview women about their beauty care. I LOVED talking with people, learning about their lives, and seeing how my product played a role.
I later worked as a consultant at a few brand strategy agencies, where I spent time interviewing consumers in their homes, shopping with them, and leading focus groups across the U.S.. I worked on many fun projects, for a variety of businesses, including Pepsi, Target, and Coach.
At that time, e-commerce and digital marketing were barely understood. The holy grail for a marketer was to make a Super Bowl ad that cost millions. My career seamlessly moved into the digital space when I was tasked with reviving an old-time favorite cereal brand called Honeycomb, which had a strong brand, but a tiny marketing budget. I learned about digital and social on the job, because they were the only media I could afford.
I decided to go deeper into the digital space and explore roles on the platform side. This brought me to Facebook, where I focused on understanding the nitty-gritty of the Facebook and Instagram platforms, including understanding CPMs, the algorithm, media plan optimization, creative dos and don’ts, A/B testing, and measurement studies. I worked hand-in-hand with the internal marketing science team, media agencies, advertising agencies, and Nielsen to best understand campaign performance. I then worked to share these learnings, create performance benchmarks, and exceed KPIs for myself and my clients.
Then Came Tech.
Then Came Coaching.
As I matured in my career, I hit a point where the company-led leadership and development trainings were insufficient for my continued growth. I committed to take the necessary steps, on my own, to continue to excel in my career. I went very deep into my own professional and personal development. I studied positive psychology coaching and I hired a leadership coach. The coaching made so many aspects of my life crystallize. I understood situations better, I saw the role of power and interpersonal dynamics at play, and most importantly, I set myself up for success. I have integrated these skills into my consulting and coaching work, so that my clients experience the benefits I did.