Accelerating Growth
In today's dynamic business environment, many industries need transformative growth. Whether it’s new market entrants or established businesses, Herold Growth Consulting specializes in brand and innovative solutions designed for long-term impact. We focus on organizations, industries, and people where the environment requires a seasoned, results-driven marketing and communications executive focused on sustainable growth.
Our areas of expertise
Strategic Planning
Brand Development
Digital Transformation
New Product Innovation & Launch
Brand & Corporate Identity Management
Corporate Social Responsibility
Executive Coaching
Team Leadership
Individual Coaching
Team Coaching
Professional Development
Workshops
Team Execution
Go-to-Market Planning
Marketing and Demand Generation
Building High-Performing Teams
Sales and Marketing Operations
Facilitation & Change Management
Our case studies
Brand refresh and overhaul for The Honey Baked Ham Company
The HoneyBaked Ham Company was in need of transformation. Through this initiative, we worked closely with our trademark attorney, CEO, franchisees, customers and internal team to transform the trademark, identity and all touch points. This included a refreshed positioning, designed to attract a new, younger consumer — The Queens of Convenience.
This work increased sales for the brand, was lauded by industry experts and was awarded the prestigious EFFIE award for effectiveness, An Addie and "Best Brand Overall" from the American Marketing Association.
This work was translated throughout the organization into new store design, advertising and uniforms.
One of these new advertising campaigns was a TV spot featuring Kelly, a modern-day every-woman who struggles to cook a ham for the holidays. While HoneyBaked hadn't made a TV ad in over 10 years, the ad, which aired during the holidays, was relatable and struck a chord with audiences, especially people named Kelly. We continued the promotion online by sending hams to Kelly influencers and offering a special coupon to anyone named Kelly.
Relaunched the Arby's Foundation
As part of a larger corporate turnaround for the Arby's Restaurant Group, the Arby's Foundation required a Brand overhaul to better align with the Brand.
With a new strategic focus on ending childhood hunger, the Arby's Foundation brand became a leading partner for the No Kid Hungry campaign. Under Kate Atwood's tenure as Executive Director and Jo Ann Herold's leadership as Vice Chair, the Foundation contributed more than $18 million toward local community impact by engaging franchisees, employees, restaurants and customers.
Today, the Arby's Foundation is one of the leading organizations combatting childhood hunger in the US by ensuring that chronically underserved children have the nourishment and resources they need to succeed.
Brand refresh for Interface purpose and values
Leader of a core team that took Interface into the post-founder, next-generation future with a values exercise designed to unite the company's storied past with its ambitious future.
Part legacy and part compass, the company values were designed to resonate with long-term associates and give newer employees a sense of not just who the company is, but how it operates: Design a Better Way, Be Genuine and Generous, Inspire Others, Connect the Whole, and Embrace Tomorrow, Today, describe the Interface purpose, to Lead Industry to Love the World.
Interface experienced record sales and stock prices during her tenure.
Brand transformation for Darling Fibers
Darling Fibers, a textile manufacturing company in Darlington, S.C., had emphasized moving toward sustainability. The organization needed a brand transformation that captured this shift, while also honoring its established tradition and history of innovation. Working closely with their private equity, leadership team, community stakeholders and front line team, we reimagined and modernized the brand.
The organization changed its name from Fiber Industries to Darlington Fibers. With a reference to "darling" (caring deeply), the change leveraged local pride, and nodded to Made in the USA in a familiar and authentic way. The shift was friendly, approachable, and completely memorable for textile manufacturing and attracted international media and new customers.
Created and launched indoor Pickleball facility and restaurant with PE firm
Along with Indoor Active Brands, which specializes in indoor entertainment concepts, Herold Growth Consulting helped transform a 27,000-square-foot event space into one of the first-ever indoor pickleball courts in Florida. The Pickle Pad features six indoor pickleball courts, as well as space for other games including cornhole and darts.
The inaugural location is in Tallahassee, but there are already plans to open other franchises in Florida and other states. The space will cater to both hardcore and casual players.
Herold Growth Consulting assisted in every marketing aspect of the new brand, including logo and design of the space.
Created concept, menu and brand for new restaurant franchise
Crave Social Eatery is a chef curated, fast casual restaurant that gives customers delicious and healthy menu options. Our first location is adjacent to the Pickle Pad Indoor Pickleball in Tallahassee, FL.
Herold Growth Consulting helped in Crave's menu design, brand and promotion ahead of its grand opening.
Our operations
Jo Ann Herold, founder and chief marketing officer, will personally lead every project. She partners with experts in their field of expertise, including brand building, sustainability, and executive leadership coaching and partnership.
Jo Ann is a purpose-driven executive and brings more than 25 years of marketing experience. She has a long track record of delivering financial results and award-winning marketing programs that build sales and profitability for brands in the B2B, B2C, non-profit and the education space.
She has served as the Chief Marketing Officer for The Honey Baked Ham Company (twice). Her experience spans iconic global brands including Arby’s Restaurant Group, Interface, Inc., and McDonald’s, as well as serving start-ups and nonprofits. In all her roles, Jo Ann has earned recognition for her ability to achieve strong financial results and create award-winning marketing programs that drove sales, growth and profitability.
Her work has been lauded by industry and community groups including the National Diversity Council’s Most Powerful and Influential women, two AMY Awards from the American Marketing Association. She was recently the recipient of the Atlanta AMA’s Lifetime Achievement award the CMO Club’s President’s Circle Award and AMA's Marketer for Good.
She serves on Fast Company's Executive Board and is a frequent contributor. She received her advanced Executive Coaching diploma from Emory University and is on faculty at Georgia State University where she is an executive in residence. She is a published author and speaks on topics such as leadership, and leveraging marketing for growth.
She has her MBA in International Business from Mercer University and her undergraduate degree from Mississippi State. She also has her Advanced Coaching Diploma from Emory University. She and her family live in Atlanta, GA.
Our testimonials
"Interace's first truly global marketing function was created by Jo Ann. She reimagined concept design to create a new way of working with our customers around the world."
- Dan Hendrix, Board Chairman, Interface, Inc.
"Jo Ann is down to earth while polished, she takes on new goals with determination, and is the first to lend a helping hand. She believes in the good of people."
- Julie Bowerman, Chief Marketing and Ecommerce Officer, The Kellogg Company
"Her positivity is infectious, and her energy absolutely knows no bounds. In a world where challenges are everywhere, Jo Ann only sees them as opportunities."
- Ben Deutsch, Former VP of Corporate Communications, The Coca-Cola Company
Contact us
Herold Growth Consulting would love to help you transform your brand, using our purpose-driven approach to build award-winning marketing campaigns. Follow us on LinkedIn, shoot us an e-mail, or call us at 404-664-3823.
