Jim Bacharach is VP of Brand Communications & Creative Services at John Hancock.
drives John Hancock's
brand strategy, brand communications and brand management, while also ensuring it is all consistently applied across the company's seven de-centralized business units.
success to date has been built around redefining this blue chip brand in consumers' minds beyond simply life insurance, building an integrated strategy that has created a "bigger than we are" market presence in the face of competitors.
is working to change the culture within the Creative Services organization to a service orientation in order to support a chargeback model.
Jim began his career in CPG brand management at General Foods and then Chesebrough-Pond's.
Since then, he
has been applying and adapting that classic discipline to a wide range of B2C and B2B categories including financial services, technology, hospitality, footwear, publishing and not-for-profit.
Much of Jim's career has been spent on the marketing services side at integrated communications agencies and consulting firms.
Among the brands he
has worked with are NEC
, Converse, Ameritrade, Starwood Hotels & Resorts, AT&T Capital, Travelers, Progress Software, Liberty Financial and Grainger
has also worked with a wide range of start-ups and early stage companies.