Mitchell Henderson
Brand Strategist + Creative
Think of me as a creative-strategist hybrid. I've spent equal time developing my creative eye and my strategic brain.
I have a curious mind and a love for telling stories.
I’ve worked for many agencies and companies in developing creative campaign strategies and customer journeys that yield high conversion rates.
Some of my favorite pastimes include rock climbing, skiing, camping, snapping photos, reading, making music, and learning new things.
I lived in Russia for two and a half years — Я говорю на русском.
My biggest pet peeve is tardiness and traffic.
I'm an introverted people person and would love to meet you.
Education
Brigham Young University; BA Advertising; BA Russian Studies 3.8 GPA
Expericence
November 2023 - Present
doTERRA International
Manager of Communications Strategy; Pleasant Grove, UT
• Lead and manage a team of junior to mid-level strategists while overseeing limited time offer campaigns, supplements and superfoods, and product launch strategies.
September 2022 - November 2023
doTERRA International
Senior Brand Strategist; Pleasant Grove, UT
• Oversaw strategy for doTERRA’s targeted solution sub-brands, including MetaPWR, Deep Blue, On Guard, Breathe, and others
• Developed marketing strategies for doTERRA’s quarterly marketing campaigns
• Conducted primary research by way of surveys, IDIs, and focus groups
• Briefed creative teams and assisted in big idea development
September 2019 - September 2022
Max Connect Digital Agency
Brand Strategist & Conversion Rate Strategist; Draper, UT
• Conducted primary and secondary research to identify consumer and brand insights, and brand personas
• Crafted and pitched creative briefs to the creative team to cultivate big ideas and campaign concepts
• Performed customer journey audits to identify opportunities for conversion rate optimization
• Strategized and built customer journeys, and optimized digital campaigns for higher conversion
• Developed top-of-funnel messaging, and identified value propositions to reposition brands and products
• Generated and nurtured leads through email marketing and digital campaigns
• Led team in landing page development to penetrate the target audience
• Oversaw database management using Marketo, Ontraport, Klaviyo, and HubSpot
Max Connect Digital Agency
Creative Strategist | Creative Producer
• Managed client productions from strategy and creative conception to production logistics
• Developed processes for the creative and strategy teams to streamline the client-to-agency project flow
• Supervised talent casting, location scouting, and outsourcing for crew
• Oversaw production budgets
June 2019 - September 2019
Energy BBDO
Brand Strategist Resident; Chicago, IL
• Extracted strategic insights through primary consumer research, live focus groups, in-depth interviews, and secondary research
• Developed consumer, company, and culture analyses to develop brand purposes and creative briefs
• Crafted and presented findings and insights in narrative form to inspire creative concepts and big ideas
March 2017 - May 2019
BYU AdLab
Senior Account Strategist; Provo, UT
• Worked as an account strategist on the senior leadership team to help train and mentor young talent
• Supervised account planners, created team structures, and made client decisions for the AdLab
• Developed creative briefs, and worked with creative teams to execute strategic plans
• Conducted consumer-based research and analyzed data for brands such as Catch Surf and Whistle
• Organized focus groups and conducted in-depth interviews to identify key consumer and brand insights
• Developed advertising strategies and big ideas for Ocean Spray, Adidas, Umbro, Coca-Cola, Band-Aid, and the AdCouncil to solve market problems, and to increase brand awareness