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From GE to Girl Scouts: How Marketing Leadership Creates Impact
Episode 17 • 14th March 2025 • Marketing in the Raw with Adam Helweh • Adam Helweh
00:00:00 00:50:19

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What does it take to successfully lead marketing for some of the world's most iconic brands? Jocelyn Renee Johnson, former GE executive and CMO of Girl Scouts of the USA, and now Chief Marketing Officer of the American Bar Association, joins Adam Helweh to share her marketing playbook for success across Fortune 500 companies, nonprofits, and global organizations.

💡 In this episode, Jocelyn dives into:

✅ The marketing fundamentals that apply to every industry

✅ How she helped Girl Scouts host their first-ever profitable convention

✅ The biggest challenges facing marketers in 2025

✅ How to build a high-performing marketing team and strategy

✅ Why customer experience and branding are more critical than ever

This episode is packed with insights on scaling brands, driving revenue, and creating meaningful customer connections.


00:37 Meet Jocelyn Renee Johnson

02:39 Jocelyn's Career Journey

03:59 Transition from Tech to Marketing

05:27 Marketing at GE

12:11 Joining Girl Scouts of America

20:25 Challenges and Insights at ABA

27:09 Nonprofit Challenges and Cost Management

27:42 Technology Adoption and Shiny Object Syndrome

29:25 Nonprofit vs Corporate: Strategic Differences

31:58 Measuring Success in Nonprofits

34:19 Unexpected Wins at Girl Scouts

39:03 Excitement for Future Marketing Strategies

41:22 Favorite Podcasts and Personal Insights

48:04 Conclusion and Final Thoughts


Talk to me:

• Twitter: /adamhelweh

• LinkedIn: /adamhelweh

• Instagram: /adamhelweh

• Don't forget to subscribe to my YouTube channel: / adamhelweh


Learn more about my digital marketing agency, Secret Sushi:

• https://secretsushi.com/


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